Creative Brand Strategy Task 1

   

Rhyanne Cyrene Lowe

0347077
Bachelor of Design (Honours) in Creative Media

Creative Brand Strategy Task 1

LECTURES

Week1: Branding

• Process of quantifying the value and authenticity of an organisation, product or service
• set of characteristics benefits and attributes
• A business strategy
• allows differentiating from competitors

Brand Strategy:

• How where when and to whom do you communicate your brand messages

Week 2: Branding Process

• Formulating a brand strategy
• Creative Execution
• Creative Implementation
• Communicating the brand

Week 3: The Creative Brief

• Brand Positioning Statement

For (target customer), (ambassador) is the (market definition) that delivers (brand promise) because only (ambassador) is (reason to believe).

• Big Idea - Overarching message that underpins all elements of a campaign in order to resonate with the target audience
• rooted in a piercing insight and linked to the campaign's objectives to be impactful
• emerges in the process of narrowing the focus
• Understanding > Clarifying > Positioning > Brand essence> Big Idea

Week 4: 

• TouchPoints: the interactions and exposures that a consumer can have with a brand.
• Moodboard: a succinct collection of visual assets that represents a brand’s visual identity
• Tool for: Inspiration, Affirmation, Guidance,  Communication
• Design direction
• Campaign logo
• Colour Palette
• Typography
• Visual Style

INSTRUCTIONS

TASK 1

Cause Campaign Case Study- Starbucks

Campaign Name: What's Your Name?

Cause Campaign Proposal

FEEDBACK

Week 1: Task 1A - Well research understands the angle of brand strategy and how they cater to their target audience, Although can add more visual references. 

Task 1B- Well thought of but customer journey map think of more touchpoints especially how the brand will do for them (post- experience)

REFLECTION

Week 1: 

Experience: My experience during Task 1A was good and smooth after clearing up any confusion with ms Lilian on what's expected for the final presentation.

Observation: I noticed that case studies are a good way to further understand a brand and its motives instead on relying on their visual impact

Findings: I found myself using the techniques I learned for researching for the case study on brand corporate identity. 

Week2:

Experience: My experience at the start of Task 1B was a little bumpy because I wasn't satisfied with my initial proposed idea on Self- expression using hair. I couldn't scratch through the surface of that topic and thought it was too vague to base my project on it so I dug deeper into the topic of Hair and found a suitable and more in-depth topic for a cause campaign.

Observations: I can see that creating and making a campaign for a brand is a way longer and more tedious process that can't be done in a week. 

Findings: I found that further research can help with art block as you gain inspiration from other creators

FURTHER READINGS

The Truth About Where Hair Extensions Come From | Shady | Refinery29

https://www.youtube.com/watch?v=VlZ1SWLBfPE&t=604s&ab_channel=Refinery29