Creative Brand Strategy - Project 4
Graciella Limpah / 0364517
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media /
Taylors University
JUMPLINK
INSTRUCTIONS
LECTURE
Brand Experience
Brand experience refers to the collective emotional, sensory, and behavioral
responses people have toward a brand. It shapes how customers perceive the
brand and influences their loyalty and buying decisions. A strong brand
experience creates positive associations, reinforces shared values, and
improves brand recognition and awareness.
Why It Matters:
Brand experience directly impacts brand perception, which in turn drives customer behavior. A poor experience can lead customers to competitors, while a great one fosters trust and loyalty.
What Makes a Good Brand Experience:
Direct Marketing – Consistent branding across websites, ads, and communication materials with attractive design and clear messaging.
Indirect Marketing – Engaged employees and a strong online/social media presence help reinforce brand image and leave lasting impressions.
Personalization – Tailoring customer experiences using data creates meaningful connections and makes customers feel valued.Overall, brand experience should be consistent, holistic, and emotionally engaging to build lasting relationships with customers.
SWOT Analysis
Why It Matters:
Brand experience directly impacts brand perception, which in turn drives customer behavior. A poor experience can lead customers to competitors, while a great one fosters trust and loyalty.
What Makes a Good Brand Experience:
Direct Marketing – Consistent branding across websites, ads, and communication materials with attractive design and clear messaging.
Indirect Marketing – Engaged employees and a strong online/social media presence help reinforce brand image and leave lasting impressions.
Personalization – Tailoring customer experiences using data creates meaningful connections and makes customers feel valued.Overall, brand experience should be consistent, holistic, and emotionally engaging to build lasting relationships with customers.
SWOT Analysis
A SWOT analysis is a strategic planning tool used to assess a business's
Strengths, Weaknesses, Opportunities, and Threats. It provides a clear view
of a company’s current market position and helps identify areas for
improvement and growth.
Components:
S – Strengths: Internal advantages (e.g., strong brand, effective distribution).
W – Weaknesses: Internal issues that hinder performance (e.g., limited product range, poor online presence).
O – Opportunities: External chances for growth (e.g., emerging markets, new customer needs).
T – Threats: External risks (e.g., economic downturns, competitor innovation, regulation changes).
When to Use SWOT:
What is Brand Positioning?
Brand positioning is the strategic process of defining and communicating your brand’s unique value to a target audience, creating a memorable and distinct space in their minds relative to competitors.
Why Brand Positioning is Important
Step 1: Research
What is an Event Plan?
An event plan, also known as an event management plan, is a detailed guide that outlines all the components, logistics, and strategies involved in organizing and executing an event. It serves as a roadmap to ensure every element is well-coordinated.
Core Features of an Event Plan
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.
Components:
S – Strengths: Internal advantages (e.g., strong brand, effective distribution).
W – Weaknesses: Internal issues that hinder performance (e.g., limited product range, poor online presence).
O – Opportunities: External chances for growth (e.g., emerging markets, new customer needs).
T – Threats: External risks (e.g., economic downturns, competitor innovation, regulation changes).
When to Use SWOT:
- Developing new strategies
- Launching a new product or service
- Entering a new market
- Assessing competition
- Responding to industry changesSWOT helps businesses make informed decisions by balancing internal capabilities with external market conditions.
What is Brand Positioning?
Brand positioning is the strategic process of defining and communicating your brand’s unique value to a target audience, creating a memorable and distinct space in their minds relative to competitors.
Why Brand Positioning is Important
- Differentiates your brand in a crowded market
- Highlights your brand’s personality, values, and benefits
- Builds emotional connections with customers
- Increases brand preference and loyalty
- Guides consistent communication and experience
- Define – Clearly articulate your brand’s unique value and core promise.
- Target – Identify and understand your ideal audience.
- Evaluate – Analyze your brand’s strengths and areas for improvement.
- Research – Study your customers, competitors, and market trends.
Step 1: Research
- Know what your customers want and value
- Understand your brand’s capabilities
- Analyze how competitors position themselves
- Must resonate with your audience
- Must align with your brand’s strengths
- Must be clearly different from competitors
- Infuse the positioning in your brand personality, design, products, services, and communications
- Assess your current brand position
- Identify and research competitors
- Compare your brand to others
- Highlight what makes your brand unique
- Create a clear, concise positioning statement
- Implement the strategy across all touchpoints
- Monitor performance and adjust if needed
- Apple believes their customers (their target market) are innovative, imaginative, and creative and willing to pay a premium price for computers and phones. They love to connect with customers and provide value through innovative products like iPad and iPhone.
- Coca-Cola “For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options. Each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers’ lives, and the brand is intensely focused on the needs of consumers and customers”
What is an Event Plan?
An event plan, also known as an event management plan, is a detailed guide that outlines all the components, logistics, and strategies involved in organizing and executing an event. It serves as a roadmap to ensure every element is well-coordinated.
Core Features of an Event Plan
- A centralized place for all event details
- Step-by-step breakdown of tasks and timelines
- Clear roles and responsibilities
- Budget management
- Venue and logistics coordination
- Marketing and communication strategy
- Risk assessment and contingency plans
- 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.
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 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.
TASK 1
Summary of the campaign proposal :
Campaign Theme: “A Celebration of Modern British Identity”
The campaign centers around blending Burberry’s iconic British heritage with modern innovation to appeal to younger, globally minded consumers. It aims to reestablish Burberry as a modern luxury leader through immersive experiences and exclusive offerings.Campaign Components & Applications
1. Limited Showcase
What: A curated, exclusive exhibition space displaying iconic and reimagined Burberry pieces.
Why: Reinforces brand heritage, craftsmanship, and innovation.
Impact: Engages customers physically with the brand, fostering connection and excitement in a less formal setting than a boutique.
What: A curated, exclusive exhibition space displaying iconic and reimagined Burberry pieces.
Why: Reinforces brand heritage, craftsmanship, and innovation.
Impact: Engages customers physically with the brand, fostering connection and excitement in a less formal setting than a boutique.
2. Authenticity Checker App
What: A digital tool to verify product authenticity using AI.
Why: Builds trust and transparency in luxury markets, especially valuable in resale or online shopping.
Impact: Enhances consumer confidence and supports Burberry’s values of innovation and integrity.
3. Batik Re-imagined
Limited-edition handkerchiefs hand-painted in modern batik motifs. Designed to wrap around bag handles, wear as scarves, or collect as art, they blend British style with Southeast Asian craftsmanship
4. Fashion Show
What: A physical or digital runway show presenting Burberry’s latest collection.
Why: Immerses viewers in the brand narrative, showcasing a blend of heritage and modern style.
Impact: Boosts visibility, media attention, and brand relevance.
Why: Immerses viewers in the brand narrative, showcasing a blend of heritage and modern style.
Impact: Boosts visibility, media attention, and brand relevance.
Campaign Strategy
Key Message: Burberry embodies modern British luxury—timeless, innovative, and inclusive.
Target Audience
Primary: Gen Z & Millennials (ages 18–35), digitally savvy, value authenticity and sustainability.
Secondary: Existing loyal Burberry consumers and luxury fashion followers.
Creative Direction
- Classic elements (trench coats, check pattern) with bold, modern styling.
- Inclusive and diverse casting.
- British urban and natural landscapes as backdrops.
- Visual nods to sustainability.
- Confident, authentic, and forward-thinking tone.
Summary
Burberry Design Brief :Burberry’s Limited Showcase campaign is an exclusive, immersive experience that blends heritage with modern innovation. Guests gain access by downloading the Burberry Authenticity Checker app, reinforcing trust and highlighting the brand’s blend of tradition with technology. Inside the showcase, visitors explore limited edition Burberry products, available only during the event—creating urgency, exclusivity, and a deeper sense of value. The campaign also features “Batik Reimagined: Heritage on Handle” — limited-edition handkerchiefs hand-painted in modern batik motifs. Designed to wrap around bag handles, wear as scarves, or collect as art, they blend British style with Southeast Asian craftsmanship. The experience culminates in a fashion show, where Burberry presents its latest collection with a fresh, contemporary energy. Altogether, this campaign strengthens brand loyalty, boosts media buzz, and reaffirms Burberry’s place as a leader in modern British luxury.
Call to Action :
"Wear the Future. Own the Legacy."
TASK 3
A4 Poster (Main Poster)
Multiple Post (Instagram) :
Vertical Poster :
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Website
Video
Presentation Slide
REFLECTION
I learned how to do a proper analysis of a brand using tools like SWOT to know where should we improve from this brand. I also learned how to find a strong “big idea” that can guide the whole campaign.
During the projects, I got to create my own branding campaign. I learned how to come up with ideas, design visuals, and make moodboards. It was fun but also challenging because I had to make sure everything matched the brand’s story and values. I also practiced presenting my ideas, which helped me get better at explaining my work clearly and confidently.
The final project was the most exciting part. I had to create designs like website, social media posts, and a campaign video. This taught me how important it is to think about the full experience of a brand, not just how it looks.
Keeping an e-portfolio throughout the semester helped me stay organized and reflect on what I learned each week. It also made me see how much I improved from the beginning to the end.
Overall, this module taught me a lot about branding, design thinking, and how to communicate ideas. It made me more confident in doing creative work and gave me a better idea of what it’s like to work on real branding projects.
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