Brand Development Reflection
Explain the need for experienced design directors to join senior management teams in overseeing and building a brand.
Experience design directors are joining senior management teams to oversee and build the brand, manage the design group, and identify specialists needed (Wheeler, 2013, p. 114). Companies undervalue design as a core competency, and their marketing and communications are not as successful as it could be. Design directors can bridge the gap between management, operations, IT, sales and marketing, customer service, Human Resources, legal, and finance. By using a collaborative approach, the brand has a unified voice and can think
Explain how the Maturity Model for Design Management (Wheeler, p. 15) applies to Margo Chase’s relationship with Starbuck’s internal design department.
The maturity model for design management developed by Cohen Miller Consulting applies to Margo Chase’s relationship with Starbucks internal design department because Chase serves as a strategist for Starbucks. As a strategist-relationship, Starbucks, uses an external agency, Chase Design Group, to develop brand standards. Then, Starbuck’s internal design department helps to set company priorities and leads efforts based on brand knowledge. Chase Design Group produced art and assets that can be used in many mediums and applied many different ways. Chase (2008) says, “What we are making is essentially a style guide that includes a lot of assets that are prints and patterns and icons and sort of some rules for how to use those things.”
Reflect on the course by listing three main takeaways and explaining why they are important to you as a media designer.
During Brand Development, I was able to explore the history and processes of brand development in media design through case studies, and I learned how to utilize basic tools used in the marketing profession.
The first insight I gained from the class was how people view me.
From Wheeler (2013), I learned about what brand ideals I related to well and how each of my attributes, skills, strengths, and weaknesses play a significant role in how people view my brand.
Second, I learned how to design my zag by Marty Neumeier (2006). Through Neumeier’s 17-checkpoint system, I have already begun the process of developing my brand without knowing it. I believe my purpose, my mission, is to improve the relationship between people and place through creative and sustainable (economic, social, environment) practices that improve the quality of life.
Next, I was told to write my onliness statement. This was the hardest part of the exercise because now Neumeier is asking you to separate yourself from the other possible 30,000 designers out there. My statement is the only interior designer that creates an environment that embodies the attributes of a brand into the design process for all persons throughout the Seattle-Metro who wants an authentic place that reflects them in an era of Pinterest-worthy design. I also bring uniqueness to my brand because I think more globally. I was born in Jamaica, raised in Connecticut, went to college in Pittsburgh, currently living in Idaho, and transplanting my way to Seattle. Cultural awareness and traveling give me the abilities to be aware of and meet the needs of clients.
Business Branding and Process
What I learned about branding was how to differentiate between different brands (Wheeler, 2009); how to define brand ideals and branding attributes (Wheeler, 2009); learning graphic design terminology - difference between logo, monogram, wordmark, etc (Adams, 2015).
In addition, I learned about design research and the design process. 3 takeaways are:
Put your important concepts first – someone may not always take the time to go through your work so you want to make sure they have the most important information first (Adams, 2015)
Using a SWOT analysis from research to learn more about competitors. SWOT can include company history, finances, products, markets, personal, and brand positioning (O’Grady & O’Grady, 2009, p. 22-23)
Design process: discovery, strategy (concept and sketches), design (fleshing out strategies), build and translate (Giudice, 2009). If one of these phases are flawed, you will know and can start over.
Presentation and Technology
I learned how to create a brand proposal (Adams, 2015). I also learned new technology using Illustrator, Photoshop and Keynote. I taught myself how to create a logo, edit images, piece different vectors together to create what I want, how to use keynote, and add images on to a 3-D surface. I had to become comfortable with explaining my ideas and hearing myself speak.
Work Produced for Brand Development
Mastery Project: Create a visual identity that connects with and supports the guiding attributes and brand ideals of the company.
To watch the full video, click the link below.
https://www.behance.net/gallery/52084621/Rainy-Day-Toys-Rebranding-Proposal
Rainy Day Toys is a small, independently owned start-up retail store in Madison, Wisconsin. It specializes in wooden toys and books for preschool children ages 1-4. This is a request for a proposal to develop a visual identity for Rainy Day Toys.
Week 1: Gain a better understanding of how to evaluate what is at the core of brand’s makeup, and how you can use words and images to effectively communicate a brand image while analyzing the aspects of your own personal and professional brand.
Week 2: Gain an understanding of differentiation and how to apply it to developing a brand. In addition, a case study of a current brand company and two competitors.
Week 3: Use methods that are standard in the industry for researching and analyzing current brands.
SWOT Analysis for Current Brand
Week 4: Complete a recommendation and action plan for the development of a brand.
Brand Strategy Recommendation and Action Plan
References
Adams, S. (2015, March 26) Foundations of Banding for Designers. Retrieved from https://www.lynda.com/Design-Color-tutorials/Why-bother/363131/380165-4.html?org=fullsail.edu#tab.
Chase, M. (2008, September 04). Style guides. Retrieved April 30, 2017, from https://www.lynda.com/Design-Documentaries-tutorials/Style-guides/685/38839-4.html#tab
Guidice, M. (2009, February 27).Creative inspirations: hot studio, experience design. Retrieved April 10, 2017, fromhttps://www.lynda.com/Creative-Inspirations-tutorials/hotstudioexperiencedesign/767-2.html?org=fullsailold.edu
Neumeier, M. (2006). Zag: The number-one strategy of high-performance brands (p. 47-117). Berkley, CA: New Riders.
O’Grady, J., & O’Grady, K. (2009).A designer’s research manual: Succeed in design by knowing your clients and what they really need(pp. 22-23). Retrieved fromhttp://ce.safaribooksonline.com/book/graphic-design/9781592535576
Wheeler, A. (2013). Designing brand identity: An essential guide for the whole branding team (p. 28-47). Hoboken, NJ: John Wiley & Sons, Inc.
