#mdm525

[queenscholar-blog]

Defining Client Needs

It is important to know what your client needs to elevate their brand and to know what it is that they want. Defining the needs of the client involves research (O’Grady, 2009, 89-90). To research properly, the designer needs to have an area conducive to supporting creative impulses. Since “Taste” is subjective, the designer needs to be able to cater to the client and their projected audiences to gain more clientele, etc (O’Grady, 2009, 89-90).

The importance of articulating the value of the service or product can mean the difference between having a client come back for more design work and finding someone else. When presenting to a client, the designer needs to be able to articulate the meaning behind the elements used among other things. In completing this course, I have further learned the value of constructive critique and research as pertains to my field. I look forward to taking the next step.

Three main takeaways for this course would be: 1) Research is important. Without research, I have no way to better understand my clients and their needs. 2) Deadlines must be met to move forward. Without meeting deadlines, I lose ample time to properly and creatively meet standards. 3) Constructive Criticism is key to elevating one’s designs. Approaching design from different angles allows for it to evolve.

References:

OGrady, J. V., & OGrady, K. V. (2009). A Designers research manual: succeed in design by knowing your clients and what they really need. Pg. 89-90.

[cywarner]

MDM525 Defining Client Needs - Mastery Journal Reflection

Ideals + Mantras:

I learned a few things in this category.First, I learned the idea of the Golden Circle from Simon Sinek. Why being the most important reason to inspireothers to join in your cause. This really connects the individual with thebrand, because they are a part of the brand tribe. This was a valuable lesson Ican use to reinforce why I do what I do. Also from Marty Neumeier, why does it matter. Love the idea of the gut feeling relating to brand connection. Experiences and personal identity are the most important differentiator to people. I can use this as my mantra when concepting to reinforce that ideal.

Research + Strategy:

A takeaway in this category would be the idea of creating a persona for a project from Chase Design Group. Definitely want to add this to my design strategy process. Have always done target audience and target demographic research, but have never created a specific person that represents the customer. This is a great tool for not only for the project but also for the client to narrow down and focus.

Design + Layout:

A few takeaways in this category are from the Sean Adams course: Foundations of Layout and Composition. Here I learned the ideas of using the Golden Section and Rule of Thirds to test your composition strength. The main takeaway in this category would be the idea of breaking the rules with my design. Learned to override the expected and go with my gut feeling about a design. Have to go with instinct over logic when you want to really connect with the brand tribe.

References + Research:

Adams, S. (2013). Foundations of layout and composition. Retrieved February 17, 2015, from http://www.lynda.com/Design-tutorials/Foundations-Layout-Composition/135095-2.html

Chase, M. (2008). Case Study: Chinese Laundry, Strategy. Retrieved February 28, 2015, from: http://chasedesigngroup.com/case_studies.html#4

Neumeier, M. Brand Gap, The: Revised Edition, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.

Sinek, S. (2010, May 4). Simon Sinek: How great leaders inspire action. Retrieved from http://www.youtube.com/watch?v=qp0HIF3SfI4

Design Projects:

A few of my designs from this course are included in my mastery journal and labeled as MDM525 reflection.

[benjaminirwin]

Here's my favorite project from this month, my 'Romeo & Juliet' event poster we produced in week three.

Read the full description of the project on my portfolio site.

[benjaminirwin]

Reflecting On MDM525: Defining Client Needs

In Defining Client Needs this month, there were many communication and information gathering strategies imparted on me which I can take forward in my freelance work. Prior to this course, I've started with a set list of questions that I start by asking of my clients. This would give me insight as to stylistic preferences, their brand identity, how the business operated in the past, and where they're going in the future. Of course, every client is different so this set list of questions became more of a conversation starter. I'm finishing this course with more tools in my arsenal that I can use when uncovering a client's. For instance, I set a goal to practice sketching whenever possible. After reading David Airey's article about showing sketches to clients, I will put sketching into practice during the initial brief with my clients. In practical terms, this will help us focus on identifying the best idea and allow me to more efficiently build a roadmap as to what creative direction to take.

Another great learn was in the production of usage sheets. In the past, I’d provided both .ai (or .eps) and .png files to clients with their final logo. Often times I would include black and white and color versions. I really appreciated the do’s and don’ts French sent to the client to help keep the logo’s display and branding consistent. The description is fantastic as it summarized what makes the mark unique for copyright purposes.

Finally, while reading The Brand Gap by Marty Neumeier, I was relieved to read the words “don’t worry, be crappy.” To most this may be a very small point, but I found it to be very impactful. In my work, I tend to strive for perfection. I enjoyed reading this passage because I felt free to make mistakes, and “be human.” More importantly, I realized I shouldn’t over think an idea. If an idea is too fine-tuned, it can come across to the audience as safe or boring. By reading this I was also encouraged to have a little fun with my work and try some routes to break the mold. 

While our course work was fast paced, I got a lot out of it. I feel as though I’m not only a better designer, but a better communicator and business person. I feel more confident going forward with my studies and I can’t wait to see what the courses ahead bring.

Resources

Neumeier, M. (2005). The brand gap. Indianapolis, IN: New Riders/Hayden.

[benjaminirwin]

Here's my design project for week one of MDM525:

Three black and white comps of the Much Ado About Nothing event poster are variations of how to make fonts work in a hierarchy. I was looking to achieve a blend of modern and classic styles with the font choice and drawing of the Shakespeare vector graphic.

The Grand Canyon poster is an exercise in making colors pop against a photograph.

[daynaalderman]

Final Reflection MDM525

There are several key components in a rebrand process, building  trust with clients, analyzing brand value, uniqueness of the service, customer loyalty and the competitive landscape of the business sector are all pertinent to this process in order to build a sound strategy.

  Reflect on what youve learned from reading the material and watching the videos. Elaborate on the three most important concepts or ideas that you can take forward in your future work.

This course has motivated me as a designer at a much higher level than before. I have learned very important skills, processes and techniques that I can carry with me through out my Full Sail course studies and beyond into my business as a designer. The three most fundamental aspects I have learned through this course are as follows:

How to build an effective and clear communication method with clients in order to gain trust and understanding of the project goal.

How to build case studies in order to compare and contrast the competitive landscape of a business sector.

Understanding the value of creating a rebrand, as well as, the unique value it offers to the consumer through the service or product offered is a key component to brand differentiation.

Learning how to communicate with my clients and present information accurately on a level they will understand will close the communication gap. Through the use of charts, mood boards, personas and psychographic mapping I will be able to layout a clear strategy to my client to help them understand the process. This is done before I start designing on canvas.

 Understanding the competitive landscape of the business sector is a key component to the brand strategy. Researching and understanding the competitors and the place they hold in the market will allow for a more successful outcome in the project (Neumeier, p. 38).

 Defining the value in a business will help to position a brand more effectively in the market. To build a strong purpose in a rebrand campaign it is important to through researching of the product benefits and analyzing customer loyalty through the use of profitability analysis (Levens, 2010, p. 31). Thorough research and analysis of current services offered, trends and the uniqueness of the current brand will help to develop a more sound strategy to differentiate the product or service in a rebranding campaign. Furthermore, in doing so this will help to build consumer relationships to create a trusted brand in the future.

In a nutshell, each of the for mentioned strategies are a very important part of the brand strategy (Levens, 2010, p. 50). Understanding who, what and why of the brand will allow me to build a sound strategy. Researching customer loyalty and unique qualities of the product or service and researching the competitive landscape in a market sector will help to develop a distinct positive brand image.

  Reference:

Levens, M. (2010). Marketing: Defined, explained, applied marketing, 1/e vitalsource ebook for full sail university. Pearson learning solutions. Retrieved from  (p. 50 & 86). Upsaddle River, NJ: Pearson Learning Solutions. DOI: vbk:9781256503811

Neumeier, Marty. (2006). Brand Gap, The: Revised Edition, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. Retrieved from vbk:9781256503460#outline(4.2).

[daynaalderman]

Reflection Week 3 MDM525

I learned this week that brand positioning, customer value analysis and client relationships are all important aspects to making a rebrand campaign successful. Without proper analysis a unique strategy is impossible.

  Reflect on what youve learned from reading the material and watching the videos. Elaborate on the three most important concepts or ideas that you can take forward in your future work.

  This week I learned many valuable knowledge concepts that I can utilize in my future work as a designer. The ideas that I feel are most important to the branding process will enable me to do a better job as a designer. I learned that building a relationship with our client is so important to the business branding process to in order to further understand the business needs cohesively. I also learned that brand positioning is such an important piece of the success of a business. Further more, I learned that understanding the value the consumer gains with in a product or service is very pertinent to the success of a brand as well.

  While watching Kit Hinrich’s videos I learned that being a great designer is only one piece of the rebrand process. The most important part of this process is gaining valuable trust of the client so they keep coming back to you as a designer. According to Hinrich, “ One of the most important things we have to offer our clients and the reason why they keep coming back again, again and again is not because we are a better designer than someone else, it is because they trust you to do what is right for the business” (Hinrich, 2010).

  Customer Loyalty is a very important part of the success of a brand. Keeping the loyal consumer happy while increasing awareness of the product or service to the not so loyal consumer will build better profit revenues for the brand.  Many research analysis’s need to be done in order to successfully determine the value of the brand to the consumer. According to Levens, “To determine which customers are profitable and which are not, an in-depth customer profitability analysis should be conducted. A profitability analysis of customers involves assigning actual marketing costs to customers, based on the actual costs that are required to perform various marketing activities, such as sales calls and product shipping” (Levens, 2010, p. 50).

  Brand positioning includes assessing the features of the product or service offered, the benefits to the consumers and the values that the service or product offers to the consumer. Building this strong purpose for the brand strategy will allow the business to go beyond the now of the product. According to Araujo of Good Purpose Articles, “Purposeful brand positioning, beyond giving substance to a brand promise, fills a void in communications not addressed by advertising or promotional activities” (Araujo, 2013). Concentrating on what makes a service or product unique will position the brand in the marketplace more successfully. According to Levens,” Strong brands provide three things to consumers: they save time during the shopping process, they project the right message, and they provide an identity”(Levens, 2010, p. 86).

  In conclusion, the relationship with the client will help me as a designer to gain valuable information into the business needs, under stand the position of the brand in the market and build stronger client designer relationships. In doing so this information will help to develop the brand strategy and successfully convey the value of products or services to the consumer base and increase awareness and trust of the brand.

  References:

  Araujo, R. (2013, March 15). The role of purposeful brand positioning in communications efforts. Retrieved fromhttp://purpose.edelman.com/the-role-of-purposeful-brand-positioning-in-communications-efforts/

  Hinrich, K. (Designer) (2010). Brand design [Video]. Retrieved from http://www.lynda.com/Creative-Inspirations-tutorials/kithinrichs-graphicdesigner/58985-2.html

  Levens, M. (2010). Marketing: Defined, explained, applied marketing, 1/e vitalsource ebook for full sail university. Pearson learning solutions. Retrieved from  (p. 50 & 86). Upsaddle River, NJ: Pearson Learning Solutions. DOI: vbk:9781256503811

[daynaalderman]

Brand sector positioning

In this discussion I learned that there is a lot more to rebranding than designing. I learned that the value to the consumer is a very pertinent part of the equation. I also learned that ranking businesses by revenue must be on on an apples to apples level (Biase,2013).  For instance, in my comparisons I chose statewide organizations and used revenue on the state level for my research.

    Non- profit (sector); At- risk youth and adult services (sub-sector);

Idea: Unplanned pregnancy outreach services.

  The 4 organizations I chose in the at risk youth sub-sector are ranked according to revenue and are as follows:

#1. Pregnancy Center East Pregnancy               Revenue: $440,551

#2. Houses of Hope                                     Revenue: $95,533

#3. Reach Out Pregnancy Outreach                  Revenue: $60,422

#4. Birthright Inc.                                        Revenue: $53,462

     Uknown. (Photographer). Teenage Pregnancy: A Mother's Perspective [Print Photo]. Retrieved from http://4.bp.blogspot.com/-LLnxTV43BWM/T56jjat3WaI/AAAAAAAABCo/_q8PMQMV0to/s1600/preg.jpg

    Health and wellness (Sector); Mental Health care (sub-sector);

Idea: Suicide prevention services.

  The 4 organizations I chose in the Mental Health sub-sector are ranked according to revenue and are as follows:

  #1. American Foundation for Suicide                           Revenue: $ 9.25 million

#2. American Association of Suicidology                       Revenue: $ 1.65 million

#3. Suicide Prevention Education                                Revenue: $ 492,509

#4. Suicide Prevention and                                        Revenue: $ 312,832

      Crisis Service of Tompkins

    Geezy, N. (2012) First Aid with Kelly Kinkaid: Suicide Awareness [Print Photo]. Retrieved from http://www.swaysuniverse.com/wp-content/uploads/2012/09/tumblr_m76b5uFuIN1rbpp2zo1_1280.jpg

      Industrial and fashion design (sector); Furniture (sub-sector)

Idea: Baby furniture.

  #1. Baby Tyme                                        Revenue: $ 620,000

#2. Bellini Baby Furniture                           Revenue: $ 400,000

#3. Baby Time Furniture                             Revenue: $ 220,000

#4. USA Baby Furniture                              Revenue: $ 190,000

    Keenerboy. (Photographer). Baby Furniture Store [Print Photo]. Retrieved from http://media.merchantcircle.com/37995364/baby-store_full.jpeg

    1. Given the market sectors and the 4 companies that you chose within each sector, what client needs can you identify to justify each project? What benefit to consumers would be gained by pursuing the project? Provide at least one direct quote from this weeks readings or videos with a citation to relate your answer to the research assignments.

  Each subsector I have chosen offers services to a client base that is experiencing unplanned pregnancy. The client’s need in this sub-sector is for an outreach service that is confidential and free; where the clients can obtain information, advice and gain resources to counseling, healthcare and clothing resources.

Each project can be justified because there is a need to generate a heightened awareness of the services that are offered to the target market. By increasing this awareness it could also bring about change in the prevention of pregnancy via education and provided extended confidential support for unplanned pregnancy. Further more, this heightened awareness will lead to generating potential donations for the organization since they are ran on a volunteer level. According to Levens, “The process of creating or enhancing brand equity involves understanding the value of the brand as well those factors that can create a positive brand image” (Levens, p. 85). Among the four Reach out Pregnancy and Birthright Inc. have branding collateral that does not reflect the brand, as it should. There is very little information on the websites and is not very pleasing to the eye.

                                                  Each Mental health sub-sector I have chosen offer a variety of services such as Counseling resources, awareness of suicidal thoughts, and how to help others with those thoughts. The client’s need in this sub-sector is that they can gain much needed valuable information about suicide and how to deal with such an emergency. Each project can be justified because there are a growing number of people who commit suicide each year. According to the American Association of Suicidiology, “Average of 1 person every 13.7 minutes killed themselves” There is a dire need for enhanced awareness on a national level. Secondly, the brand must reflect hope; in doing so, promoting campaigns to reach out to others to make a difference in the world will not only educate people, but it will capture much-needed funds for the organizations. Among the 4 organizations I chose, Suicide prevention Crisis Service of Tompkins has a more cheerful tone, however the method of conveying the information is inconsistent to a professional tone.

    Each baby furniture sub-sector I have chosen offers a variety of quality baby furniture. These items include, cribs, dressers, diaper changing etc. The client need in this sub-sector is to be able to purchase quality baby furniture that lasts while paying a fair price. Each project can be justified to build brand awareness and to create a differentiation of the brand and the goods they offer. Secondly, increase awareness of the brand to the online presence, thus boosting revenue.

Among the 4 companies I have chosen, Baby Time is the only business that has is in dire need of a rebranding. I found no advertisement and their website does not do justice for the brand.

  2. Considering the competitive landscape in each sector, why would it be important to go beyond a redesign of the current brand identity of your selected companies? Provide at least one direct quote from this weeks readings or videos with a citation to relate your answer to the research assignments. Provide at least one outside reference with a direct quote.

  With in the completive landscape of both the unplanned pregnancy outreach and the Suicide awareness, there is an increasing need for more awareness on a national level. In going beyond the redesign, it would allow the company to not only grow it’s revenue, but will allow for a greater option for change in the world. One of the core values of each of these organizations is to bring about change and help others. What better way than increasing awareness?

  The competitive landscape of the baby furniture sector is important because, there are many furniture stores that offer the same products. Creating a brand differentiation, will allow for growth in revenue and possibly future new locations being built. The furniture store offers a variety of well-known brands, so it is important to reflect the promise of the brands they offer.  According to Levens, “When a company has multiple brands, the decisions on the correct combination of brand names and attributes across the entire portfolio is part of a comprehensive brand strategy”(Levens, p. 88).

   3. What are some of the more obvious features or services that are shared between the competing companies in each sector? What are some potential strategies for differentiating your selected company’s brand from the others? Provide a direct quote from this weeks readings or videos with a citation to relate your answer to the research assignments.

  There are many similar services that each competing company offers to their customer base. 

The unplanned pregnancy outreach centers all offer free pregnancy tests, counseling and referral resources for birth, adoption and abortion services. In differentiating between the brands there are several areas that could be of focus. For instance, Birthright offers confidential services to teens. Many teens are scared to talk to their parents. By focusing on confidentiality, it will build a relationship with the brand and the client.  Reach Out has a service for expectant fathers of unplanned pregnancy, focusing on this will allow the brand to stand out among the competitors. Reach Out also offers free ultrasound scans, this could be a big focus because many young expecting parents do not have the necessary medical care available to them. Focusing on a new an inventive solution that will create a buzz for the brand will allow it to soar like an eagle. “You can’t gain a competitive advantage from carrying on with business as usual. Instead, you have to design new solutions to problems sometimes even wicked problems that other companies are unprepared to tackle” (Neumeier, p. 64).

  The suicide awareness organizations offer counseling, free education, support groups and material for dealing with the loss of a loved one due to suicide. However to differentiate the brand in Suicide Prevention and Crisis Service of Tompkins, a focus could be on the Empty Chairs project that is done annually. Each chair is created by people whom has suffered the loss of a loved on to suicide. By focusing on this, it could raise awareness and possibly start a trend.

  Each of the baby furniture stores offers a multitude of baby furniture items such as cribs, dressers, gliders, mattresses etc. The number 3 ranking store, Baby Time is a family owned and operated store, the only one in this list. The focus of this brand differentiation could be that they offer the lowest prices around, personalize customer service needs at the highest level.

          References:

Biase.(2013). Week Three Goto Meeting. Fullsail University.[recorded lecture DCN 4-24-13 6.13 PM] Retrieved from http://vimeo.com/64810137

Find The Company. (n.d). Find the company: companies and organizations. Retrieved from http://www.findthecompany.com

Find The Best. (n.d). Business & finance: Non-pro charities and foundations. Retrieved from http://non-profit-organizations.findthebest.com/

Levens, Michael. (2010). Marketing, Vitalsource eBook for Full Sail University. Pearson Learning Solutions. Retrieved from vbk:9781256503811.

Neumeier, M. (2006).  The Designful Company: How to build a culture of nonstop innovation for Full Sail University. Pearson Learning Solutions. Retrieved from vbk:9781256504269#outline(4.7).