Project 4: E-Portfolio | Creative Brand Strategy

Project 4: E-Portfolio

Rafa Maritza Hertrian [0364958]

Bachelor of Design (Honours) Creative Media/ Taylor's University

MER 60104 / PACKAGING AND MERCHANDISING DESIGN

Task 1

Task 2

Task 3

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LECTURE

Week 2 – The Branding Process

1. What is Brand Experience?

Definition

Brand experience is the collective emotional, sensory, cognitive, and behavioral responses a person has when interacting with a brand. It is the lasting impression a brand creates and how it affects the customer's feelings and behaviors.

2. Why is Brand Experience Important?

A strong brand experience builds positive associations and trust.

It boosts:

• Brand Recognition
• Brand Awareness
• Emotional Connection

It shows shared values between the company and its audience.

A poor brand experience can lead customers directly to competitors.

3. What Makes a Good Brand Experience?

A good brand experience is:

Multi-faceted: It is shaped by a variety of consistent touchpoints across the brand.

Widespread and cohesive: Every interaction matters.

Key Components:

1. Direct Marketing:

Visually appealing, user-friendly website

Adverts reflect core values and personality

Visual identity (logo, signage, social media) must evoke positive emotion

2. Indirect Marketing:

Engaged employees act as brand ambassadors

Online interactions (especially social media) influence first impressions

3. Personalization:

People want to feel seen and valued

Tailored marketing using data and social insights creates deeper customer connections

Week 3 – SWOT, Customer Journey Map & Brand Touch Points

1. What is a SWOT Analysis?

A strategic planning tool to evaluate internal and external factors affecting a business.

Helps determine current market position and areas for improvement and growth.

Stands for:

• Strengths (Internal)
• Weaknesses (Internal)
• Opportunities (External)
• Threats (External)

2. Elements of SWOT

Strengths

Internal advantages over competitors.

Examples: Strong brand reputation, efficient operations, loyal customer base.

Weaknesses

Internal limitations or challenges.

Examples: Poor online presence, limited product variety.

Opportunities

External factors offering potential growth.

Examples: Emerging markets, new trends, technological innovation.

Threats

External risks or obstacles.

Examples: Economic downturn, changing regulations, rising competition.

3. When to Use a SWOT Analysis

• Use SWOT for strategic insights when:
• Developing a new business strategy
• Launching a product/service
• Entering a new market
• Evaluating your competitive position
• Adapting to industry changes

4. Customer Journey Map

A visual representation of a customer’s experience with a brand across touchpoints.

Tracks customer behavior from awareness → consideration → purchase → loyalty.

5. Brand Touch Points

Any point of interaction between the brand and the customer.

Includes:

• Website
• Social media
• Packaging
• Advertisements
• Customer service

Week 4 – Brand Positioning

1. What is Brand Positioning?

Brand positioning is a strategic process where a company defines and communicates its unique value proposition to its target audience.

It aims to create a distinct image in the customer's mind compared to competitors.

2. Why Is Brand Positioning Important?

Helps your brand stand out in a competitive market.

Builds a clear personality, communicates core benefits, and defines values.

Creates a strong emotional connection with customers, fostering brand loyalty.

3. How to Find a Powerful Brand Positioning

Step 1: Research

Understand your consumers' needs

Know your brand’s capabilities

Analyze competitors’ positioning

Step 2: Define Your Positioning Statement

Must resonate with your audience

Be deliverable by your company

Be unique from competitors

Step 3: Apply Consistently

Reflect this positioning in product, design, personality, packaging, communications, etc.

4. How to Create a Brand Positioning Strategy

Seven steps:

1. Assess current brand positioning
2. Research competitors
3. Compare your positioning
4. Identify what makes your brand unique
5. Write a brand positioning statement
6. Implement the positioning
7. Measure and evaluate its success

5. Types of Brand Positioning Strategies

• Convenience: Highlight ease-of-use, availability, or time-saving aspects even at a higher price point.
• Niche Service: Emphasize a unique offering not widely available elsewhere.
• Problem/Solution: Position the brand as a direct answer to a specific customer pain point.

6. Examples of Brand Positioning Statements

Apple: For creative, innovative users willing to invest in premium tech.

Coca-Cola: For those seeking refreshing beverages that inspire happiness and positive experiences.

Key Takeaway

Brand Consistency is crucial. It ensures customers can recognize and trust your brand across all touchpoints.

Lecture Note: Week 5 – Ideation: Event Planning

1. What is an Event Plan?

An event plan (or event management plan) is a comprehensive guide for organizing and executing all the components of an event.

It acts as a centralized tool to ensure every element is aligned and nothing is overlooked.

2. Core Features of an Event Plan

A complete event plan should include:

• Event Goals & Objectives
• Individual Roles & Responsibilities
• Volunteers & Training
• Budget
• Date & Time
• Event Master Plan
• Event Location
• Event Branding
• Event Itinerary
• Partnerships & Sponsorships
• Promotional / Marketing Plan
• Vendor Information
• Day-of Processes

3. Why Is Event Planning Important?

• Ensures all aspirational strategies are coordinated and executed effectively
• Provides a clear roadmap from start to finish
• Helps create memorable experiences for audiences
• Supports risk management through organized execution

Lecture Note – Week 7: Brand Brief

1. What is a Brand Brief?

A brand brief is a comprehensive document that defines a brand’s identity. It outlines the brand's:

• Vision
• Values
• Mission
• Target audience
• Overall strategy

Purpose of a Brand Brief

• Acts as a roadmap for brand consistency
• Ensures a shared understanding for internal teams and external partners (e.g., agencies)

2. Key Components of a Brand Brief

• Brand Vision: What the brand aspires to be in the future
• Brand Mission: The purpose and reason for the brand’s existence
• Brand Values: The guiding principles and beliefs that shape the brand
• Target Audience: Who the brand is trying to reach
• Brand Positioning: How the brand differentiates itself from competitors
• Brand Tone and Voice: The communication style and brand personality
• Brand Messaging: The key messages the brand wants to communicate

3. Why is a Brand Brief Important?

• Consistency: Aligns everyone working on the brand across all platforms
• Clarity: Explains the brand clearly and concisely for easy understanding and communication
• Strategy: Outlines long-term brand goals and how to achieve them
• Collaboration: Serves as a communication tool between internal teams and external partners
• Guidance: Provides a framework for creating brand assets and marketing content
• In summary: A brand brief is a blueprint for defining and guiding a brand’s direction.

4. How to Write an Effective Design Brief

Who Needs to Communicate?

Typically involves the marketing team and management

Requires clear and continuous communication throughout the project

Who Puts the Design Brief Together?

Initially drafted by the client

Refined and completed by the designer through further inquiry

What Do Design Briefs Look Like?

Structure and layout are secondary

The most important aspects are clarity, organization, and completeness

Key Takeaway

Designing without a design brief is like building LEGO in the dark.

The design brief is the foundation of a successful project and keeps all stakeholders aligned.

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INSTRUCTIONS 

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SUBMISSIONS 

Project 1

Project 2

Project 3

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REFLECTION 

I now have a better understanding of how branding is a deliberate, multi-layered process that involves more than just visuals due to these lectures.  I was better able to understand how each component works together to create a unified brand identity after learning about brand experience, positioning, SWOT analysis, event ideation, and brand briefs.  I came to understand that structure comes before creativity, particularly in my previous efforts where a lack of planning produced uneven results.  These weeks made it clear that cooperation, research, and clarity are necessary for effective branding.  My current approach to any creative or strategic endeavor has changed as a result of the concept of branding as a roadmap, rather than merely design.