Creative Brand Strategy

October 17, 2024

Creative Brand Strategy - Task 1A & 1B

Week 1 - Week 4
Ye Xinyan / 0355096
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 1A & 1B: Case Study & Campaign Proposal

INSTRUCTIONS

Instructions

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LECTURES

Week 1: Introduction

This course allows us understand the process of building a brand using complex visual strategies in order to build a brand in the eyes of consumers.

Branding is the process of measuring the worth and genuineness of a company, good, or service, as well as a distinct set of traits, advantages, and qualities that characterise a certain brand. One of the most important components of corporate strategy that offers long-term competitive advantage is branding.
By employing branding, businesses may set their products and services apart from those of their competitors.
Brand strategy defines the rules and guidelines for how, where, when, and to whom the brand message is communicated.
Higher brand equity, a strong emotional bond with consumers, and consistent brand messaging are the results of a well-thought-out and implemented brand strategy.

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.

Successful brands are those that are dynamic and adaptable,that are able to evolve as markets change and audiences segment. A brand is not simply about looking good.

Concept Campaign:
A campaign concept connects all the campaign's components; it's a hook or notion that persuades your audience that the moment is right to act. Concepts provide your listeners with a cause to support and a message to care about. Without them, audiences could not comprehend the purpose of your request or the action you're asking them to perform.

Cause Campaign:

These campaigns tend to market a specific idea, cause or goal, rather than a specific product or service directly. These social or charitable campaigns are often promoted by for-profit brands, in order to improve customer perception, mend brand image, contribute to brand-relevant social issues, or all of the above.

Event:

Something that occurs, particularly something significant. a notable event that is frequently organised as a public gathering or social event.

Event Campaign:

Another name for event campaigns is experiential marketing. It all comes down to educating current and prospective clients about your goods, services, or company through experiences, whether they be in-person or virtual.

Launch:

To set going, to initiate, to gain as much growth and traction as quickly as possible. The launch plan tackles something novel — something fresh. This is the plan for how you will introduce a new product or service to customers. The launch plan is a subset of the marketing plan.

Launch Campaign:

A campaign launch is how a marketing team achieves the goals of a broader marketing program.
It is used to achieve a specific marketing goal, including expanding the clientele, increasing sales, generating interest in existing products, enhancing brand awareness, or obtaining customer feedback.

Personality:

The term "personality" refers to the persistent qualities, interests, motivations, values, self-concept, skills, and emotional patterns that make up an individual's own way of adjusting to life.
A person's unique character is made up of their combination of traits or attributes.

Personality Campaign:

A personal branding strategy is a plan to take a persons’ reputation and career from relative obscurity to high visibility. A modern personal branding strategy is strongly rooted in content marketing.

Social Media:

Websites and applications that enable users to create and share content or to participate in social networking.

Social media is about conversations, community, connecting with the audience and building relationships.

The Creative Strategy:

-The Brand Story

A brand's development must begin with a narrative. Any level of the brand idea generating process can benefit from the usage of stories. Campaigns can be used to produce chapters. Stories construct scenarios that explain how consumers would engage with the brand in a specific setting or comprehend a distinct target market. A brand's narrative helps customers contextualise its existence and gives it a more genuine appearance.

-SWOT

SWOT stands for STRENGTHS, WEAKNESS, OPPORTUNITIES & THREATS, a SWOT Analysis is a tool to help develop full awareness of all the factors involved in decision making — making new initiatives, revamping internal policies, considering opportunities to altering a plan.

Strengths are things that the brand does particularly well, or distinguishes itself from the competitors.A brand's strengths are an essential component. Determine and evaluate the USP, or unique selling proposition. Weaknesses must be acknowledged honestly and realistically; a SWOT analysis is only useful if the data it collects is accurate.

Weaknesses, like strengths, are inherent features of a brand, therefore focus on the internal factors: the resources, the limitations, the necessary skills, systems or procedures. It is a section where we take time to examine how and why the competitors are doing better and what we are lacking.

Opportunities are chances for something positive to happen, they usually arise from external situations. It can be observed as marketing trends, technology advancement, or changes in social patterns, population profiles and lifestyle can arise interesting opportunities.

Threats includes external challenges that can have a negatively affect, such as shifts in market requirement. It is vital to anticipate threats and to take action against them before becoming their victim. Make consideration on what competitors are doing, whether changing to meet the challenge is needed. Evolving technology is an ever-present threat, it can also be seen as an opportunity.

SWOT

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Customer Journey Map:

A customer journey map is a visual representation of the buyer or user journey. It helps identify customer experiences with the brand across all touchpoints and stages.
Using a sophisticated tool, we can visualise and clarify customer experience throughout the customer journey. However, it is important to base all activities on the defined Customer Experience Strategy.

The consumer Journey Map helps designers match consumer experiences with brand goals by providing relevant touchpoints.

Customer Journey Map

Fig.1.1

Important requirements to map customer journeys effectively:

-Focus on customer perspectives.

-Ensure the maps reflect all touchpoints.

-Account for customer segments.

Brand Positioning

A brand positioning is the desired perception of your brand in the target audience's mind, including its benefits.

Positioning is used as an internal statement of strategy to guide external implementation (ie. tagline, creative copy, theme).

Brand Positioning

Fig.1.2

Week 3:The Creative Brief

Brand Positioning Statement

Target Customer | Market Definition | Brand Promise | Reason to Believe

FOR (target customer), (ambassador) IS THE (market definition) THAT DELIVERS (brand promise) BECAUSE ONLY (ambassador) IS (reason to believe).

Big Idea:

Any new campaign will need a hook or theme that you will want people to recall, share and act upon. A campaign’s big idea is the overarching message that underpins all elements of a campaign in order to resonate with the target audience.

Building a brand in a digital connected world requires guiding, influencing, and being, not just telling.

Big Idea

Fig.1.3

Big idea emerge in the process of narrowing the focus.

Big Idea Process

Fig.1.4

Clarifying Strategy:

Big Idea-Clarifying

Fig.1.5

During this phase, research and analysis findings are consolidated into a single notion. We have reached consensus on target markets, competitive advantages, brand values, qualities, and project objectives.

Developing a Positioning Platform:

Big Idea-Positioning

Fig.1.6

After obtaining and analysing information, a positioning plan is developed and refined.

Frame of Reference (perceptual mapping) is a common technique for brandstorming positioning strategies.

Uncover Brand Essence:

Big Idea-Brand Essence

Fig.1.7

Brand identity and strategic importance. To be “best in the world,” a brand must know why it's better than its competitors. A brand's three main ideals, expressed through adjectives, define its image. An in-depth SWOT analysis (strengths, weaknesses, opportunities, threats) reveals its flaws. Brand direction and success depend on clarity on these components.

Create the Big Idea:

Big Idea-Big Idea

Fig.1.8

Week 4:Touch Points

The brand experience, the essence of a relationship, is created by brand touchpoints.

Brand Touchpoints refer to consumer interactions and exposures to a brand. Each customer engagement with your firm, from website to retail space, direct mail to product, contributes to their entire experience and brand perception.

Selecting the right touchpoints is crucial for achieving company goals and creating a significant campaign effect. Creating branded retail or event experiences (e.g., marketing collateral, trade show banners, placemaking signage) is more important for in-person interactions than online interactions (e.g., website, social media platform, mobile app).

Touchpoints

Fig.1.9

Prioritise brand marketing initiatives and touchpoints via a three-step strategy.

STEP ONE:

List all Brand Marketing activities and touchpoints for your target audience to experience across the ‘Customer Journey Map’ phases.

Customer Journey Map

Fig.1.10

STEP TWO:

Set priorities for touchpoints based on impact and simplicity of execution. Assessing each touchpoint opportunity using these criteria* helps prioritise time, money, and energy allocation. The chart illustrates how to visualise this procedure.

Touchpoint Opportunities

Fig.1.11

STEP THREE:

Add prioritized Brand Marketing activities and touchpoints and map them along the consumer journey map.

Customer Journey Map-Touchpoint

Fig.1.12

Moodboard:

A moodboard is a concise list of visual images that convey a brand's identity. Inspirational samples of photographs, colours, fonts, phrases, patterns, shapes, and more can demonstrate a consistent brand approach on one page.

It inspires designers and guides the brand's artistic style, tone, and communication.

Task 1A: Case Study

The case study requires me to analyse a well-developed rebranding effort.
1. Define brand strategy: brand story, objectives, values, vision, mission, audience, positioning.
2. Understand brand experience traits and actions.
3. Examine its key visual effects and applications: platform identities and purposes.

The brand I chose was Calvin Klein because my friends all love this brand.

To comprehend Celine's history, I gathered brand tales and timelines on Doc.

Calvin Klein Background Research

Fig.2.1

For this research, I explored the differences in style between Calvin Klein before and after its 2018 rebrand.

Task 1A Slide Progress

Fig.2.2

I later got some feedback and added my key visual content.

Final Task 1A Case Study

Fig.2.3

Task 1B: Campaign Proposal

We need propose a branding campaign for this project. The campaign for my snack might be a rebranding effort to introduce a new concept or product range.
Campaign description, Brand story, Goals, objectives, values, vision, mission, target audience, organiser. Brand positioning, SWOT. Create a customer journey map to identify brand touchpoints.

After class, I started looking for suitable snacks in Family Mart for my brand reshaping. Suddenly, a soft candy called "Yupi" that looked like a lactic acid bacteria drink quickly caught my attention, so I immediately decided to choose this snack as my reshaping target.

Yupi Yogurt Gummy

Fig.3.1

Yupi Yogurt Gummy Ideas

Fig.3.2

Final Task 1B Campaign Proposal

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Feedback

Week 2

Task 1A:

-Have better results if more brand activities are added, and the speech needs to be enhanced

Task 1B:

-Proposes introducing more ranges for rebranding (e.g. adding more flavours and packaging)

-Suggest logo changes

-Four offline and online touchpoints need to be added

Week 3

Task 1B:

-Don't worry too much about the packaging details now.The details will be considered in Task 2

-The brand story needs to focus on the purpose of trying to achieve this rebranding, and new flavors can be introduced to refresh the image

-Brand stories need to include happiness, fun and enjoyment and need to include stories as a backdrop.At the same time,can explain why want to reshape the brand and why the brand needs to be improved.Need to have a purpose

-Brand value is not about whether the product is good or bad, but what the brand is good at and the principles and values that the brand embodies.(Eg: Brand wants to be more interesting or true...)

-The global expansion of the brand is a vision rather than a mission

-Brand positioning needs no introduction

-Need to consider when to launch my strategy, what touchpoints I want to give customers to experience my brand strategy or where to place it, etc.

Reflection

-Task 1A:

Task 1A gave me a basic understanding of brand remodeling, including the purpose of brand remodeling and the importance of social media. At the same time, I found that brand remodeling is not only about changing the logo or product packaging, but more importantly, it is about communicating with consumers through a consistent visual language to ensure that the core concept of the brand is conveyed, so as to continue to attract and maintain consumer loyalty.

-Task 1B:

In the proposal for Task 1B, I started to review Task 1A: How a successful brand reshaped its brand. I quickly found my direction. I was still a little confused about my eight brand touchpoints. After feedback, I found that I was missing two offline touchpoints. I could add offline activities such as entering shopping malls and advertising.

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