21/04/25 - 00/00/25 (Week 1 - Week )
Andrea Choo Qin Hui (0366959)
Andrea Choo Qin Hui (0366959)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Lectures
INSTRUCTIONS
LECTURES
Week 2
・What is Brand Experience?
Brand experience is the overall impression and emotional response a person has when
interacting with a brand. It includes thoughts, feelings and behaviors shaped by those
interactions. A strong brand experience builds positive associations, enhances brand
recognition and awareness and reflects shared values between the brand and its
audience.
・Why is Brand Experience Important?
Brand experience is important because it shapes how people perceive your brand and
that perception drives purchasing decisions. A positive brand experience builds trust
and loyalty, while a poor one can push potential customers toward competitors. In
short, your brand’s reputation depends on the experience you deliver.
・What Makes a Good Brand Experience?
A good brand experience is shaped by many different factors, not just a single element.
This means brands must take a holistic approach, ensuring every touchpoint and
interaction contributes positively to the overall experience.
- Direct Marketing :
Direct marketing plays a major role in shaping how people perceive your brand. A
well-designed website that’s visually appealing and easy to use enhances the
brand experience. Advertising should reflect your core values and personality,
while every brand element, from logos to social media should evoke positive
emotions and reinforce who you are.
- Indirect Marketing :
Marketing comes from all manner of places, not least of which is your own
employees. When you can boast highly engaged employees, they act as the best
brand ambassadors you’ll ever have. Your online presence also has a profound
effect on brand experience: the way that you interact with people through social
media and on your website can make or break a first impression.
- Personalisation :
Customers want to feel valued, and personalization is key to achieving that. While
generic marketing has its place, tailored experiences help build stronger
connections. By using customer data and insights from social media and
interactions, brands can create deeper, more meaningful relationships that
significantly enhance the overall brand experience.
Week 3
・What is a SWOT Analysis?
A SWOT analysis is a straightforward yet effective tool for assessing a company's
Strengths, Weaknesses, Opportunities, and Threats. It offers insight into your current
market position and highlights areas for improvement and potential growth.
 |
| Figure 1.1 SWOT Analysis |
- Strengths :
Internal factors that give you an advantage over competitors (e.g. brand
reputation, strong distribution network)
- Weaknesses:
Internal weaknesses that drain your performance (e.g. limited product range,
weak online presence)
- Opportunities:
External factors that present potential for growth (e.g. emerging markets,
changing customer needs)
- Threats:
External factors that could negatively impact your business (e.g. new regulations,
economic downturn, competitor innovations)
Week 4
・Brand Positioning
Brand positioning is a strategic process where a company defines and communicates its
unique value proposition to its target audience, creating a distinct place in their minds
relative to competitors.
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| Figure 1.2 Brand Positioning |
・Why Brand Positioning is Important?
Brand positioning is super important because it's what sets your brand apart in a sea of
choices.
values. When done right, it creates a strong emotional connection with your target
audience, making them more likely to choose your brand and stick with it.
・Types of Brand Positioning Strategies?
Direct Marketing :
With this type of brand positioning, you’ll demonstrate why your brand is more
convenient than competitors. Whether it’s thanks to your product’s availability,
design, or ease-of-use, even if your product is at a higher price point, it’s
convenience will make it an attractive option for customers depending on simple
solutions.
Direct Marketing :
When customers consider your brand niche, it’s because the product or service
your business offers isn’t widely available. Instead of focusing on differentiating
yourself from the competition, you can spotlight the fact that you offer something
unique, which can’t be found elsewhere.
Problem and Solution :
Does your product solve a problem that many people have? In that case, position
your brand as a powerful solution so that audiences think of it whenever that
particular problem arises. One way you can do this through marketing is to
address customers’ pain points and proving that you offer an immediate and
actionable solution.
Week 5
・What is An Event Plan?
An event plan is a guide for all the components of your event. Also called an event
management plan, this tool organizes all of the steps and key information that go into
running an event.
・What are the Core Features of An Event Plan?
A big part of knowing how to run an event successfully is keeping all of the components
in one place.
With a clear event plan management, all you need to do is fill in the blanks.
・Why is Event Planning Important?
- Develop a well planned by combining all the aspirational efforts and strategies is
important to achieve desired outcomes.
- It helps in drawing a roadmap and a step-by-step plan.
- Making a memorable impacts to audience.
- Event management is about managing calculated risks.
Week 6
| Figure 1.3 How to Make Inspiring Mood Boards |
・Why Mood Boards Matter?
1. Clarify creative vision :
- Helps define visual direction clearly before starting design work.
- Saves time and money by aligning expectations early.
2. Boost collaboration :
- Acts as a visual reference when meeting with clients or teams.
- Reduces miscommunication by providing concrete inspiration.
・Three-Step Mood Board Process?
1. Collect Inspiration :
- Gather images, colours, textures, fonts from various sources.
- From social media, websites, magazine; anything that evokes the positive mood
you're after.
- Label or tag assets for better organisation.
2. Curate and Filter :
- Pick cohesive, high-impact visuals.
- Keep it focused and clear.
3. Arrange the Board :
- Use tools like Canva, Figma or Adobe.
- Lay out visuals cleanly with space and grouping.
Week 7
・What is a Brand Brief?
A brand brief is a comprehensive document that defines a brand's identity, including its
vision, values, mission, target audience and overall strategy.
It acts as a roadmap for ensuring brand consistency across all touchpoints and provides
a shared understanding of the brand for internal teams and external partners like
agencies.
・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 overall communication style and personality of the brand.
Brand Messaging :
- The key messages that the brand wants to communicate.
・Why is a Brand Brief Important?
Consistency :
It ensures that everyone involved with the brand is on the same page, leading to
consistent branding across all platforms.
Clarity :
It provides a clear and concise explanation of what the brand is about, making it
easier to understand and communicate.
Strategy :
It outlines the brand's long-term goals and how it plans to achieve them.
Collaboration :
It serves as a communication tool for internal teams and external partners,
ensuring everyone is working towards the same vision.
Guidance :
It provides a framework for developing brand assets and marketing materials.
・Who Needs to Communicate?
Most of projects involve communication with the marketing team and the management
team. The only way to put together this information and end up with a perfect end
product is through clear communication.
・Who Puts the Design Brief Together?
Essentially, the design brief is first put together by the client and then finished by the
designer. When the client gives the designer the brief, it’s the designer’s responsibility
to find out more about every aspect of the brief.
・What do Design Briefs Look Like?
The way a design brief looks is not as important as what’s in it. The most important
thing is that it’s well organized and easy to follow.
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