Francisco Vazquez-Cruz

Company Overview and Brand Identity

Creative Brief of Service Description

�Francisco Vazquez-Cruz
The company is a TV channel name BT.net will be introduced to capture a niche
segment i.e. youth who are aspiring to start their own business, businessmen who are looking for
upcoming trends and People who are looking for Business partners and those who hare ready to
invest in Business ideas. There are many people who have a concrete idea that they want to
check on the real field. But most of the times they are confused as from where to start with. This
channel will deal with only Business programs where the theme would be related to the past
successful as well as failure stories. Reality shows to create a Business Plan, Talk shows with
celebrities (Businessman) who have marked their footprint.
The purpose of this Name is to justify the purpose of the channel that is Business talks to
increase the network.

Backstory of name
The objective of the channel is to increase business awareness, current trends throughout
in the business world and help people to find business partners who share same interests. Thus
the name is derived from the objective that BT i.e. Business talks to increase your knowledge
and network.
Strengths and Concerns
There are many channels that talks about the business news and promotes Business talk
shows but none of them are personalized and do two way communications with the audience.
The show will do its promotion in all Business Schools and will have its own magazine that will
address the grievances of people which are difficult to do online in Television.
In this era, people do MBA but they do not possess practical knowledge and business awareness
that Corporates are looking for. Most management institutes today focus only on theoretical

�Francisco Vazquez-Cruz
learning with out-dated content irrelevant in today’s competitive world, which results in an
‘education-employment mismatch. This channel will entertain those shows only that fulfill the
intends to address this gap to help World’s rapidly growing Service and Manufacturing Industry
better train and empower employees.
USPTO.gov
It is an agency to grant US patents and registering trademarks. The name should not be
already registered and should not be copied from other registered names.
Category
It comes under television channel category. The segment that this channel will cater is the
Business School students, Entrepreneurs, Businessmen who are looking for JV and are looking
for partners to start their own business. This is a platform for all those to share their ideas and
understand the route towards the success. The channel will show programs that will have talk
shows with Successful business people stories and what problems they did face in their journey.
Image

BT.net
Laws of Shape and Color

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�Francisco Vazquez-Cruz
The company is not violating any laws with respect to shape and color and is not copying
any idea form the existing firms.
Evaluation of Logo’s Effectiveness
There are many designs came to my mind because the topic of study (Business) is very
common and known to all. To be on creative side I wanted to use some logo which is simple and
serve its purpose.
The logo shares a sign of Play that means start. The objective of channel is to help people
to start their own venture; they get to know how successful business started with all problems.
In a nutshell to describe, basically a platform that provides acceleration to your business career.
The color of the logo is sophisticated with respect to the subject of study. Also, people are very
much familiar with the same.
Category of Logo
The category of Logo is channel in Television and the segment that it caters is Business.
Tagline
The main theme behind the channel is talk and solves your Business problems, thus the
tagline is Let’s talk Career .
Values and Beliefs
The company wants to enhance career opportunities for people and create a better
business environment. It is creating a platform that can help people to talk about their business
and how they land up to such environment. As per the theory of Social Contract, morality
consists in the protocols which govern behavior and that the rational people will accept it on the
condition that it is accepted by others as well. The company is following all legitimacy and
respects the contracts associated with it.

�Francisco Vazquez-Cruz
How to develop a culture
Human Resources policies to imbibe the desired culture are imposed in a way that
employees do not lose their freedom and a sense of encouragement is there.
Incentive scheme should be designed in a way that accounts the desired culture and motivate
employees to perform in a way that is in favor towards the culture.
Mission Statement
The objective is to enhance business culture by sharing ideas and aspirations.
Discussion of Mission Statement
The company is planning to introduce TV shows that will create a buzz in the business
world, this mission statement is highlighting the concept of the company, its aim and objectives
and its intention to rejuvenate aspirations of people who are inclined to enter into business world
with great ideas.
Discussion of Competitors logos and Logo of Inspiration
There are multiple business channels in this industry; the logo they carry gave a direction
to design the logo of this channel. The broader idea and basic details such as color and design
should not be very shabby as the concept is very sophisticated. It should be creative as to attract
the creative insight of Business people. CNBC has a very color full logo which I did not find
right to adopt or inspire from. Thus to create a point of difference and a different league, the logo
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