CREATIVE BRAND STRATEGY TASK 1 : CASE STUDY & CAMPAIGN PROPOSAL

September 12, 2022

CREATIVE BRAND STRATEGY TASK 1 : CASE STUDY & CAMPAIGN PROPOSAL

29.08.2022 - 19.09.2022 | Week 1 - Week 4

Ng Wai Fern | 0354966

Creative Brand Strategy | Bachelor of Design in Creative Media

Task 1 : Case study and campaign proposal

LECTURE NOTES

Week 1

On the first week, Ms. Lilian briefed the MIB to us and what to be expected in this module and the timeline for the tasks.

Week 2

The Branding Process

Branding is not simply about creating a logo, strapline and graphic to ‘paste’ onto a company, country or person. A ‘rebrand’ will not instantly change the way an organization or entity is perceived or behaves. A brand encompasses the perception of it and its reputation, as well as its tangible ‘look and feel’. It relates to the behaviour of a company as well as to the customer experience of it. Successful brands are those that are dynamic and adaptable, that are able to evolve as markets change and audiences segment

Basic brand development process

Develop a brand strategy:

Determining brand direction is important. The strategy should detail the understanding of the brand's audience, the market, etc., and should also be integrated with the brand's aspirations.

Creative Execution:

The strategy will move into the brand development phase, which includes creating the look and feel for the brand, creating the brand language, and the logo and name.

Creative Execution:

Brand execution will take many forms and be visible through various platforms. A complete brand implementation from concept to development requires design to create a brand identity.

Brand Communications:

This should cover the brand's staff and external communications execution.

The Brand Experience

Brand experience is about engaging people with a brand in a way that captures the senses of the audience. Brand building is now entering a stage where a brand needs to demonstrate its ability to deliver as well as emphasize its value.

What is a Campaign?
A continuous attempt to communicate message to its audience and usually stays for a longer period of time. A marketing strategy that reach out to its target audience with singular (unified) effort to make announcement and create engagement.

What is Social Media?
Websites and applications that enable users to create and share content or to participate in social networking. By design, social media is Internet-based and gives users quick electronic communication of content. Social media is about conversations, community, connecting with the audience and building relationships

The Creative Strategy

Brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand

SWOT

Strengths

An integral part of a brand, make the brand does particularly well, or distinguishes itself from the competitors.

Weaknesses

Inherent features of a brand, a section where need to take time to examine how and why the competitors are doing better and what the brand is lacking.

Opportunities

The chances for something positive to happen, they usually arise from external situations

Threats

Including external challenges that can have negative impacts, is critical to anticipating threats and taking action to address them before they become victims.

Brand Positioning

The conceptual place you want to own in the target audience’s mind—the benefits you want them to think of your brand.

Customer Journey Map

A visual representation of the customer journey, helps on identify customer’s experiences with the brand across all touchpoints in all stages.

Week 3
Frame of Reference

The competitive frame of reference defines which other brands a brand competes with and therefore which brands should be the focus of analysis and study.

Brand Positioning Statement

A brand positioning statement outlines exactly what your company does, for whom, and what makes you different.

What is a Big Idea?

A campaign’s big idea is the overarching message that underpins all elements of a campaign in order to resonate with the target audience.

Developing the big idea

Understanding: starts with the definition of the challenge and the creation of a clear brief for everyone involved
Clarifying: all the learnings from the research and analysis are distilled into a unifying idea
Positioning: the development and refinement of a positioning strategy. Perceptual mapping (aka frame of reference) is a technique often used in brand storm positioning strategies
Brand essence: find the uncover brand essence and list out the competitive advantage, core values, SWOT analysis

Week 4
Touch Point
Brand Touchpoints can be defined as the interactions and exposures that a consumer can have with a brand.

Three-step process to prioritize your brand marketing activities and brand touchpoints:

create Customer User Map by indicating what will customers experience and how to engage with customers
prioritize your touchpoints based on the potential for impact AND the degree of ease for implementation. It can help to determine where to best focus your time, money, and energy.
add your prioritized Brand Marketing activities and touchpoints and map them along the consumer journey map

Moodboard

A moodboard is a succinct collection of visual assets that represents a brand’s visual identity. It supports the designer to be inspired, and directs the artistic style, tone & manner through which the brand communicates.

A valuable tool for :

Inspiration.

In the process of developing a brand identity, a mood board helps bring things into focus, like company attributes, vision, or emotions which the brand conveys.

Affirmation.

A mood board will affirm and support the brand identity by translating concepts like brand values into tangible visual.

Guidance.

It helps on guiding the art direction to be more accurately reflects the brand.

Communication.

It eases the communication between director, designer, and client for early decision making.

Design Direction
Articulate the art & design direction by developing a set of mood boards comprise of:

Campaign Logo : Wordmark

Color Palette : Primary & Secondary (color meaning & symbolism)

Typography : Headline, sub-headline, body text

Visual Style : Illustration / Pattern / Graphic Element / Photography

INSTRUCTIONS :

Task 1A : Case Study

For Task 1A, we are required to do a case study on a personal brand campaign. We are required to

Identifying its brand strategy: The Brand Story, objective/purpose, Brand Values, Vision & Mission, Target audience/market, Positioning.
Understanding its brand experience: features and activities.
Reviewing its key visuals and the applications: from different platforms.

The personal brand I have chosen to do a case study on is a korean singer, IU. I browsed different website and interviews to find some information. After finding more information, I started to do the brand story, campaign description, objectives/purposes, brand values, vision and mission, positioning. After compiling, I start designing my slides that reflects the brand personality.

SUBMISSION :

Task 1A : Case Study slide

Task 1B : Campaign Proposal
For Task 1B, we are assign to propose a Personal Brand Campaign for our classmate. I was assign to create a campaign proposal for Xin Thien. The suggested campaign proposal should consist of Campaign description, underpinning the Brand Story, Objective/Purpose, Brand Values, Vision & Mission, Target audience/market, Organizers. SWOTs, Positioning. We are required to identify the Brand Touch Points by producing a Customer Journey Map.

Week 1 progress
I started the proposal by interviewing Xin Thien. I conducted the interview through Whatsapp.

Fig 1. - week 1 : Interview

Fig 2. - week 1 : Interview

Week 2 progress

After collecting some information, I put the information together into a mind map

First draft mind map

After getting some feedback from Ms. Lilian, she mentioned that my current proposal is very business based not personality. She explained that we are supposed to brand our classmate's personality not creating a brand business. After the feedback session, I was more clearer with what we suppose to proposed. In week 2, I asked Xin Thien more question to get more information as the first round of questions were asked with the wrong direction in mind.

Fig 3. - week 2 : Interview

Fig 4. - week 2 : Interview

Week 3 progress

After completing the second draft, I ask Ms. Lilian for some feedback. She mentioned that my points were still business based (like I was strategizing for a business). She advice me to look at how I should present Xin Thien's personal brand to targeted audience.

Second draft slide

I reworked on the draft and shared my third draft to Ms. Lilian. She shared her feedback and I start amending my final draft.

Third draft slide

I asked Xin Thien another round of questions for more information to help with the proposal SWOT.

Fig 5. - week 3 : Interview

After compiling the feedback and information, I start to finalize the proposal. For the slide, I designed the slide to reflect the personality of Xin Thien. This is final proposal of the campaign proposal.

SUBMISSION :

Task 1B : Campaign Proposal

FINAL SUBMISSION

Task 1A : Case Study

Task 1B : Campaign Proposal

FEEDBACK

Week 2
Specific feedback (Task 1B)

The idea I propose it can be part of the offering of the personality. The direction I am going is like strategizing for a business.

Week 3

Specific feedback (Task 1B)

The campaign is still cafe centric (like I am strategizing for a business). I am to brand a personality. Meaning brand Xin Thien. The cafe idea as mentioned last week is only one part of the offering of this personality.

REFLECTIONS

Experience

From this task, it was an interesting experience. For Task 1A, I was able to observe and find out on how a company promote/brand their artist. At the beginning of task 1B, I felt unsure and lost in what I should do and how should I start this task. After working on the first attempt and talking to Ms. Lilian, I have a better understanding on what to do to create a campaign proposal that reflects my classmate.

Observations

From task 1A, I was able to observe how a company promote its artist. From task 1B, I was struggling with creating a proposal. After a few attempt, I have a much clearer understanding on how to create a proposal based on a personality.

Findings

When doing task 1A, this module help us to understand more about creating a brand strategy compared to the last module, Brand Corporate Identity. Task 1A and 1B help me with understanding how a company/person would brand a personality.

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Ng Wai Fern ( 0354966 )