MKT62504 Creative Brand Strategy 29.8.22 - 19.9.22 (Week 1 - Week 4)
Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University
Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Case Study & Campaign Proposal
LECTURES
LECTURES
Week 1: As usual, during the first week of class, the lecturer briefed us on the tasks we will be assigned this semester. Miss Lilian also went through our module information booklet and timeline one by one. She talked about personal branding and used Japan (country), David Beckham (football player) and Mercedes; Mini Cooper; Volvo (car brands) as examples.
The purpose of this module is to further advance the understanding of brand experience which is an important aspect in graphic design practice and marketing. In fact, to understand brand strategy, we must first understand branding. So, what is branding?
1. The process of quantifying the value and authenticity of an organization, product, or service.
2. A clear set of characteristics, benefits, and attributes that define a particular brand.
3. One of the most critical aspects of business strategy.
4. Provides a sustainable competitive advantage.
5. Allows a business to differentiate it's products and services from competitors.
2. A clear set of characteristics, benefits, and attributes that define a particular brand.
3. One of the most critical aspects of business strategy.
4. Provides a sustainable competitive advantage.
5. Allows a business to differentiate it's products and services from competitors.
Furthermore, brand strategy defines rules and guidelines based on these 5 interrogative word on brand messages communication:
1. How
2. What
3. Where
4. When
5. Whom
2. What
3. Where
4. When
5. Whom
We need a brand strategy to provide clarity about the competitive landscape, market position and customer expectations as well
as enhancing the brand's market performance. In the end, a consistent brand message, strong emotional connection with customers and high brand equity can be achieved from a well-executed
brand strategy.
Week 2: For week 2 onwards, Miss Lilian has prepared lecture notes for us. The lecture basically covers more in-depth about our task 1. We can see an example of a diagram that outlined different stages and roles that fits within brand development.
The basic brand development process:
1. Formulating a brand strategy
2. Creative execution
3. Creative implementation
4. Communicating the brand
Brand experience: Endeavours to engage people with the brand at a level that captures the audience’s sense.
Campaign: A continuous attempt/marketing strategy to communicate message and reach out to it’s target audience with unified effort to make annoncement and usually stays for a longer period of time.
Social Media: Platforms to connect and share content to audience while building relationships.
SWOT (Strengths, Weaknesses, Opportunities & Threats): An analysis tool to help develop full awareness of all the factors involved in decision making.
Customer Journey Map: A visual representation of the customer journey to help identifying customer’s experiences with the brand across all touchpoints in all stages.
Miss Lilian also has listed some links to refer to for existing personal branding, SWOT, positioning and customer journey map examples.
Week 3: Under the week 3 lecture we learn more about writing a positioning statement. The stages should be from target customer - market definition - brand promise - reason to believe.
Moreover, Miss Lilian showed us a competitive frame of reference for competition defining usage.
Big idea: Overarching concept that is executed not limited to one platform but can stretch across all media. The stage should start from understanding - clarifying - positioning - brand essence - big idea.
Week 4: This week’s lecture is really helpful to establish and decide on our brand touchpoints. These touchpoints can be defined as the interactions and exposures between a consumer and a brand which are essentials to be considered precisely in order to reach the business/campaign goals.
The three-step process:
1. Make a complete list of the various brand marketing activites and brand touchpoints for everywhere the target audience could experience aslong the phases in customer journey map.
2. Prioritize the touchpoints based on the potential impact by determining where to best focus your time, money and energy.
3. Add the prioritized brand marketing activites and touchpoints, map them along the customer experience journey.
The lecture also guide us to do our task 2 which is creating a mood board and deciding the art direction. Perhaps, mood board can work as a/an:
> Inspiration
> Affirmation
> Guidance
> Communication
While art direction revolves around:
> Campaign logo
> Colour palette
> Typography
> Visual style
> Graphic elements
INSTRUCTIONS
INSTRUCTIONS
PRACTICAL
1.1 Task 1A: Case Study
It's the same as Miss Lilian's other module, Brand
Corporate Identity, the first task of the semester is a
case study. According to the information booklet, we have
to analyse a well-established personal brand campaign
starting by identifying it's strategy, understanding the
experiences to reviewing the key visuals and how they were
applied.
Since I'm from Indonesia, I want to study someone who is
also from my home country. The truth is Indonesia has so
many amazing and talented figures and I want to let the
world know that I'm proud to have them. Let's say this is
one of the ways where I can contribute to raise my
national flag.
Thinking of someone from Indonesia that has became very
successful and been recognized globally, my mind goes
straight to Nicole Zefanya. She is only 23 but has already
encountered so many things in the music industry! I'm also
familiar with her songs since I'm a big fan so there won't
be much to research on, at least that's what I thought at
first.
fig 1.1.1 Nicole Zefanya (NIKI)
Half-way on doing the case study, I kind of regret
choosing NIKI as my subject. There were literally sooo
many things that she has experienced which gonna take me
a longer time to cover everything. I had a thought on
changing to another Indonesian public figure, Clarissa
Putri, but then decided to just continue with what I
have already started. A short introduction, Rissa is an
influencer who started off her career on YouTube with
her friend group. She has been battling with obesity for
years and is actively sharing her journey on Instagram
and TikTok. Her story is really powerful and inspiring
but she is not that well-known outside of Indonesia,
which is why I'm interested in analyzing her brand.
Well, maybe I can examine her some other time.
fig 1.1.2 Clarissa Putri (Rissa)
For this case study, I watched almost all interviews
that feature NIKI on YouTube. I don't think the
information provided in online articles are enough for
me to cover every aspects of the task. In addition,
the more that I watch, the more that I admire and
respect her figure. The attitude and personality that
she has are just fascinating. Although NIKI is already
very successful in such young age, she is still very
humble and down to earth. She never forgets where she
came from and always carry her identity wherever she
goes. Furthermore, I dumped all of the information from both sources in
a document and establish each segmentation of the case
study based on it.
fig 1.1.3 case study document.pdf
4/9/22
Then I begin to design the slides and pour all the
contents I have gathered. At first I want to go with a
more "girly" direction but then I noticed that she got
more photos with darker tones so I changed my mind.
fig 1.1.4 slides progress #1 4/9/22
Due to some low quality pictures that I found, I added
some grain and vignette effect to create
consistency.
fig 1.1.5 slides progress #2 4/9/22
I was creating one slide for each of NIKI's album until I
realize that there were so many which will result in
"too-many-slides" lol.
fig 1.1.6 slides progress #4 4/9/22
fig 1.1.7 final task 1a: case study.pdf 4/9/22
1.2 Task 1B: Campaign Proposal
In this second task, we have to propose a campaign of the
personality given to us which is our own classmate. Miss
Lilian picked randomly based on our name lists and I got
Lene. I have never really talked to her before so this is
gonna be pretty challenging as I have no single idea about
Lene's background.
fig 1.2.1 my given personality, Lene
Unlike most of my classmates, I decided to interview Lene
in a casual way so it's not to tense for either of us. I
began with confirming her origin and continue asking about
her interests.
fig 1.2.2 interview answers.pdf 4/9/22 - 11/9/22
After receiving all the answers I need, I compile them
all in a seperate document and start writing my campaign.
In the beginning I was struggling with it because I don't
think there is much to explore. But then when I review all
of the questions and answers again, I feel like how Lene
noticed that she found her calling later than other people
is quite interesting. Perhaps I can make a campaign to
motivate others who are experiencing the same thing, let
them know that they are not alone and it's totally okay to
be that way. "Everyone has their own timing", that's the
voice I want to emphasize on.
When I show Miss Lilian my campaign for the first time,
she thinks that it's more towards a motivational speaker
rather than an athlete, therefore I can brand her as an
influencer instead. So here we go, Lene as the youth
motivational speaker hahahah. I haven't told her yet that
I would brand her as a speaker, wonder how she will react
lol. *hopefully she is fine with it sksksksk*
Finally, I settled the campaign name as "One step at a
time" because I think it sounds more friendly. I also did
some further research on the advantages and disadvantages
of a speaker to determine the SWOTs as well as taking a
look at some other motivational speakers out there to
define the market competition. My positioning on Lene is
inspired by a comment I saw years back on YouTuber Tiffany
Ma's channel. I remember her discussing about girls
related topic in one of her video and some subscriber
commented, "how I wish I have an older sister to teach me
these stuffs."
fig 1.2.3 campaign proposal document.pdf 18/9/22
For the slides design, since I don't have many
pictures, I decided to use illustrations on a grid
background to make it appear like a journal and more
personalized.
fig 1.2.4 final task 1b: campaign proposal.pdf 18/9/22
PRACTICAL
1.1 Task 1A: Case Study
It's the same as Miss Lilian's other module, Brand
Corporate Identity, the first task of the semester is a
case study. According to the information booklet, we have
to analyse a well-established personal brand campaign
starting by identifying it's strategy, understanding the
experiences to reviewing the key visuals and how they were
applied.
Since I'm from Indonesia, I want to study someone who is
also from my home country. The truth is Indonesia has so
many amazing and talented figures and I want to let the
world know that I'm proud to have them. Let's say this is
one of the ways where I can contribute to raise my
national flag.
Thinking of someone from Indonesia that has became very
successful and been recognized globally, my mind goes
straight to Nicole Zefanya. She is only 23 but has already
encountered so many things in the music industry! I'm also
familiar with her songs since I'm a big fan so there won't
be much to research on, at least that's what I thought at
first.
fig 1.1.1 Nicole Zefanya (NIKI)
Half-way on doing the case study, I kind of regret
choosing NIKI as my subject. There were literally sooo
many things that she has experienced which gonna take me
a longer time to cover everything. I had a thought on
changing to another Indonesian public figure, Clarissa
Putri, but then decided to just continue with what I
have already started. A short introduction, Rissa is an
influencer who started off her career on YouTube with
her friend group. She has been battling with obesity for
years and is actively sharing her journey on Instagram
and TikTok. Her story is really powerful and inspiring
but she is not that well-known outside of Indonesia,
which is why I'm interested in analyzing her brand.
Well, maybe I can examine her some other time.
fig 1.1.2 Clarissa Putri (Rissa)
For this case study, I watched almost all interviews
that feature NIKI on YouTube. I don't think the
information provided in online articles are enough for
me to cover every aspects of the task. In addition,
the more that I watch, the more that I admire and
respect her figure. The attitude and personality that
she has are just fascinating. Although NIKI is already
very successful in such young age, she is still very
humble and down to earth. She never forgets where she
came from and always carry her identity wherever she
goes. Furthermore, I dumped all of the information from both sources in
a document and establish each segmentation of the case
study based on it.
fig 1.1.3 case study document.pdf
4/9/22
Then I begin to design the slides and pour all the
contents I have gathered. At first I want to go with a
more "girly" direction but then I noticed that she got
more photos with darker tones so I changed my mind.
fig 1.1.4 slides progress #1 4/9/22
Due to some low quality pictures that I found, I added
some grain and vignette effect to create
consistency.
|
|
fig 1.1.5 slides progress #2 4/9/22 |
I was creating one slide for each of NIKI's album until I
realize that there were so many which will result in
"too-many-slides" lol.
fig 1.1.6 slides progress #4 4/9/22
fig 1.1.7 final task 1a: case study.pdf 4/9/22
1.2 Task 1B: Campaign Proposal
In this second task, we have to propose a campaign of the
personality given to us which is our own classmate. Miss
Lilian picked randomly based on our name lists and I got
Lene. I have never really talked to her before so this is
gonna be pretty challenging as I have no single idea about
Lene's background.
fig 1.2.1 my given personality, Lene
Unlike most of my classmates, I decided to interview Lene
in a casual way so it's not to tense for either of us. I
began with confirming her origin and continue asking about
her interests.
fig 1.2.2 interview answers.pdf 4/9/22 - 11/9/22
After receiving all the answers I need, I compile them
all in a seperate document and start writing my campaign.
In the beginning I was struggling with it because I don't
think there is much to explore. But then when I review all
of the questions and answers again, I feel like how Lene
noticed that she found her calling later than other people
is quite interesting. Perhaps I can make a campaign to
motivate others who are experiencing the same thing, let
them know that they are not alone and it's totally okay to
be that way. "Everyone has their own timing", that's the
voice I want to emphasize on.
When I show Miss Lilian my campaign for the first time,
she thinks that it's more towards a motivational speaker
rather than an athlete, therefore I can brand her as an
influencer instead. So here we go, Lene as the youth
motivational speaker hahahah. I haven't told her yet that
I would brand her as a speaker, wonder how she will react
lol. *hopefully she is fine with it sksksksk*
Finally, I settled the campaign name as "One step at a
time" because I think it sounds more friendly. I also did
some further research on the advantages and disadvantages
of a speaker to determine the SWOTs as well as taking a
look at some other motivational speakers out there to
define the market competition. My positioning on Lene is
inspired by a comment I saw years back on YouTuber Tiffany
Ma's channel. I remember her discussing about girls
related topic in one of her video and some subscriber
commented, "how I wish I have an older sister to teach me
these stuffs."
fig 1.2.3 campaign proposal document.pdf 18/9/22
For the slides design, since I don't have many
pictures, I decided to use illustrations on a grid
background to make it appear like a journal and more
personalized.
fig 1.2.4 final task 1b: campaign proposal.pdf 18/9/22
FEEDBACK
Week 2:
Task 1b — I can see that you have already started which is good, but I feel like there is not much information to help you here. I would suggest you to seek more. If you want to focus on her sports career, go ahead and ask more questions about it in details. Then, brainstorm what else can you do. You don't have to follow what she wants to be exactly, exaggerate it, be creative and as wild. Lene is just the subject you have to cover, but it's all up to you when it comes to branding her.
Week 3:
Task 1a — I like that you always paraphrase. However, I think there is a little confusion between brand experience and application here. Under the experiences, you can include what she has done previously, for example: live performances, it would be nice if you can even show the video. For her singles and albums, I would say putting this under brand applications makes more sense. Although in the beginning there is no consistency design-wise, it's still a form of application.
Task 1b — The campaign is interesting, you can attract the target audience through being "relatable". However, if this is your campaign, you should be branding her as a motivational speaker instead of an athlete. Maybe being involved in sports can be one of her job or something that she does, but on top of that being a speaker is the main focus. Moreover, you should be clear on the direction you are branding her as because I can see you still got mixed up here and there. Also, I wouldn't say the last stage on your customer journey map as 'purchase", don't you think "loyalty" works better in this case?
FEEDBACK
Week 2:
Task 1b — I can see that you have already started which is good, but I feel like there is not much information to help you here. I would suggest you to seek more. If you want to focus on her sports career, go ahead and ask more questions about it in details. Then, brainstorm what else can you do. You don't have to follow what she wants to be exactly, exaggerate it, be creative and as wild. Lene is just the subject you have to cover, but it's all up to you when it comes to branding her.
Week 3:
Task 1a — I like that you always paraphrase. However, I think there is a little confusion between brand experience and application here. Under the experiences, you can include what she has done previously, for example: live performances, it would be nice if you can even show the video. For her singles and albums, I would say putting this under brand applications makes more sense. Although in the beginning there is no consistency design-wise, it's still a form of application.
Task 1b — The campaign is interesting, you can attract the target audience through being "relatable". However, if this is your campaign, you should be branding her as a motivational speaker instead of an athlete. Maybe being involved in sports can be one of her job or something that she does, but on top of that being a speaker is the main focus. Moreover, you should be clear on the direction you are branding her as because I can see you still got mixed up here and there. Also, I wouldn't say the last stage on your customer journey map as 'purchase", don't you think "loyalty" works better in this case?
REFLECTION
Experiences: Personally, I think the tasks are very interesting, especially in task 1b where I can get to know my classmate. It’s challenging as well because every each of us got different backgrounds and various area of interests. Working on these tasks feels like a warm-up before working in the design industry.
Observations: I didn’t know that there are so many aspects to be covered just to brand a person but now I totally get the reasons why all of these exist and why are they important. These tasks have showed me that branding requires a lot of thoughts and considerations which makes it so valuable.
Findings: It’s my first time using a customer journey map and it’s interesting to know that we have to see from the target audience’s perspective in order to establish relevant touchpoints. Outside of what the task is supposed to teach me, I learn that my classmate, Lene used to play handball professionally. I really hope that she will play again after recovering from her injury because I'm 100% rooting for her!
REFLECTION
Experiences: Personally, I think the tasks are very interesting, especially in task 1b where I can get to know my classmate. It’s challenging as well because every each of us got different backgrounds and various area of interests. Working on these tasks feels like a warm-up before working in the design industry.
Observations: I didn’t know that there are so many aspects to be covered just to brand a person but now I totally get the reasons why all of these exist and why are they important. These tasks have showed me that branding requires a lot of thoughts and considerations which makes it so valuable.
Findings: It’s my first time using a customer journey map and it’s interesting to know that we have to see from the target audience’s perspective in order to establish relevant touchpoints. Outside of what the task is supposed to teach me, I learn that my classmate, Lene used to play handball professionally. I really hope that she will play again after recovering from her injury because I'm 100% rooting for her!
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