Business.com — Four Businesses with Killer Branding

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Killer Branding Example #2: Pai Technology

Pai Technology is an international company focused on the development of children three to 12 years old  As a brand that’s new to the U.S., they knew they needed to be really clear on their messaging in order to cut through the noise.

Amy Braun, the U.S. marketing director for Pai, says, “We’re competing against major education tech brands in the children’s tech toy space. We need a brand message that not only resonates with our audience but also communicates what we stand for, which is family values and child development.”

Pai Technology ended up settling on the slogan, ‘grow, develop and play. Its media kit really paints a picture in the first two sentences, “Imagine…technology that doesn’t tear your family apart, but instead brings you closer together. Imagine…technology that doesn’t interfere with your child’s education and development, but encourages it.”

With messaging like that, it’s no secret what the brand is all about.