Creative Brand Strategy - Final Compilation
Creative Brand Strategy - Final Compilation
25/9/2025-28/12/2025 Week 1- week 14
Xing Yu 0361463
Creative Brand Strategy / Bachelor of Design in Creative Media /
Final Compilation
INSTRUCTIONS
LECTURE
Week 1 : In the first week, Mr. Fauzi introduced us the
contents of MIB.
Week 2 :
Core Definition and Importance of Brand Experience
Definition: The collective response, including emotions and perceptions,
that individuals/groups experience when interacting with a brand, and the
lasting impression the brand leaves.
Purpose: Builds positive connections between the brand and its audience,
enhances brand awareness and recognition, and reflects shared
values.
Importance: Determines brand reputation and influences brand perception;
positive experiences attract consumers, while negative experiences drive
away high-value customers.
Elements of a High-Quality Brand Experience
Direct Marketing: The official website should be aesthetically pleasing
and user-friendly, advertising should convey core values and showcase
the brand's personality, and brand-related design should evoke positive
emotions.
Indirect Marketing: Highly engaged employees are key brand ambassadors;
online brand interactions influence first impressions.
Personalization: Personalize the customer experience to make it count,
leveraging customer data, social media, and other resources to build deep
connections with consumers.
Steps in the Creative Process
Identify the Problem: Identify the current problem through customer
interviews.
Evaluate Data: After collecting data, conduct relevant research and
analysis. Develop strategies: Identify the most effective solutions,
taking into account time, budget, and capabilities.
Storyboard/Prototype: Translate strategies into visual or actionable
preliminary plans.
Execution: Advance plan development and complete the production and
post-production processes.
Deliverables: Complete the project and deliver the final results.
Week 3 :
SWOT Analysis
A SWOT analysis is a simple and effective tool for assessing a company's
strengths, weaknesses, opportunities, and threats. It provides a clear
picture of a company's current market position and helps identify areas
for growth.
Strengths: These are favorable
internal factors that give a company an edge over its competitors, such as
a strong brand reputation and a well-established distribution
network.
Weaknesses: These are unfavorable
internal factors that can impact a company's performance, such as a
limited product offering or a weak online presence.
Opportunities: These are positive
external factors that offer growth potential, such as the emergence of
emerging markets and shifting consumer demands.
Threats: These are negative external
factors that can negatively impact a company's operations, such as the
implementation of new regulations, economic downturns, and the launch of
innovative products by competitors.
When developing a new business strategy, using a SWOT analysis can ensure
that the strategy leverages strengths, seizes opportunities, and addresses
weaknesses and threats. Before launching new products or services, use
this analysis to assess market readiness and potential challenges. When
entering a new market, use it to understand the competitive landscape and
market dynamics. Evaluate your competitive position and clarify your
position relative to competitors. When responding to industry changes, it
helps companies adapt to new regulations, economic fluctuations, and
technological advances.
Week 4 :
Core Definition
Brand positioning is a strategic process for companies to deliver a
unique value proposition to their target audience and establish a distinct
position in their minds, differentiated from competitors. It requires
balancing consumer needs, the brand's strengths, and competitor
characteristics, while avoiding "risky positioning."
Importance
It helps brands stand out from the crowd by clarifying their unique
personality, benefits, and values.
It builds a deep emotional connection with target audiences, increasing
their brand choice and loyalty.
Implementation Framework and Steps
Core Three-Step Approach
Analysis Phase: Identify consumer needs, your brand's capabilities, and
your competitor's positioning strategies.
Positioning Statement Phase: Develop a positioning statement that
resonates with consumers, aligns with your capabilities, and
differentiates you from competitors.
Implementation Phase: Integrate brand positioning into all brand
touchpoints (brand personality, packaging design, etc.).
Complete Seven-Step Approach
Evaluate the current state of brand positioning.
Identify and research competitors.
Compare your positioning to competitors'.
Uncover your brand's unique strengths.
Develop a brand positioning statement.
Implement the new brand positioning.
Evaluate the effectiveness of the positioning statement and measure its
success.
Week 5 :
Ideation Event
Definition: An event plan (also called an event management plan) is a guide integrating all event components, organizing key information and implementation steps.
Core Contents: Event goals/objectives, role responsibilities, volunteers & training, budget, date/time, master plan, location, branding, itinerary, partnerships & sponsorships, promotional/marketing/publicity plan, day-of processes, vendor information.
Importance: Provides a clear roadmap and step-by-step plan, creates memorable impacts on the audience, manages calculated risks, and helps achieve desired outcomes.
Week 7 :
Brand Brief
Definition: A brand brief is a comprehensive document defining a brand’s identity (vision, values, mission, etc.), acting as a roadmap for brand consistency and a shared guide for internal teams and external partners.
Key Components: Brand vision, mission, values, target audience, positioning, tone and voice, messaging.
Importance: Ensures branding consistency, provides clarity, outlines long-term strategy, facilitates collaboration, offers guidance for brand assets/marketing materials (serves as the brand’s blueprint).
Design Brief (Relevant Notes): Collaboratively prepared by client and designer; requires clear communication (involves marketing/management teams); focuses on completeness/organization; critical for project foundation and stakeholder alignment.
TASK 1 A
1A : Case Study
You are to analyses a well-established Rebranding Campaign of your
choosing.
1. Identifying its brand strategy: The Brand Story, Objective &
Purpose, Brand Values, Vision & Mission, Target Audience, Brand
Positioning.
2. Understanding its brand experience: features and
activities.
3. Reviewing its key visuals and the applications: identity and usage
from different platforms.
Our group chose To Summer as my case study because it represents a new wave
of contemporary Chinese lifestyle aesthetics and successful cultural
branding. The brand seamlessly integrates oriental philosophy, traditional
craftsmanship, and modern design, creating a unique fragrance experience.
Guan Xia's uniqueness lies in its positioning as a "modern storyteller of
oriental fragrance," skillfully blending traditional cultural aesthetics
with contemporary lifestyle. While maintaining the purity of its core brand
spirit, it continuously innovates through visual design, spatial experience,
and brand storytelling, creating a highly recognizable oriental lifestyle
brand image.
Furthermore, in subsequent rebranding efforts, this niche oriental brand can
be reshaped and introduced to the international market.
TASK 1 B
1B: Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a
snack of your choosing and may be conceptualized as a rebranding
exercise to introduce a new concept or as a new product line launch. The
suggested proposal outline: Campaign Description, Brand Story, Objective
& Purpose, Brand Values, Vision & Mission, Target Audience,
Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by
producing a Customer Journey Map.
Task 1 A&B Google Docs
Task 2A
2A: Ideation
From the Brand Touch Points identified in the Campaign Proposal (1B),
continue to research for application references that represent or
symbolize your Brand Campaign. Select only the MOST relevant (unique and
portrays the subject in every context) touch points to build your Critical
Application List, and include a short description for each application.
Consider how each touch point would help to elevate or achieve the overall
Brand Campaign.
Task 2B
2B: Design Direction
You are to articulate the design direction by developing a set of mood
boards or Styles cape, comprised with logo style, visual style, colour
palettes, typography, graphic elements, tone of voice/ personality &
etc. This will be the proposed look and feel of your Brand Campaign.
Task 3A
3: Brand Campaign
Based on Task 2A: Ideation, create and execute a Brand Campaign applied
both for online and offline experiences. Design at least four online
touchpoints (website, social media,
and introduction video are compulsory) as well as at least four offline
touch points (packaging is compulsory). Creativity and relevancy is
crucial in applying the proposed
branding strategy. Do consider how the design applications will engage
with the target audience (consider customer journey and engagement). Video
contents in social media are believed to be an effective campaign
promotional tool, hence you are encouraged to create campaign promotional
videos in the format of YouTube ads, IG Story & etc. with time frame
around 10 to 30 seconds.
poster progress
video progress
A4 poster
vertical poster
poster mockups
.png)
IG poster
website landing page
Link: To summer website
Link: To Summer Video Campaign
Final presentation
REFLECTION
In this module, I systematically understood the complete logic of branding, from strategy to experience, and then to visual design and execution. The course gradually built a clear brand thinking framework, starting with brand experience, SWOT analysis, brand positioning, and brand briefings and campaign execution. Through case studies in "To Summer" and subsequent brand activity proposals, I learned to transform abstract brand concepts into actionable strategies and design applications. I also strengthened the coherence between brand narrative and user experience through Critical Application Lists, Mood board, and online/offline touchpoint design. This course not only improved my abilities in brand analysis and strategy integration but also gave me a deeper understanding of the crucial role of design in shaping brand value and emotional connection, laying a solid foundation for my future brand design practice.
评论
发表评论