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Creative Brand Strategy | Lectures

25.04.2025 - 06.06.2025 / Week 1 - Week 7
Khu Ying Ying / 0357306
Creative Brand Strategy / MKT62504 / Bachelor of Design (Honours) in Creative Media
Lectures

TABLE OF CONTENTS





LECTURES

Week 2 (02/05/2025)

Branding Process

Branding Experience:
  • A lasting impression created by a brand through the collective emotions, interactions, sensations, and thoughts of individuals/groups, influencing their feelings and behaviour.
  • A good brand experience builds positive associations, boosts recognition, and shows shared values.
  • It shapes perception, influences purchases, and affects brand reputation.
Figure L2.1: Branding Experience, Week 2 (02/05/2025)

Elements of a Good Brand Experience:
  • Direct Marketing
    • Shapes brand perception by influencing how people view your brand through website design, ads, and consistent, emotion-driven visuals.
    • Website design offers ease and attractiveness; ads highlight core values and personality, creating a positive emotional impact.
  • Indirect Marketing
    • Engaged employees act as brand ambassadors, enhancing brand perception.
    • Online presence impacts first impressions and overall brand experience through social media and website interactions.
  • Personalisation
    • Personalising experiences makes customers feel valued and appreciated.
    • Using customer data and social media insights builds stronger connections and improves brand experience.
  • Playing on the Sense
    • Sensory appeal enhances experience by engaging sight, sound, touch, smell, and taste to create memorable emotional connections.
    • Using sensory elements in branding and communication boosts positive brand experiences.
  • Participation
    • Engaging customers through interaction makes them feel valued and connected.
    • Offering product trials, feedback opportunities, and online engagement fosters involvement and connection.

Creative Process Overview:
Figure L2.3: Strategy by Mr Fauzi, Week 2 (02/05/2025)

Figure L2.3: Creative Process Loop by Mr Fauzi, Week 2 (02/05/2025)

Week 3 (09/05/2025)

Situation Analysis

The SWOT Analysis:
  • A framework for evaluating internal and external factors to understand market position and identify opportunities or risks for growth.
Figure L3.1: The SWOT Analysis, Week 3 (09/05/2025)

Examples of SWOT:
  • S (Strength)
    • Internal factors that give you an advantage over competitors. 
    • e.g. Brand reputation, strong distribution network.
  • W (Weakness)
    • Internal weaknesses that drain your performance, you can take action on them right away. 
    • e.g. Limited product range, weak online presence.
  • O (Opportunities)
    • External factors that present growth potential.
    • e.g. Emerging markets, changing customer needs.
  • T (Threats)
    • External factors that could negatively impact your business, you can't control them, but you can prepare for them. 
    • e.g. New regulations, economic downturn, competitor innovations.

When to Use SWOT Analysis in Your Business:
  • Developing a new strategy 
    • Align strengths and opportunities; address weaknesses and threats.
  • Launching a product/service 
    • Check market readiness and identify potential challenges.
  • Entering a new market 
    • Assess competition and market conditions.
  • Evaluating competition 
    • Understand your position vs competitors.
  • Responding to industry changes 
    • Adapt to regulations, economy, tech shifts.

Week 4 (16/05/2025)

Brand Positioning

Brand Positioning:
  • Defines and communicates a company’s unique value to create a distinct place in the minds of its target audience.
  • Sets the brand apart by highlighting its personality, benefits, and values, fostering emotional connections that build customer loyalty.
  • Helps customers recognize your brand and remember what it stands for. 
Figure L4.1: Brand Positioning, Week 4 (16/05/2025)

Steps to Develop Effective Brand Positioning:
  1. Analyse consumer needs, your brand’s capabilities, and competitors’ positioning.
  2. Choose a positioning statement that resonates with consumers, fits your capabilities, and differs from competitors.
  3. Consistently reflect this positioning in all brand elements and communications.

Types of Brand Positioning Strategies:
  • Convenience
    • Highlight how your brand is more convenient than competitors, such as availability, design, and ease of use.
    • Even at a higher price, convenience can attract customers seeking simple solutions.
  • Niche Service
    • Position your brand as unique, offering something not widely available.
    • Focus on exclusivity rather than competition.
  • Problem and Solution
    • Present your product as the solution to a common problem.
    • Address customer pain points and show how your brand provides an immediate fix.

Examples of Positioning Statements:
  • Apple
    • Target Market: Innovative, creative individuals willing to pay a premium.
    • Value Proposition: Cutting-edge technology (iPhone, iPad) that enhances connectivity and creativity.
Figure L4.2: Apple, Week 4 (16/05/2025)

  • Coca-Cola
    • Target Market: Consumers seeking refreshing, high-quality beverages.
    • Value Proposition: A range of drinks that inspire happiness and positive experiences, standing out from competitors.
Figure L4.3: Coca-Cola, Week 4 (16/05/2025)

Week 5 (23/05/2025)

Ideation

Event Plan (Event Management Plan):
  • A structured guide outlining all aspects of an event.
  • Organises key steps, tasks, and details for seamless execution.

Importance of Event Planning:
  • Structured Planning: Combines strategies and efforts to achieve desired outcomes.
  • Clear Roadmap: Provides a step-by-step guide for seamless execution.
  • Memorable Experiences: Ensures a lasting impact on attendees.
  • Risk Management: Minimises uncertainties through calculated planning.

Core Features of an Event Plan:
  • Centralises all event components, such as logistics, budget, and timeline.
  • Serves as a template, just "fill in the blanks" for efficient planning.

Event Management Plan Checklist:
  1. Event goals and objectives.
  2. Individual roles and responsibilities.
  3. Volunteers and volunteer training. 
  4. Budget. 
  5. Date and time of the event.  
  6. Event master plan. 
  7. Event location. 
  8. Event branding. 
  9. Event itinerary.
  10. Partnerships and sponsorship opportunities. 
  11. Promotional, advertising, marketing, and publicity plan. 
  12. Day-of processes. 
  13. Vendor information. 

Week 6 (30/05/2025)

Creative & Art Direction

Moodboard (Direction Board):
  • A visual collage that sets the creative direction for a project that combines:
    • Images
    • Colours
    • Fonts
    • Textures
    • Descriptive Words
Figure L6.1: Moodboard, Week 6 (30/05/2025)

Purpose of Moodboard:
  • Visualises Inspiration: A sensory collection of ideas, like a brainstorm made tangible.
  • Establishes Theme: Lays the foundation for design direction.
  • Improves Communication: Helps clients/stakeholders visualize intent before execution.
  • Saves Time and Money: Early approval prevents costly changes later.
  • Keeps Focus: Ensures new ideas align with the project’s vision.
  • Enhances Clarity: Reveals what works (and what clashes) when elements are grouped.

Three Stages of Moodboard Creation:
  1. Collect: Gather visual references such as photos, textures, fonts, and more.
  2. Collate: Organise and refine the selected elements.
  3. Collaborate: Share with stakeholders for feedback and approval.

Week 7 (06/06/2025)

Brand Brief

Brand Brief:
  • A strategic document that clearly defines a brand’s core identity and direction. 
  • Ensures consistency across all brand communications and aligns internal teams and external partners. 
  • Without it, designers work blindly; stakeholders risk misalignment and wasted effort.

Key Components of 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.

Importance of Brand Brief:
  1. Ensures Consistency
    • Keeps all stakeholders (internal teams, agencies, partners) aligned.
    • Maintains uniform branding across all touchpoints (website, social media, packaging, ads).
  2. Provides Clarity
    • Defines the brand’s core identity (mission, values, audience) in a clear, digestible way.
    • Eliminates confusion and streamlines communication.
  3. Drives Strategy
    • Outlines long-term goals and the roadmap to achieve them.
    • Helps prioritize initiatives that align with the brand’s vision.
  4. Facilitates Collaboration
    • Acts as a single source of truth for all teams (marketing, design, sales).
    • Ensures external partners (agencies, freelancers) stay on-brand.
  5. Offers Guidance
    • Informs the creation of on-brand assets (logos, campaigns, messaging).
    • Serves as a reference point for decision-making.

How to Write an Effective Design Brief:
  1. Identify Key Stakeholders
    • Who needs to communicate?
      • Typically involves collaboration between:
        • Marketing Team (brand vision, messaging)
        • Management Team (business objectives, budget)
        • Design Team (creative execution)
      • Clear communication ensures alignment and a successful final product.
  2. Define Ownership
    • Who creates the design brief?
      • Client’s Role: Provides initial requirements, goals, and context.
      • Designer’s Role: Refines the brief by asking clarifying questions and filling gaps.
      • Tip: The more detailed the client’s input, the smoother the design process.
  3. Structure and Format
    • What should a design brief include? (Focus on content over aesthetics)
      • Clear Sections: Problem, objectives, target audience, deliverables, timeline, budget.
      • Easy to Scan: Use headings, bullet points, and concise language.
      • Visual Aids (optional): Mood boards, examples, or sketches to convey style.

INSTRUCTIONS

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REFLECTIONS

Week 2 (02/05/2025)
A good branding combines emotion and strategy; every interaction influences customer perception, from advertisements to employee actions. I also learned that the creative process is cyclical, requiring ongoing modification to align with brand objectives.

Week 3 (09/05/2025)
SWOT analysis can transforms conceptual difficulties into solid strategies; it's a tool for aligning strengths with opportunities and managing risk. I can see its practical application in everything from product launches to market development, allowing organisations to adjust proactively rather than react passively.

Week 4 (16/05/2025)
Brand positioning is about creating a unique space in your audience's minds, convenience, exclusivity, or solutions. fosters long-term devotion. The lesson emphasised that great positioning necessitates both strategic focus and adaptability to remain relevant.

Week 5 (23/05/2025)
Event management involves more than just planning; it involves bringing confusion under control. I now understand how branding, budget limitation, and volunteer coordination work together to turn a checklist into an unforgettable event.

Week 6 (30/05/2025)
Moodboards changed my viewpoint to creation; they are more than simply inspiration boards; they are strategic tools that help people align their vision, avoid misunderstandings, and collaborate visually while saving money.

Week 7 (06/06/2025)
Great design is more than just aesthetics; it's about using planned, cooperative frameworks to solve business challenges.

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