Brand Strategy developed for FK Diamonds by Brian Tudor

1. FK Diamonds Brand
Strategy
By Brian Tudor
Full Sail University

2. Introduction
FK Diamonds is an independent diamond broker in
Cincinnati Ohio.
Specializes in quality certified loose diamonds
Brand Strategy to become your ‘diamond guy’
FK Diamonds engages customers on a personal one-
to-one level to encourage creativity
Follows the Creator archetype from
Brandhouse.com

3. The FK Diamonds Brand Name
The FK stands for Fred Koss, the principle
and face of FK Diamonds, this provides
built in respectability due to Fred’s 30 plus
years in the diamond industry.

4. The FK Diamonds Brand Image

5. The FK Diamonds Brand word
Sometimes it’s okay to throw rocks at girls.

6. The FK Diamonds Business CArd
Front Back

7. The FK Diamonds Brand Message
The Creator The Creator may be right for your brand
identity if:
Motto: If you can imagine it, it can be
done it promotes self-expression, gives
customers choices and options, helps
Core desire: to create things of foster innovation or is artistic in design
enduring value
it is in a creative field like marketing,
Goal: to realize a vision public relations, the arts, or
Greatest fear: mediocre vision or technological innovation
execution you want to differentiate it from a "do-
Strategy: develop artistic control and it-all" brand that leaves little room for
skill the imagination
Task: to create culture, express own your product has a do-it-yourself
vision aspect that saves money
Weakness: perfectionism, bad solutions your customer has the time to be
creative
Talent: creativity and imagination
your organization has a creative culture
The Creator is also known as:
Examples of Creator brands:
The artist, inventor, innovator,
musician, writer or dreamer Lego, Sony, Swatch, 3M

8. The FK Diamonds Mission Statement
“FK Diamonds provides you with an
elegant shopping and buying experience for
a cost lower than the bigger guy, while
creating personal and customized diamond
jewelry. FK Diamonds wants to be your
“diamond guy” for every occasion.”

9. The FK Diamonds Brand STory
“The basic tale of boy meets girls... they
fall in love... the father requires some
serious bling to give his blessing... FK
Diamonds to the rescue.”

10. The FK Diamonds Promotion
Strategy

11. The FK Diamonds target audience

12. The FK Diamonds Product
Description

13. The FK Diamonds Difference
Everyone needs a ‘Diamond Guy’...
FK Diamonds Can be yours

14. FK Diamonds SWOT:
Company Analysis
Strengths Weaknesses
• Over Thirty years of Diamond Jewelry • The Law of Change
Experience • Current all Flash website
• The Law of Credentials • Lack of Presences in the Digital Space
• The Law of Quality • No Search Optimization for current FK
• Word of Mouth Marketing Diamonds Website
• Memorable Logo
• The Law of the Shape
Opportunities Threats
• Facebook Fan Page • Larger Diamond Retailers
• Mobile Website • Current all Flash website
• Viral Marketing • Not Understanding the Digital Space
• Updated Website • Blue Nile’s new mobile website and
• Search Engine Optimization/Marketing mobile application
• One to One interaction with all
potential customers

15. FK Diamonds SWOT:
Brand Analysis
Strengths Weaknesses
• The Law of Advertising • The Law of Company
• The Law of Quality • The Law of the Category
• The Law of the Proper Name • The Law of Advertising
• The Law of the Shape
• The Law of the Color
Opportunities Threats
• The Law of Publicity • The Law of Time
• The Law of Transformation • The Law of Singularity
• The Law of Interactivity • The Law of Vanity

16. FK Diamonds SWOT for
Branding
Strengths
• FK Diamonds follows the Law of Advertising, with advertisements currently running on local Cincinnati
sports radio during afternoon drive
• Currently running a targeted banner ad campaign on Facebook
• The brand logo currently fulfills the Law of the Shape and the Law of the Color
• Fulfills the Law of Quality by providing quality certified loose diamonds and diamond jewelry
• The Law of the Proper Name is fulfilled, by using Fred Koss’ name
Weaknesses
• FK Diamonds breaks the Law of the Company, because the brand and the company share the same
name, FK Diamonds would do well to advertise the company name as Fred Koss Diamonds, and use FK
Diamonds as a brand name selling a line of custom jewelry.
Opportunity
• The FK Diamonds brand can benefits by following the Law of Publicity, by posting releases for upcoming
events (website relaunch party, diamond education events, .etc).
• Using the Law of Transformation FK Diamonds can morph from a strictly word of mouth marketing
strategy, transforming to an Internet Marketing strategy to spread the word about FK Diamonds
• By creating a mobile presence or branded mobile application FK Diamonds can satisfy the Law of
Interactivity
Threats
• The Law of Time is a threat to FK Diamonds, as they are late to ‘diamond party’ in the digital space and
have a lot of catching up to do
• FK Diamonds in not currently at top of the diamond market in the local Cincinnati area, without a strong
branding effort they could fall prey to the Law of the Singularity
• Fred Koss is just one person, but he is trying to be everything for FK Diamonds, rather than using FK
Diamonds as a specific brand and Fred Koss Diamonds as a business name it will fall to the Law of Vanity

17. FK Diamonds Brand
Strategy
By Brian Tudor
Full Sail University