Creative Brand Strategy - Task 1 - Case Study & Campaign Proposal
29.08.2022 - 19.09.2022 (Week 1 - Week 4)
Aishath Lene Abdulla Amir (0333185)
Bachelors of Design (Hons) in Creative Media / Taylor's University
Task 1 : Case Study & Campaign Proposal
INSTRUCTIONS
Figure 1.0 - MIB - 29/08/2022
Task 1A : Case Study
For this first task we had to analyse a well established personal brand campaign, of our choosing. For this case study I chose Ashley Rous, who is a Youtuber/ Fashion influencer.
Things to identify in this case study:
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.
Figure 1.1 - Case Study Final Submission - 22/09/2022
Task 1B : Campaign Proposal
For this task we were assigned a personality/ classmate, and we have to make a personal brand campaign proposal for them.
Proposal outline must include:
- Campaign description
- Brand Stor
- Objective/Purpose
- Brand Values
- Vision & Mission
- Target audience/market
- Organizers
- SWOT analysis
- Positioning
- Customer Journey Map
The name of the personality is Janice Chaw. I started off my research with asking her a few questions over whatsapp and then in person to get an idea of what direction i want to take on her personal brand campaign proposal.
Figure 1.2 - Whatsapp chat
Figure 1.3 - Whatsapp chat
Other than that, I also had a few chats with her just to get a background and a little bit more in depth answers to some questions that I had
After this I began to do a mind-map just to differentiate on the points, figure out a brand story
Figure 1.4 - Miro Mind map and link
After the research and mind map the best way to brand Janice was as a photographer, more specifically a street photographer. Because it is something that she is really passionate about. She also talks a lot about meeting new people and being open to the idea of learning from experience, therefore, if feel like a street photographer is a very hands on brand that matches well with her personality as well. Moreover, she also has an instagram page for her photography.
I sketched out an illustration of what I imagined would be appropriate for her personality from her pictures and what kind of content she posts on her instagram.
Figure 1.5 - Janice Chaw
Figure 1.6 - Janice Chaw
Figure 1.7 - Janice Chaw
Figure 1.8 - Instagram
Figure 1.9 - Instagram
Lastly, I took everything to the slides and added in all the information I needed, making sure to highlight all the points that are listed in the proposal guideline.
- Campaign description
- Brand Stor
- Objective/Purpose
- Brand Values
- Vision & Mission
- Target audience/market
- Organizers
- SWOT analysis
- Positioning
- Customer Journey Map
FINAL SUBMISSION
Figure 1.10 - Campaign Proposal Final Submission
FEEDBACK
Week 2
General Feedback: Make sure to add in the proof of chat or any resources used for researchon the final submission
Specific Feedback: When you write the brand story, you can ask Janice about her history in photography, how she found passion in it, and who introduced her to it.
Week 3
General Feedback: Most of us managed to understand task 1A. When it comes to key activities, most of us have confusion.
Specific Feedback: For task 1A it seems that most of the confusion you had was on the positioning statement.
Week 4
General Feedback: -
Specific Feedback: -
REFLECTION
Experience
The overall experience for the first ask was that it wasn't that challenging but i did have some confusion with positioning statement with the vision and mission statements, but i was able to understand where i went wrong after consulting with Ms Lillian. Other than that for task 1B it was fun for me because i got to learn a little bit more about my class mate as well as having the creative freedom to brand them in a different way outside of being a design student.
Observation
To choose how I would brand my personality, I observed the information I discovered while conducting research for Task 1B and carefully examined my subject. Making mind maps, employing colour schemes, and sketching are some of the ways I've always found to clarify anything. And by doing so i think that I was able to make a solid case for Janice.
Findings
Overall, I discovered that creating the customer journey map was the hardest part of the entire work for me. The first reason is that that I had no idea what this was, and the second is that it seems a little confusing and complex at first glance. I tried my best to break down every step on the customer journey map to understand as well as to show that I understood what I was doing in the end.
OTHER RESOURCES
Figure 1.11 - Further Reading
This blog post talks about personal branding as a practice of marketing people and their careers as brands. It is the process of developing and maintaining a reputation and impression of an individual. It is how you promote yourself by telling a story.
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