Creative Brand Strategy | Task 1: Case Study & Campaign Proposal

29/08/22 - 19/09/22 (Week 01 - Week 04)

Wanda Heng Yuan Wei | 0347739

Brand Corporate Identity/ B' in Creative Media 

Task 1: Case Study & Campaign Proposa

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LECTURES

#Lecture 1: Introduction & Module Briefing

Branding: 

- The process of quantifying the value and authenticity of an organization, product, or      service.
- A set of characteristics benefits and attributes
- A business strategy
- allows differentiating from competitors

"Brand strategy defines rules and guidelines on HOW, WHAT, WHERE, WHEN and to WHOM you communicate your brand messages."

#Lecture 2: The Branding Process

"A brand encapsulates both the tangible and the intangible and can be applied to almost anything."

It explains about how branding works these days and how a brand should respond to the changes in social trend to remain in tune with its audiences. It also teach on some basic branding process (Formulating a brand strategy, Creative execution, Creative implementation, Communicating the brand).

#Lecture 3: The Creative Brief

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

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

Big Idea:

- v=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

"Acknowledge that building a brand in a digital and connected world is about guiding, influencing, and being, not telling."

"A brand becomes stronger when you narrow the focus. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind." 

#Lecture 4: Touchpoint

"Brand Touchpoints can be defined as the interactions and exposures that a consumer can have with a brand."

"Prioritize your touchpoints based on the potential for impact AND the degree of ease for implementation. When you populate each touchpoint opportunity using these criteria*, you can start to determine where to best focus your time, money, and energy."

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

INSTRUCTION

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Task 1A: Case Study

In our task 1A, we are to analysis a personal brand campaign. In the framework included: 

• 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.

Chosen Brand: 

Taylor Swift as she is the one I since very young. 

Task 1B: Campaign Proposal

In this task, we have to come out with a personal brand campaign proposal. All of us will be assign and also assigned to one of the classmate which means we will be branding that one classmate. 

The one who I will be branding is: HanRong Koh

I came out an interview questions after fully understand the brief:

Fig 1.0 Interview Question - PDF, Week 2_05.09.22

We did twice interview, first time was just filled up by hanrong and Ms Lilian and I think it was too brief and was hard to brand a person: 

Fig 1.1 Interview Answers - PDF, Week 2_09.09.22

I created another docs to list out all the important things to a clearer version (framework given from the brief) and started to brand HanRong, here's the outcome:

Fig 2 Campaign Proposal (Draft) - PDF, Week 3_12.09.22

Revise Version:

Fig 2.1 Campaign Proposal (Draft) - PDF, Week 3_18.09.22

Final Submission:

Fig 3 Campaign Proposal (Final) - Slide, Week 4_19.09.22

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FEEDBACK

Week 2: 

(Task 1B)

- the answers are too brief

- poke him, what is introvert/extrovert? (Ambivert)

- have to tell more about his background, from there I know more about him so that I can conceptualise the perspective that I want to pick up to brand him. 

- similar thing as my intern’s work

- only can see the introvert of him by “spending time alone”, where is the extrovert?

- self-defence 

- into extreme? What extreme he mean? Find out more 

- explain more why these 3 are ur core value? What do you mean real? Authentic? Kindness? How do you reflect kindness?

- why you admire this rapper? Explain more 

- quotes there can tell more about him more than the first question.

- adventurous, exploring, not scared of failure, these kind of things keep coming up which can help me to brand him. He like challenge?

- future question is actually forming your mission

- Photographer? you like taking picture? What kind of picture? portrait? Can you insert picture you taken into the google drive?

- example: brand him as “the boy of all boy”, “enjoy life”, “play to max”, “try everything” when he was young, her father always bring him to do sport.

Week 3: 

(Task 1A)

- I should show more image when I talk about Taylor Swift’s look.

- before the key visual, there is the brand experience, key activities, etc. I can actually input her concert, music video, events, and who she collab with. Not just showing her website, merchandise and social media. As we are studying graphic design, we should show more visual examples. 

- acceptable but very basic. 

(Task 1B)

- brand story is a bit too lengthy, need summaries it and make sure it is more focus on how I want to position him. Pick up what is important to actually position him as a person dare to try. 

- purpose & objective, brand value are good. 

- caring aspect don’t really see from the brand story. 3 brand value already are already good enough. 

- when we come out with brand value, it actually helps us define our visual when we are doing the graphic. 

- In term of adventurous and brave’s graphic, maybe can use loud colour, bold shape, etc. Persistent can build all the things with consistency. 

- mission not working, it looks like another version of the vision. Vision is actually the ultimate goal but mission is what we do consistently everyday to achieve the ultimate goal. For example, he will participate some event/activities. 

- demonstrating video of hanrong trying new things. 

- target audience is good. 

- Brand positioning “hanrong is an adventurous, brave and persistent person who is the boy of all boy, who is the boy who never gives up. He embodies the weakness to try everything.”

- Organisers, only feels I have to in include it, feels like certain brands are suitable to hanrong. For example, Redbull can become the organiser for a bot like him, very adventurous, “proud this sponsored by Redbull” and adapt to Redbull logo.

- Customer Journey Map (mapping how target audience interact with the brand, every step of the way they interact with hanrong from not knowing hanrong as well to actually follow him on Instagram and telling others about him) I have to map out what the brand will offer in which point to the target audience, that is what we call touchpoint. 

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REFLECTION

Experience:

Starting this task is quite confusing, although the slide is very detail but I still can't get the idea of branding a person until I consult with our lecturer, Ms Lilian. Branding a person is a bit challenging and there are so many things for us to considerate as this task is a continuous task of all coming project of the module.

Observation:

I have learned quite a lot from these two tasks and also the lecture slides, I observed that I can now narrow down the focus and knowing its purpose. Before Ms Lilian gave me the feedbacks, I used to thought "the more the better", but Ms Lilian told me the essence of the work, "we need to understand the big idea concept to help making things clearer". It will give us better direction of a brand to carry itself by creating the experience with their audience, and also creating the emotional connection.

Finding: 

I found that I was quite confusing when Ms Lilian task us to brand a person, and I keep thinking how am I suppose to brand a person? what is the concept. I also found that consulting with our lecturer is way more important as Ms.Lilian gave me a better understanding on how to brand a person and also what can do with all the infos I got from the interview. 

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FURTHER READING

• https://99designs.com/blog/tips/personal-branding/