Creative Brand Strategy - Task 1
NAME: SARAH CHEONG YINSHI I.D: 0354962
WEEK 1 - WEEK 14
30/08/2023 - 22/09/2023
GCD 61404 - PUBLISHING DESIGN
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LECTURE | WEEK 1 | 30/08/2023
『Module Introduction』
About this module
⇢ It is half conceptualising a brand and the other half is executing that concept.
⇢ Using in depth visual strategy and graphics.
⇢ Solving problems
⇢ mapped out target audience deeply.
About brand strategy
⇢ It is a long-term plan whose purpose is to increase a brand's position and positive perception in the market.
⇢ It can include several media channels, campaign types, and a variety of tactics to reach its goal.
Importance of brand strategy
⇢ Differentiation: In a crowded marketplace, a strong brand strategy helps your business stand out from competitors. It defines what makes your brand unique and why consumers should choose your products or services over others.
⇢ Consistency: Brand strategy ensures that your messaging, visual identity, and overall brand experience are consistent across all touchpoint, It builds trust and recognition among your target audience.
⇢ Longevity: Brands with clear and well-defined strategy are more likely to survive and thrive over time.
⇢ Emotional connection: successful brands create emotional connections with their audience. It can lead to stronger customer loyalty and engagement.
LECTURE | WEEK 2 | 06/09/2023
『Branding Process』
⇢ A brand impacts a company's behaviour, reputation & customer experience.
⇢ To be successful, a brand has to be able to adapt as the market grows.
⇢ The different stages & roles that fit within the brand development.
Brand development process
⇢ Formulate a brand strategy
⇢ Creative execution
⇢ Creative implementation
⇢ Communicating the brand
Campaign
A continuous attempt to communicate a message to the audience that usually stays a longer period of time
⇢ Concept Campaign: A hook or an idea that convinces audiences to take action.
⇢ Cause Campaign: Is able to better society as well as increase profits using activist messages. It markets a specific idea, goal, or cause instead of a product or service.
⇢ Event Campaign: Also known as experiential marketing that uses virtual or in-person experiences to teach consumers about the products, services & business.
⇢ Launch Campaign: Completes a specific marketing goal to gain interest and build reputation.
Personality Campaign: Takes a person's reputation & career from relative obscurity to high visibility.
SWOT
⇢ Strengths, Weaknesses, Opportunities, Threats
⇢ Helps decision making to start new initiatives, improve policies, and consider opportunities.
Customer Journey Map
⇢ Identifies the consumer's experiences with the brand from start to finish.
⇢ Requirements: Customer perspectives, Touch points, Customer Segments
LECTURE | WEEK 3 | 13/09/2023
『The Creative Brief』
⇢ Defines which other brands competes with, shows which brands should be focus on analysis and study.
Brand Positioning
⇢ The unique value that a brand presents to its customer
⇢ A marketing strategy brands create to establish their brand identity while conveying their value proposition, the reason why a customer would prefer their brand over others.
Big Idea
⇢ Overarching message that underpins all elements of a campaign in order to resonate with the large audience.
Process
⇢ Understanding
⇢ Clarifying
⇢ Positioning
⇢ Brand essence
⇢ Big idea
LECTURE | WEEK 4 | 20/09/2023
『Touch Points』
⇢ The interactions and exposures that a consumer can have with a brand.
Physical: Packaging, Print advertising, signage
Virtual: Website, Social media, digital advertising
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INSTRUCTION
In Task 1(A), we are to analyze a well-established City Branding Campaign of our choosing. 3 main categories need to be included (Identifying its brand strategy, Understanding its brand experience, Reviewing its key visuals & the applications).
In Task 1(B), we are to propose a City Branding Campaign according to a city of our choosing. The campaign can be conceptualized as a concept, cause, event, launch, personality, etc.
TASK 1(A) | CASE STUDY
I've chosen the city Amsterdam for my city branding case study research. Before compiling it to slides, I've arranged all the researched informations into google docs, then rephrasing it.
Figure 1.1 - Research Collection, Google Docs
Below is the 1st version of slides before receiving feedbacks.
TASK 1(B) | CITY BRANDING CAMPAIGN
For this task we were asked to choose a city to brand, I've chosen the city Taipei.
Here is the week 2 and week 3 progress I came up for the campaign:
WEEK 2
I research about the background of Taipei, and what they're known for, which makes them unique. Which are their LGBTQ+ rights community and night market culture. So I came up with a rough idea for the uniqueness of Taipei.
WEEK 3
After locking down to 1 focus, I then started to frame Taipei regarding the chosen topic - LGBTQ+ community.
How to differentiate the night market culture? Thailand vs taiwan. Push taipei of the night market destination. It’s not enough just to promote night market. Lgbt kind of limit on design wise. Might not entirely rely on colour, more on illustration. could promote it as most accepted lgbt culture in Asia. Maybe find another approach to fit with lgbt. Educate citizens, people of diverse, so open hearted people that only them can accept us. Provide a safe space for the lgbt community.
About the campaign: highlight the city's inclusive and diverse atmosphere while also advocating for continued efforts to protect and expand LGBTQ+ rights, to let the lgbt community feel safe and the love from their people- a safe heaven.
Brand value: Rethink number 3 not accurate, not a brand value need a key word that my campaign embodiedness
Target Audience: Segmentation, look deeper into it
SWOT opportunities: External factors- more awareness the community now, there’s more awareness now. Look wider factors that can your campaign
SWOT Threats: Still very centered on lgbt, situation rolde events that may affect my campaign.
Brand Positioning: It’s repeating, brand offers to who what make it different, offers a safe space for who, to make local community more accepting more proud first asian city to accept. what your brand what to offer.
Traditional media- brochure/ environmental graphic
Decision - opportunity from design from campaign perspective
Email- subscribe then newsletter, receive more news about lgbt
What does this customer get- merchandise
Think bigger
“A strong place brand helps a place compete in the global marketplace,” he says. “A business or a potential resident or a visitor can go anywhere they want today, so articulating differentiating and unique characteristics is important to attracting investment, people and capital to your place.”
Fair says that a well-articulated place branding strategy strengthens a community’s sense of place, because it creates alignment between the language and messages created for and by business, community and visitors. “When those three are aligned, there’s true resonance,” he says.
Resonance creates place brands in a three-step process that starts with an audit of current brand perceptions and communications, then engages audiences – business, industry, resident, destination marketing organization – to understand their perceptions of the characteristics and attributes. “Then we look for common threads to help write a positioning and story that everyone’s on board with,” Fair says.
“A well-articulated place branding strategy should help a country, city or community better understand what industries and types of investment it’s trying to attract, and what kinds of people and markets it should be looking for, whether for tourism or immigration. Best of all, it helps destinations chart not only who they are but who they want to become,” Chris says. “That’s part of its power. A place brand reflects what a place currently is and inspires what it can be in the future.”
CUSTOMER JOURNEY MAP
https://delighted.com/blog/guide-to-customer-journey-mapping
A customer journey map is a visual storyline of every engagement a customer has with a service, brand, or product. The customer journey mapping process puts the organization directly in the consumer’s mind to better understand the customer’s processes, needs, and perceptions.
A journey map lays out all touchpoints that your customer may have with your brand – from how they first heard of you through social media or brand advertising, to their direct interactions with your products, websites, or support team and includes all of the actions your customer takes to complete an objective across a period of time.
A visual representation of the entire customer journey can provide valuable insights into the thoughts of your customers. This can then lay the groundwork for essential changes to your product or service, or overall customer experience, marketing, and business strategy.
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THANK YOU
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