Tru Love

At Home, our Planning team have invented a handy little thing called the TRU framework. It's been used to help develop brilliant brands for hundreds of clients. Now, we're putting it to the test to see if it can help our Homie, Miles, find TRU love.

STEP 1
T IS FOR

TRUE TO THE BUSINESS

Our first step is getting to know everything there is to know about a brand and the business that owns it, because ultimately, what we create must be true to who they are. So how did we make sure we were staying true to Miles as a person? Well, we interviewed him, sent out surveys to his friends and family, and completed an audit of his social media accounts.

TOP TRAIT HUMOUR
'I PLAY GUITAR IN BED'

Alex Turner wannabe

AGE: 25 OCCUPATION: PLANNING EXECUTIVE STATUS: SINGLE LOCATION: NORTH YORKSHIRE
GOOD AT CHARMING PARENTS. EVEN BETTER AT CHARMING
GRANDPARENTS.
CREATIVE, BUT NOT WITH A PENCIL MUSIC IS LIFE EXCELS IN HIS ADVERTISING JOB DRESSES WITH FLAIR
OTHERS SAY FUNNY - EASY-GOING HUMBLE - INTERESTING NICE - INDEPENDENT

TO SUMMARISE:

Miles is a catch. He's a genuine, caring guy with a lot of passion for his interests and the ability to make anyone laugh. He's incredibly easy to talk to, but he doesn't like to talk about himself too much, adding an air of intrigue around him.

STEP 2
R IS FOR

RELEVANT TO THE CUSTOMER

Next we must make sure we know our brand's target audience. Not only who they are, but how they feel and behave. Only then can we build a brand that is meaningful to them. Miles' "target audience" was simple to define. The challenge was to get to know his audience in detail, so we sent a survey to 100 women who fit his criteria, as well as conducting in depth interviews with a select few...

20 - 30 YORKSHIRE / MANCHESTER BASED GOOD MUSIC TASTE SELFISH WITTY TAKES HERSELF TOO SERIOUSLY KIND-HEARTED
HONESTY MOST IMPORTANT ATTRIBUTE WOMEN LOOK FOR 2ND HARDEST ATTRIBUTE TO FIND
WHAT WOMEN WANT: 1. HONESTY 2. A GOOD SENSE OF HUMOUR 3. OPENNESS
KEY INSIGHTS

"THERE NEEDS TO BE SOMETHING ABOUT HIM THAT MAKES ME WANT TO FIND OUT MORE"

TO SUMMARISE:

Miles doesn't really have a 'type', but as with everyone, there are traits he looks out for. Women in his audience are looking for someone who's open and honest, but just being a gent won't cut it. We found that women love a guy who can make them laugh and has a bit of a mysterious edge.

STEP 3
U IS FOR

UNIQUE IN THE MARKET

For a brand to stand out against its competitors, and be successful, it must be unique and have differentiation. In the case of Miles, his competitors were other single males. So, to find out more about who they are and how they behave and feel, we surveyed 100 of them...

MEN CONSIDER THEMSELVES 1. INDEPENDENT 2. HONEST 3. RESPECTFUL
21 - 35 YEAR
OLDS WITH
AN ONLINE
DATING PROFILE:
35
%
68% PUT FAMILY FIRST
69% MANAGE THEIR FINANCES WELL
61% ARE CONFIDENT AND EXCITED ABOUT THEIR FUTURE
7% RISE IN SEARCHES OF 'GENT' IN THE PAST 10 YEARS. GENT. 'Noun' A COURTEOUS, HONORABLE MAN.

TO SUMMARISE:

Miles is entering a fairly competitive dating world. Most other men consider themselves honest and have a mature mind-set, but they mustn't be doing a great job of conveying it, as women think these are two of the hardest attributes to find! Trends seem to suggest that the notion of being a gentleman is making a comeback.

THE REALLY SIMPLE BRAND MODEL

Only after using the TRU framework can we bring it all together using our unique, but straight-forward, brand model that gets to the heart of what the brand should be about.

PROMISE

Good vibes with soul

PERSONALITY

Kind-hearted gent

Cheeky wit

Imaginative

Driven

ACTIONS

Go your own way

Anyone, everyone

Work hard

Play hard