Preparing for Brand Development – Learning Activity

1. Refer to the Brand Brief Schematic on p.121 and write, in detail, the following about your client from Assignment 1:

• Attributes
• Vision and mission
• Key products or services – list these in detail
• Key competitors – list three
• Competitive advantage
• Key stakeholders
• Value proposition
• Target market

First of all I think it’s incredibly weird to write up a person’s personal «competitors» and «key product or services» and I can’t be bothered. Instead I will explain each point for myself, because I think some of them blend to much and I struggle to differentiate them.

• Attributes – noun;a quality or feature regarded as a characteristic or inherent part of someone or something.
• Vision and mission – What do you want to achieve, bring to the table and how will you take it further.
• Key products or services – list these in detail – What are your products/service, what makes them great.
• Key competitors – list three – Who are your direct competition.
• Competitive advantage – What are your advantages compered to your competitors.
• Key stakeholders – Persons with direct interest in your company. Stakeholders, on the other hand, are groups or individuals who are directly impacted by the decisions and actions of an organization or company. –
• Value proposition – noun: (in marketing) an innovation, service, or feature intended to make a company or product attractive to customers.
• Target market – Audiences are the receivers of messages.Our job as the audience is to observe the performance, not to participate in it.

2. Gather your findings and analyse the one or two interviews you’ve done. Then type up your findings and create your own brief. Your brief should include any insight you may have gained from these interviews. The purpose of the brief is to create a brand. This step of the assignment is the creation of a brief only – you do not have to develop the brand yet.Publish your data from Step 1 and your brief in Step 2 in PDF format. Make sure that the document is neat and well presented.