THE STORICULTURE COMPANY — BRAND BOOK 2020

OUR STORY, DNA & VISUAL IDENTITY

DISCLAIMER

The information contained in this document is strictly private, confidential,
privileged, only for the information of the intended recipient, and may not be
used, published, reproduced, in whole or in part, nor passed to any third party,
without the prior written consent of The Storiculture Company Pvt. Ltd.

branding is not solely

a marketing function

it is an organisational function

| 3.

chapter 1 | OUR BRAND STORY
& DNA

our genetic code for greatness

| 4.

chapter 1 | Every Business has an innate power to become
legendary provided it has a powerful brand story;
a story that is beyond its products and services;
a story that is unique; a story that stirs the soul.

This is the first chapter in the biography of
‘THE STORICULTURE COMPANY’

| 5.

A brand is not it’s logo
It’s more than skin deep

Much like the DNA of all living things –
which contains all of the core hereditary
information, which make each unique –

Brand DNA refers to the Distinctiveness
or uniqueness, novelty and its attributes.

It’s our genetic code for greatness.

| 6.

OUR BRAND DNA part A | PARTURITION
inception ……..…………
purpose …………………
product ………………….
service ………………….
mission …..……………..
cultivation ………………
vision …….…….……….
emotional takeaway ….

Part B | PSYCHE
perspective ……………
personality …..………..
core belief …..………..
attitude …………..........
tone of voice …..……..
values …..……………..

part C | PERSONA
audience …..………….
social role ...……….…
promise …..…..……….
circle of influence ……

| 7.

parturition

/ˌpɑːtjʊˈrɪʃ(ə)n/

Noun FORMAL•TECHNICAL

the action of giving birth

| 8.

| 9.

a description, true / imagined,
of a connected series of events

stori culture

derived from the Latin ‘Cultūra’, means
to Cultivate, Nurture, Foster or Develop in
conditions suitable for growth/
consumption.

Expanded with respect to the aspects of
Human social existence [ideas, beliefs,
customs, laws, arts, habits,
lifestyle & overall social behaviour]

| 10.

storiculture

(like agriculture) —it describes the
method of cultivation, acceleration
and dissemination of stories across
all modes, in a suitable manner that
ensures its growth, consumption &
appreciation.

| 11.

storiculturist

(like agriculture) —is a person who
is concerned with the science or
business of cultivation, acceleration
and dissemination of stories across
all modes, in a suitable manner that
ensures its growth, consumption &
appreciation.

| 12.

If we want to build a thriving enterprise, we have
to identify, embrace, embody, and articulate a

brand purpose that inspires our audience to

connect with us. It has to transcend the products
and services we sell.

people don't buy what we sell,

... they buy WHY we sell it.

| 13.

OUR PURPOSE to dramatically increase the
global desirability and perception
WHY WE EXIST of compelling native stories from
emerging markets

| 14.

OUR PRODUCT Impactful Native Content* from
emerging markets, developed
WHAT WE CREATE to their maximum potential, for
high global consumption

*multi-modal | 15.

OUR USP Native for Global _

THE COMPETITIVE EDGE network of film and content expertise

*multi-medium | 16.

OUR MISSION We invest in,
maximising the potential and impact of compelling
WHAT WE INVEST IN ‘Native-for-Global’ content,
by cultivating, accelerating and disseminating
them worldwide to the relevant
audience strategically.

cultivate | accelerate | disseminate

| 17.

OUR PROCESS We invest in the process of cultivating
native stories by:
OF CULTIVATION
enriching them with strong

psycho-socio-cultural insights,

connecting them seamlessly

to globally relevant contexts, and

enhancing their storytelling craft to

global standards

enrich | connect | enhance

| 18.

A strong brand vision will always both, reflect and

support the business strategy, differentiate from
competitors, resonate with consumers, energize and
inspire employees and partners, and precipitate a
gush of ideas for marketing programs. When absent
or superficial, the brand will drift aimlessly and
marketing is likely to be inconsistent and ineffective.

our vision is a promise we make to ourselves

| 19.

VISIONOUR COMPANY to be the world’s most
preferred, trusted and valued
THE LONG-TERM ASPIRATION ‘Native-for-Global’ Content* Company

*multi-medium | 20.

VISIO NOUR INDUSTRY Bring every compelling native story
into the Global Limelight
THE LONG-TERM ASPIRATION

| 21.

OUR FOCUS South Asia has always been a cauldron of
some of the most inspiring cultures and stories
THE NATIVE REGION in the world. Yet, a lot of these stories are
neither known nor effectively told to audiences
in geographies beyond.

We would like to focus on helping strong Native
Stories, from South Asia, find their voices in a
larger Global conversation that could resonate
with the rest of the world.

| 22.

OUR EMOTIONAL Native Pride

TAKEAWAY | 23.

THE INTANGIBLE DIFFERENTIATOR

psyche

/ˈsʌɪki/

Noun FORMAL•TECHNICAL

the mind, soul or spirit

| 24.

The seed of our very existence is our psyche. It's our

Mind; it’s our Soul. It's the innermost core that forms
the true emotional connect with every stakeholder,
employee, vendor, partner & our audience.

we are not a commodity.

we are alive.
we feel.
we have emotions.

| 25.

OUR 1. social impact [high shelf life]
PERSPECTIVE
2. thought-provocativeness [talkability & sharability]
HOW WE APPRAISE CONTENT
3. engagement [entertaining/ emotive]

4. unique storytelling [in concept/ characters/ context/

screenplay/ technicals]

5. universal relatability [emotionally]

| 26.

OUR social, thought-leader, credible,
PERSONALITY nurturing, trendsetter, empowering, positive,

WHO WE ARE progressive, active, rooted, influencer,
responsible, trustworthy

| 27.

OUR SHARED To learn about a Culture, listen to the Stories.
To change a Culture, change the Stories
BELIEF

DRIVES OUR PRIMARY DECISIONS

| 28.

OUR positive, progressive and adaptive
ATTITUDE

THE STYLE OF THINKING WE ADOPT

| 29.

OUR TONE OF VOICE we’re inclusive; not intrusive
we’re clear; and not cold
HOW WE SPEAK
we’re fresh; and still rooted
we’re confident; and not boastful

we’re witty; and not cocky
we’re curious; and not skeptical
we’re always hopeful and positive

| 30.

OUR VALUES Leadership: Desire to shape a better future.
Integrity: Be Fair. Be real.
IDEALS WE HOLD OURSELF TO Quality: What we do, we do well.
Responsibility: Accountability for our power.
Collaboration: Leverage collective genius.
Diversity: As inclusive as our brand.

| 31.

persona
/pəˈsəʊnə/
Noun FORMAL•TECHNICAL
the social role or character adopted

| 32.

OUR curious, discerning,
AUDIENCE progressive, experimentative

WHO INFLUENCE OUR DECISIONS

| 33.

OUR
ARCHETYPE

HOW WE WANT TO BE PROFILED

| 34.

OUR THE CREATOR
ARCHETYPE Goal: to create something with meaning and enduring
value
HOW WE WANT TO BE PROFILED Traits: creative, imaginative, artistic, inventive, entrepreneur
Marketing niche: visionary, help customers express or
create, and foster their imagination
Eg: Apple, Lego, Adobe

THE RULER
Goal: to control, create order from chaos
Traits: Leader, responsible, organized, role model
Marketing niche: Help people become more organized,
restore order, create more stability and security
Eg: Microsoft, Mercedes-Benz, Rolex

THE CAREGIVER
Goal: to care for and protect others
Traits: Caring, nurturing, selfless, generous, compassionate
Marketing niche: Help people care for themselves
Eg: Heinz, Volvo

| 35.

OUR ROLE an inspiring, nurturing, empowering,

THE SOCIAL PART WE PLAY resourceful and trustworthy facilitator

| 36.

OUR PROMISE fair trade, transparency & ownership

THE ASSURANCE WE GIVE

| 37.

INTERNALhow we behave BELIEF
ATTITUDE
OUR how we express ESSENCE
CIRCLE OF
NATIVE PRIDE
INFLUENCE
PERSONALITY
HOW WE INTERACT VOICE

EXTERNAL

| 38.

a ‘Native-for-Global’ __ role an inspiring, nurturing, empowering,
resourceful and trustworthy facilitator
network of content expertise WHO

a ‘Native-for-Global’ Film & Content Network WHAT vision to be the world’s most
that cultivates, accelerates and disseminates essence preferred, trusted and valued
impactful native stories for audiences worldwide
‘Native-for-Global’ content company

Native pride

to dramatically increase global …OUR BRAND DNA…
desirability and perception of
WHY attitude positive, progressive and adaptive
compelling native stories from values
emerging markets worldwide leadership, integrity, responsibility, quality,
collaboration, diversity
We the maximize potential & impact of native stories by:
enriching them with strong psycho-socio-cultural insights, promi se fair trade, transparency & ownership
connecting them seamlessly to globally relevant contexts,

enhancing their storytelling craft to global standards

HOW

| 39.

“If people believe they share values with a company,
they will stay loyal to the brand.”

— HOWARD SHULTZ, CEO OF STARBUCKS

| 40.

chapter 2 | OUR VISUAL IDENTITY

our visual representation

| 41.

Our logo is the tangible form of our brand and visually
represents us to the world. It depicts and inspires our visual
language across all our assets. It is the first and most
interacted entity of our business with every consumer,
stakeholder, employee, and partner as well. Since we are a
collective of many brands and products, it becomes even
more important for us to be standing for what we believe in
and who all we represent.

our logo is the gateway to our soul

| 42.

part A | our logo story

| 43.









| 48.

OUR LOGO

OUR VISUAL PERSONA

| 49.

OUR LOGO

OUR VISUAL PERSONA

| 50.