Creative Brand Strategy / Project 1

Zhao Hanbo (0343769)
Creative Brand Strategy / Bachelors in Design ( Hons ) in Creative Media
Project 1

MIB

Lecture note

Week 1 (2021/08/24)

This is the first week of this semester, and we all first met Ms.Lilian. Ms.Lilian wants us to introduce ourselves and then talk to us to break the ice. After is Ms.Lilian introduced what we will learn and what we will do in this module. Then she introduced project 1A because we will submit it by next week.

Introduction to Module

This module introduces students to the building of brands with in-depth visual strategies, which is required to establish the brand in the minds of consumers. I will be further advancing the understanding of Brand Experience is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand.

Brand strategy defines rules and guidelines on HOW, WHAT, WHERE, WHEN, and TO WHOM you communicate our brand messages.

We live in a world that is driven by perception and brands represent customers’ opinion of a company’s credibility, products, reputation, and customer experience. A brand strategy is essential because it provides clarity about the competitive landscape, market position, and customer expectations.

Week 2 (2021/09/03)

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.

A brand encompasses the perception of it and its reputation, as well as its tangible ‘look and feel’. It relates to the behavior of a company as well as to the customer experience. Its impact is quantifiable. Successful brands are those that are dynamic and adaptable, that is able to evolve as markets change and audiences segment.

The basic brand development process:

Formulating a brand strategy - Creative execution - Creative implementation - Communicating the brand.

What is SWOT?

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

Project 1A

1A: Case Study (Individual)

I should analyze a well-established social media campaign to make a google slide to introduce it.

Here is what I should include in my google slide:

1. Identifying its brand strategy: The Brand Story, objective/purpose, Brand Values, Vision & Mission, Target audience/market, Positioning. 2. Understanding its brand experience: features and activities. 3. Reviewing its key visuals and the applications: from different platforms.

First of all, when I got this project, I was try to recap what I can remember successes of social media campaigns in my brain. Then one thing is very impressive to me, that is people willing to share their music app report on social media when the end of years period.

This is an excellent business campaign, isn't it? Users are willing to share the report from their music app that is the best way to advertise their app.

So I think I can do some research on Spotify, which is one of the best music stream app in the world, and as we know it has a very successful social media campaign that happened at end of each year. It calls #WRAPPED.

So I put my effort into searching data, this is always the hardest part for me because my reading speed is so slow that costs my time the most.

Even #WRAPPED happens every year since 2017. But I just choose #WRAPPED2019 as an example. because #WRAPPED2019 is most presentable I think. In my final outcome slide, I try to imitate the art style of #WRAPPED2019 to present my research result.

Then here is my final outcome for project 1A.

Project 1B

Initially, Jez, Rachel, and I were grouped together, and Sarah is our influencer. But during our progress on Project 1b lots of accidents happened.

First, we prepared an interview question for our influencer to understand this stranger. First, we ask Sarah these questions, and Sarah have answer a part of these questions, and just stopped, and don't give us any feedback about why she stopped. we just waiting for her, but finally she quit this game cuz she have some health issue. But we done her campaign proposal before the deadline.

Interview questions:

Sarah's campaign proposal:

For real I feel it is okay to this situation, even we did a proposal for this girl. But what makes us feel upset is such an accident happened the third time. I gonna not explain too much about this. But I still think there are a communication lack between the fashion school our school and the influencers.

Before we go through Siti(the second influencer)'s proposal, we actually contact another girl who is introduced by Sarah, she has no idea about this campaign as same as Siti. After we had done our campaign proposal to Siti, Siti also quit this game.

Siti's campaign proposal:

Finally, our group leader take the role of influencer, which make me give much respect to Rachel, she needs to design this campaign and do the role of influencer. That is quite heavy work that needs to do for her.

After this decision by Rachel, we finally got our influencer(stable), so we start to communicate with Rachel, and she was also very open to these interview questions, she has many quite good material to become an influencer. But at this moment we are already behind the campaign schedule.

Rachel's campaign proposal (Final):

Feedback

Week2:

Make sure to contact your influencers by this week. You'll need the information to create the proposal. Treat it like you guys are a group of 4. Always discuss with them.

Week3:

Ms. Lilian tell me about my Project 1A research is lots some part of some features and needs more examples to show how this campaign works and so on, but she also thinks I did much visual research on it which is good.

For Project 2B we need to dig deeper about our influencer, to found what is the unique material which nobody can replace. Especially for our brand story, that was too simple, and no selling point there. So we need to redesign our interview questions and get more communication with our influencer.

Reflection

Experience:

Before this module, I only have a rough idea about what is a campaign, but after project 1A I learn a lot. During we working on project 1B our group has no idea about how to make a campaign happen, in the beginning, But during we go to check the lecture pdf and know from Ms.Google, and feedback from Ms. Lilian, we do clearly understand what we need to do before a campaign start.

Observation:

After we change influencer the third time, we think we have no fear about what will happen in the future project. And Rachel really fits the role of influencer. I am not good at giving a brand new idea when we do brainstorm, I am a person more base on learning from others' experiences. I think I need to leave this comfort zone, try to learn how to give my groupmate some need ideas.

Findings:

I felt I was waking up this time, I found I need to make my brain more activity that can help me get more passion on design, I need to learn more knowledge even it isn't about design, I still need to feel hungry. Do sleep on my level. My classmate are getting stronger and working fast I have to catch they.

Further reading

The Moon over the Mountain - Chinese version

This is a storybook, which is very easy to read and not so hard to understand, I like the first story - Sangetsuki (山月記), which is also well known as The Tiger Poet is one of Nakajima’s most well-known stories, it was studied in Japanese schools. A tale of a frustrated poet, Li Zheng, who gives up his post as a local official to devote himself to poetry, although failing in his attempt to fulfill his life’s desire of becoming a great poet he falls into madness and one night runs off into the wilderness after hearing his name being called. This violent emotional change within himself also appears to provoke a physical transformation. The narrative jumps forward slightly and takes up with Yuan Can an old acquaintance of Li Zheng’s who is traveling into an area known for being a domain of a wild tiger. After some time Yuan Can’s party hears the roar of a great tiger coming from the bush, but as they draw near Yuan can hear the sound of human sobs. Li Zheng begins to tell of his misfortune and laments over his transformation and Yuan Can begins to recognize that the voice he hears belongs to that of his old friend Li Zheng. And they got communication.

Sometimes I just like to jump out from work, to take a rest, read some novel and storybook or manga can help me get a lot of inspires and also can help me more force on my design work.

Zhao_Hanbo(034369)

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Creative Brand Strategy / Project 1

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