MKT62504 Creative Brand Strategy 29.8.22 - 2.12.22 (Week 1 - Week 14)
Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University
Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation
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.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
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 strategy2. Creative execution3. Creative implementation4. 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
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
Task 1: Case Study & Campaign Proposal
fig 1.1 case study document.pdf 4/9/22
fig 1.2 task 1a: case study.pdf 4/9/22
fig 1.3 campaign proposal document.pdf 18/9/22
fig 1.4 final task 1b: campaign proposal.pdf 18/9/22
Task 2: Ideation & Art Direction
fig 2.1 ideation & design direction dump docs 9/10/22
fig 2.2 final ideation & design direction deck 9/10/22
Task 3: Campaign Branding
fig 3.1 task 3: campaign branding deck 2/12/22
fig 3.2 introduction video.mp4 2/12/22
PRACTICAL
Task 1: Case Study & Campaign Proposal
fig 1.1 case study document.pdf 4/9/22
fig 1.2 task 1a: case study.pdf 4/9/22
fig 1.3 campaign proposal document.pdf 18/9/22
fig 1.4 final task 1b: campaign proposal.pdf 18/9/22
Task 2: Ideation & Art Direction
fig 2.1 ideation & design direction dump docs 9/10/22
fig 2.2 final ideation & design direction deck 9/10/22
Task 3: Campaign Branding
fig 3.1 task 3: campaign branding deck 2/12/22
fig 3.2 introduction video.mp4 2/12/22
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?
Week 4:
Based on what you have here, I think the direction you want to go with is not that clear yet. In this case, you have to compile your ideas to become more solid. Also, remember that you are going to make a website where you will need to write body texts, are you sure to use only handwritten typefaces to execute it? My advice is find at least one or two serif/sans-serif to include.
Week 5:
I think the iPod and AirPods case ideas can work, because the trends nowadays are somehow going back in time right? But remember there are already so much work to do, are you sure you will have the time to execute all of these merchandises? Of course you are free to do as much as you want but just in case, pick some as your priority and the rest can just be back ups.
Week 6:
It is really nice to see that you have broke down the contents you want to put inside the journal, this means you understand clearly what you are doing. However, it is not necessary to design all of the pages, some previews would be enough. For the logos, I like the one that looks like a board game. It is also interesting to see you use symbols to represent your campaign name, maybe you can try to execute these two? You don't have to use the brand colours for your logo though, otherwise if will become difficult for the audience to differentiate which is the logo and which is part of the contents.
Week 8:
Independent Learning Week
Week 9:
Can try bringing the one step @ a time icons to the step or combine the step with the checkered pattern. Also do try to adapt other typefaces as current choice is rather too childish and not too aesthetically exciting to see.
Week 10:
Public Holiday
Week 11:
I can see that you are struggling here, there is so much things going on. Reduce the colour you are using, maybe choose only one or two from your proposed colour palette as the background. You can also use different style of paper; ruled, dots to make some variations. I suggest to not use the brown anymore and just proceed with black.
Week 12:
Some posts from the feed still have the potential to be expanded as carousels as they can contain more information on the campaign itself. You can introduce the brand story, state the brand value/mission & vision etc. More progress are needed as only merchandises are done for now.
Week 13:
Election Holiday
Week 14:
The overall social media posts and merchandises looks quite nice, it shows consistency in the elements you are using. Although there are multiple handwritten typefaces applied here and there, it still work which is great. For the website, it seemed easy but it doesn't, isn't it? But since you are done with the rest, you will figure it out.
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?
Week 4:
Based on what you have here, I think the direction you want to go with is not that clear yet. In this case, you have to compile your ideas to become more solid. Also, remember that you are going to make a website where you will need to write body texts, are you sure to use only handwritten typefaces to execute it? My advice is find at least one or two serif/sans-serif to include.
Week 5:
I think the iPod and AirPods case ideas can work, because the trends nowadays are somehow going back in time right? But remember there are already so much work to do, are you sure you will have the time to execute all of these merchandises? Of course you are free to do as much as you want but just in case, pick some as your priority and the rest can just be back ups.
Week 6:
It is really nice to see that you have broke down the contents you want to put inside the journal, this means you understand clearly what you are doing. However, it is not necessary to design all of the pages, some previews would be enough. For the logos, I like the one that looks like a board game. It is also interesting to see you use symbols to represent your campaign name, maybe you can try to execute these two? You don't have to use the brand colours for your logo though, otherwise if will become difficult for the audience to differentiate which is the logo and which is part of the contents.
Week 8:
Independent Learning Week
Week 9:
Can try bringing the one step @ a time icons to the step or combine the step with the checkered pattern. Also do try to adapt other typefaces as current choice is rather too childish and not too aesthetically exciting to see.
Week 10:
Public Holiday
Week 11:
I can see that you are struggling here, there is so much things going on. Reduce the colour you are using, maybe choose only one or two from your proposed colour palette as the background. You can also use different style of paper; ruled, dots to make some variations. I suggest to not use the brown anymore and just proceed with black.
Week 12:
Some posts from the feed still have the potential to be expanded as carousels as they can contain more information on the campaign itself. You can introduce the brand story, state the brand value/mission & vision etc. More progress are needed as only merchandises are done for now.
Week 13:
Election Holiday
Week 14:
The overall social media posts and merchandises looks quite nice, it shows consistency in the elements you are using. Although there are multiple handwritten typefaces applied here and there, it still work which is great. For the website, it seemed easy but it doesn't, isn't it? But since you are done with the rest, you will figure it out.
REFLECTION
It has been a really tough semester for me, which I underestimated in the beginning. First thing first, it was a great opportunity to get to know my classmates better. I have never talked to Lene and Raghad before and I feel like this task has built us a really nice little friendship. We got to know each other and have to use each other as the subject of our campaign, even in a non-visual wise I think I did a great job developing the campaign.
The whole process was indeed a roller coaster ride. I thought I would have more free time this semester looking at the workload in a glance and used the opportunity to devote as a part of a club's committe. Was not expecting I would be doing more club responsibilities rather than my assignments at all. I managed to get everything done, like I always have. But one thing is I could have make my final slides more detailed and complete if only I am better at my own time management. To be brutally honest I did my final compilation slides on the phone since I forgot that we have to make one and I didn't have my laptop around. Was having an exam the whole day and have to attend an awarding ceremony after it, I mean I like being productive but not this stressful-kind one. It was very traumatic in fact to have that uneasy feeling carried inside your head all day and I promised myself to neverrrr experience this again. The only good thing is that our club won twice that night, all the hardwork is paid off and I am so proud of everyone!
I wanted to tell a little story about my club because I feel like Miss Lilian and this module played a big part in my role. Other than being a part of the EXCO/BOD, I am the director of design of our upcoming musical which is going to be one the biggest event Taylor's students will ever held. In fact, this is going to be my first professional work in the industry! We need a really strong marketing to make it happen and get a large number of audience because the production costs are very high. As a director, I am responsible for it and this module has really helped me throughout. I always turn back to the lecture notes you gave us and refer to it before taking any further actions in marketing-wise. Now I know about customer journey map, how to determine the touchpoints and all, and I will be applying these knowledge for sure. I am really grateful how we have a campaign branding as our task this semester because then I have an experience of developing a branding of a not-a-business brand. It has changed the way I see how branding works in the way that I could not explain (I tried to write it down but I cannot find the accurate words to represent it soooo nevermind:')) but yes, thank you very much Miss Lilian, you are one of the lecturer I learned the most from and I think that is all that matters after we graduated, isn't it? Anyway, I wouldn't have taken this role if it wasn't because of you so big hugssss! I am very determined to succeed on this and if I did, you know you were behind it <3
*I am aware that this final reflection is not really about our tasks directly but this is what I am feeling about the module itself and how impactful it is to my career so I think I should include it!
REFLECTION
It has been a really tough semester for me, which I underestimated in the beginning. First thing first, it was a great opportunity to get to know my classmates better. I have never talked to Lene and Raghad before and I feel like this task has built us a really nice little friendship. We got to know each other and have to use each other as the subject of our campaign, even in a non-visual wise I think I did a great job developing the campaign.
The whole process was indeed a roller coaster ride. I thought I would have more free time this semester looking at the workload in a glance and used the opportunity to devote as a part of a club's committe. Was not expecting I would be doing more club responsibilities rather than my assignments at all. I managed to get everything done, like I always have. But one thing is I could have make my final slides more detailed and complete if only I am better at my own time management. To be brutally honest I did my final compilation slides on the phone since I forgot that we have to make one and I didn't have my laptop around. Was having an exam the whole day and have to attend an awarding ceremony after it, I mean I like being productive but not this stressful-kind one. It was very traumatic in fact to have that uneasy feeling carried inside your head all day and I promised myself to neverrrr experience this again. The only good thing is that our club won twice that night, all the hardwork is paid off and I am so proud of everyone!
I wanted to tell a little story about my club because I feel like Miss Lilian and this module played a big part in my role. Other than being a part of the EXCO/BOD, I am the director of design of our upcoming musical which is going to be one the biggest event Taylor's students will ever held. In fact, this is going to be my first professional work in the industry! We need a really strong marketing to make it happen and get a large number of audience because the production costs are very high. As a director, I am responsible for it and this module has really helped me throughout. I always turn back to the lecture notes you gave us and refer to it before taking any further actions in marketing-wise. Now I know about customer journey map, how to determine the touchpoints and all, and I will be applying these knowledge for sure. I am really grateful how we have a campaign branding as our task this semester because then I have an experience of developing a branding of a not-a-business brand. It has changed the way I see how branding works in the way that I could not explain (I tried to write it down but I cannot find the accurate words to represent it soooo nevermind:')) but yes, thank you very much Miss Lilian, you are one of the lecturer I learned the most from and I think that is all that matters after we graduated, isn't it? Anyway, I wouldn't have taken this role if it wasn't because of you so big hugssss! I am very determined to succeed on this and if I did, you know you were behind it <3
*I am aware that this final reflection is not really about our tasks directly but this is what I am feeling about the module itself and how impactful it is to my career so I think I should include it!
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