- Firstly the names and organisation of each individual are recorded
- At the beginning there is a brief overview of the project
- Discussion of the target audience among focus groups and target areas is explained
- Further discussion reveals who else is involved in the project e.g. consumers and stakeholders
- Find out what people know and the effects
- Consider how customer perception effects the brand
- Describe the brand, what's special, what's the purpose?
- It is important to have awareness of context e.g. government owned or not
- Social role is important to consider a broad audience and unbiased approach
- What is the power of the brand background e.g. brand personality?
- Experiences effect the people's perception of a brand
- Repositioning should consider how a brand wants to be viewed and sustained in the future.
- Brands we like best often we have an emotional connection with
- Emotive consideration within brand strategy
- Repositioning should have a narrative (brand name, tagline)
- You should write a concept and then produce visuals to show the idea in context.
- Different markets should be considered e.g. how healthcare or the environment effects the brand
- How does the brand benefit the markets?
- How can the brand connect with people?
- How can a brand connect, go and bring people together?
- The tagline should resonate with the audience
- Without the brand do you have a different outlook?
- How much of the brand do you need to change, why?
- Can the branding be simplified - symbolism?
- Are developments (for) the brand?
- Part of branding is understanding competition and family brands
- In repositioning consider how to build on an existing brand rather than sub-brands overtaking
- Focus group provides statistical evidence to back up an idea
- Brand architecture can be defined as building on an existing brand
- Can you streamline or simplify the brand?
- Any changes to a brand will have implications e.g. operational
- Gaps in perception can effect the brand
- Brand development should be based on feedback
- In terms of colour it is good to stick with corporate familiarity
- Brand architecture in association with brand parents
- How can you make a brand flexible?
- Brand evolution should be effective and digital friendly
- What does the strapline say about the brand
- Brand strategy shows the development and application of the brand
- Pricing for brand strategy is inclusive of the whole project
- Branding should focus more on the name than products its associated with
- Branding generally should have two different typefaces a headline and body font.
- Values should be used to structure the brand - brand association
- How can a brand create a relationship
- Branding often has 5 supporting colours and 2 core colours
- Monolithic brand architecture is appropriate for most but not all clients
- How can shapes from the logo be incorporated into design?
- Uncoated board as cover and gloss stock for content
Important questions were gathered and should be considered during a branding project:
Describe the brand, what's special, what's the purpose?
How does the brand benefit the markets?
How can the brand connect with people?
What is the power of the brand background e.g. brand personality?
Without the brand do you have a different outlook?
How much of the brand do you need to change, why?
Can the branding be simplified - symbolism?
Are developments (for) the brand?
Can you streamline or simplify the brand?
How can you make a brand flexible?
How can shapes from the logo be incorporated into design?
What have I learnt?
A Focus group provides statistical evidence to back up an idea. Monolithic brand architecture is appropriate for most but not all clients. Branding should have roughly 5 supporting colours and 2 core colours. Whilst brand architecture can be defined as building on an existing brand. Brands we like best often we have an emotional connection with. The tagline of a brand should also resonate with the audience.
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