Build a brand strategy for a new gum, a new technology, or yourself

Gaining Background and Conducting Research

Decide what you want to brand:
Decide what you want to brand:
1. A new chewing gum
2. An e-passport
3. Your own personal or company brand.
Make a list of questions you need to answer before you can create a strategy for this brand. Specifi
Make a list of questions you need to answer before you can create a strategy for this brand. Specifically, figure out who your target consumer is and who the competition is.
Conduct a simple research plan to answer your key questions.
Conduct a simple research plan to answer your key questions.
Key Findings From Your Research
Be sure to include what you learned about who your target consumer is and who your competitors are.

Start Building Your Strategy

You'll find the worksheet here.
You'll find the worksheet here.
"Laying the Groundwork" worksheet
Share your progress in your project section to get feedback from other students

Bringing Your Strategy to Life

Written Brief and Mood Board
Share your progress in your project section to get feedback from other students

Additional Resources

Resources:
- 3 Ways To Put Your Customer First (Fast Company)
- When to Test (Red Antler)
- The Search for Soul (Design Mind)
- Online Survey Best Practices (Demographix)
Worksheets:
- Business description: E-Passport
- Business description: Chewing Gum
Resources:
- WHAT'S THE ISSUE: Creating A Meaningful Brand Strategy (Red Antler)
- Why Your Brand Should Piss Somone Off (Fast Company)
- Brand Early, Not Often (Fast Company)
- Branding Hourglass (Red Antler)
Worksheet:
- Ideation: Laying The Groundwork
Resources:
- Your Brand Is Not Confident (Red Antler)
- 9 Principles For Great Branding By Design (Fast Company)
- Mood Board 101: Branding and Image Development (Most Inspired)
- Why Mood Boards Matter (Web Designer Depot)
Worksheet
- Final Project

Alyssa Greenberg

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