Creative brand strategy- Project 1B
Koh Han Rong (0344410)
Creative Brand Strategy
Project 1B- CHAMPAIGN PROPOSAL
Lectures:
Any new campaign will require a hook or theme that you want people to remember, share, and act on. The overall theme that supports all components of a campaign in order for it to resonate with the target audience is referred to as the campaign's big idea. In the process of restricting the focus, a big concept arises.
Instruction:
Project 1B:
We had to propose a personal branding to our friend, the friend I interview was Wai Fern.
Week 2:
Case study was very basic, brand experience was unclear. There was a lot of room that can improve. Interview question was too general, need to know more about Wai Fern. The brand story actually can take a bit of Wai Fern history into it, what I know about her pass. Target audience need to include people like Wai Fern.
Week 3:
Ms Li Lian mentioned my overall progress was good and there are some areas I need to refine a bit more.The focus is out of point, we are branding Wai Fern not the music festival. Brand values overall was ok, however other parts was to center with the event not Wai Fern. The brand positioning need to elaborate more.
Week 4:
Reflection:
Experience:
During this job, particularly Task 1A, I saw how professionally developed brand ads are. There is a lot to think about, and it helped me limit down and enhance my own approach. I noticed my classmates' distinct campaign concepts and how we as people develop them so differently but so alike.
Findings:
Creative Brand Strategy
Project 1B- CHAMPAIGN PROPOSAL
Lectures:
Week 2: The Branding Process
Branding is more than just designing a logo, strapline, and visual to represent a firm, nation, or individual. A brand incorporates its image and reputation, as well as its physical appearance and feel.
This development in branding and brand recognition has been driven by rising worldwide consumption and new technologies that have improved global communications.
Figure1.1 Branding Process
Week 3: The Creative BriefThe brand Experience
A brand experience is essentially how your audience feels about your brand. As a result, in order to connect with its audience, the brand must first generate engagement and then give brand value.
The brand Story
A brand story helps to create simplicity from complexity by pinpointing a single route across a sea of choices. The story must then be translated into visual elements and implementation by designers.
Stories may be utilized at any point of the brand idea creation process to generate scenarios that describe how consumers will engage with the brand.
SWOT
It is a technique that can help you achieve complete awareness of all the factors involved in decision-making.
Figure1.2 SWOT
Customer journey map
SWOT
It is a technique that can help you achieve complete awareness of all the factors involved in decision-making.
Figure1.2 SWOT
A Customer Journey Map depicts the customer journey visually. It aids in identifying customers' experiences with the brand at all stages and touchpoints.
Positioning of a brand
It all boils down to how your customers perceive your brand. It is often used to affect external execution as an internal strategy declaration.
Any new campaign will require a hook or theme that you want people to remember, share, and act on. The overall theme that supports all components of a campaign in order for it to resonate with the target audience is referred to as the campaign's big idea. In the process of restricting the focus, a big concept arises.
Figure1.3 Creative Brief
- A brief document that summarises the mission, goals, difficulties, demographics, messaging, and other critical information of marketing, advertising, or design project.
- Developed by a consultant or creative project manager.
- Goal: to obtain stakeholder alignment on a project before it starts.
- Creative brief outlines:
- Project name
- Keep simple & creative.
- Company background -what about the brand & the project background?
- Sum up the brand's mission then give a background of a brand and what's led to the development of the brand.
- Questions to be considered when writing a creative brief:
- Has the company launched a campaign like this before?
- Why is the company choosing to launch this campaign right now?
- What's happening in the market and how will this campaign respond to it?
- Project objective
- Explain the aim of the project, the timeline, and the audience.
- Emphasizing why the project needs to happen.
- Describe the characteristics of a successful project and how they will benefit the firm.
- Target audience
- Information should be included in describing the target audience:
- Demographics: age, income, education, ethnicity, and occupation.
- Behaviors: purchasing behaviour, trends, and so on.
- Psychographics: how the general public thinks and feels about our brand, product or services.
- Geographics: digital, physical or hybrid campaign.
- Competitors
- Learn what the competitors did well and learn from their failures. Also know how to differentiate your brand.
- Key messages
- It explains why your target audience should put down their phones and pay attention to your campaign.
- Include the pain point, what the audience's experience would be like if the pain point didn't exist, and the benefit they will gain as a result of your company's solution.
- Key consumer benefit
- Collect feedback from project stakeholders and rely on consumer data to influence your decision.
- Attitude
- Identifying a few words that describe the campaign's attitude might assist copywriters in crafting copy that communicates the proper message in the right context. Colours and techniques can also be used by graphic designers to convey tone and voice.
- Call to action
- Goal: to alter the audience's thoughts and opinions about your brand without requiring them to do anything.
- Distribution
- List a few channels or platforms where you intend to publicise the launch, as well as any promotional content you intend to develop.
Instruction:
We had to propose a personal branding to our friend, the friend I interview was Wai Fern.
I started the interview with Wai Fern to have a better know of her.
Interview Question:
Feedback:
Figure2.1 First Interview Question
Second interview Section:
After the First interview section with Wai Fern, I started to know about something with Wai Fern. However, Ms. Lilian point out some question about Wai Fern was too general, I need to specify that and ask another question to Wai Fern to have a better understanding.
Second interview Section:
Figure 2.2 Second Interview Question
Proposal Document:
Now Ms. Lilian says I'm good to brand Wai Fern now.
Proposal Document:
Figure2.3 Proposal Document
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Figure2.4 Customer Journey Map
Customer Journey map:
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Figure2.4 Customer Journey Map
Final Proposal:
Figure2.5 Final Proposal
Feedback:
Week 2:
Case study was very basic, brand experience was unclear. There was a lot of room that can improve. Interview question was too general, need to know more about Wai Fern. The brand story actually can take a bit of Wai Fern history into it, what I know about her pass. Target audience need to include people like Wai Fern.
Week 3:
Ms Li Lian mentioned my overall progress was good and there are some areas I need to refine a bit more.The focus is out of point, we are branding Wai Fern not the music festival. Brand values overall was ok, however other parts was to center with the event not Wai Fern. The brand positioning need to elaborate more.
Week 4:
The references poster was not suitable for the event that gonna do, need to do more research about it. Because the branding was a event, therefore there's a lot of possibility to fill. The references of the ticket was not really a ticket to show is more like a wristband after u enter the event because nowsaday people don't really have a physical ticket.
Reflection:
Experience:
This is the first time we've had firsthand knowledge of what brand strategy includes. I believe that the process of analysing and developing our own campaigns exemplifies this very effectively. I appreciated being in a physical class again.
Observation:
During this job, particularly Task 1A, I saw how professionally developed brand ads are. There is a lot to think about, and it helped me limit down and enhance my own approach. I noticed my classmates' distinct campaign concepts and how we as people develop them so differently but so alike.
Findings:
I'm looking forward to watching how my movement comes together. Campaigns do not happen by accident; they require careful planning and execution. The concept must be something you are enthusiastic about, otherwise it will fail miserably.
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