Learning Activity – Acquainting yourself with the work process

Acquainting yourself with the work process            4 hrs

Consider the different steps in the work process and answer the following questions in writing:

▪ Conduct research

▪Write down different means of conducting research. (What do you think can be done to collect information and get consumers’ perspective on a proposed idea?)

▪ Clarify the strategy

▪What do you think should be included in a creative brief? (As a designer, what would you consider vital information in such a brief?)

▪ Design the identity

▪How would you approach the findings from the research and the clarified strategy? (What would your first steps be once you’ve received feedback and a brief?)

▪ Create touchpoints

▪What do you think is meant by touchpoints? (What, do you think, should be included in the term “touchpoints”? how would you define this term?) Hint: Keep in mind that touchpoints are those things that connect customers to your brand.

▪ Manage the assets

▪How would you nurture and grow the brand that you’ve created? (You may choose an existing brand or product and describe this according to your chosen item, if that will make it easier for you to explain your ideas.)

 

Answers:

Conduct research

Baseline information. Get all the company information that you can, to get a picture of who they are, what they stand for and how they wish to be portrayed in the public eye.

Interview key stakeholders to see if the internal view of the company vision and goals line up with the people working to make it happen.

Qualitative research.

Online bulletin boards. Participants can post anything they want about a subject.

Ethnography. Customer behaviour is observed in everyday life.

Focus groups. Participants (from the defined target group) has a group discussion, with a moderator, about a predefined subject.

Mystery shoppers. Trained anonymous shoppers judge the consumer experience and rates it from predefined criteria.

Shop-alongs. Researchers go shopping with consumers to observe how purchasing decisions are made.

Quantitative research.

Online surveys. Information is gathered via, for instance, email with a link to the survey.

Usability testing. Users are watched as they try out the product in a controlled laboratory setting.

Product testing. User testing «in real life» to get a point in time result.

Eye tracking. Cameras record eye movement as individuals view packaging, labels, ads and such.

Segmentation. Consumer segments are usually defined by demographic and psychographic information.

Equity tracking. Ongoing brand strength is monitored. Key brand ratings, brand and advertisement awareness, brand usage over time.

Scraping. Information is automatically collected from the web.

Secondary research.

Competitive intelligence. Business database services on the web provide data and information about companies.

Market structure. Research defines how a certain category is structured according to hierarchical factors such as size, taste or form. This can identify «white space», or unexploited segments in the market.

Clarify Strategy

A good creative brief should answer the following questions:

What is this project?

Who is it for?

Why are we doing it?

What needs to be done? By Whom? By when?

Where and how will it be used?

Important things to include:

Background summary: Who is the client? What is the product/service? SWOT analysis. Existing research/documents to help understand the situation.

Overview: What is the project? What are we designing and why? Why do we need this project? What is the opportunity?

Drivers: What is our goal for this project? What are we trying to achieve? What is the purpose of our work? What are our top three objectives?

Audience: Who are we talking to? What do they think of us? Why should they care?

Competitors: Who is the competition? What are they telling the audience that we should be telling them? SWOT them. What differentiates them from us?

Tone: How should we be communicating? What adjectives describe the feeling or approach?

Message: What are we saying with this piece exactly? Are there words already developed, or do we need to develop them? What do we want the audience to take away?

Visuals: Are we developing new images or are we picking up existing ones? If we are developing new ones: who/what/where are we photographing or illustrating? And why?

Details: Any mandatory information that needs to be included? List of deliverables? Preconceived ideas? Format parameters? Limitations and restrictions? Timeline, schedule, budget?

People: Who are we reporting to? Who exactly is approving the work? Who needs to be informed of our progress? By what means?

Design the identity.

Ideation process.

mind mapping, sketching thumbnails, examine different directions like historical, letterform, word mark, abstract, pictorial, patterns.

Look and feel.

Make the whole identity look and feel like the brand values of the company, examine color, scale, proportion, typography, images and illustrations / patterns. Sound and video / animation should also be considered. Sensory.

Test the concept.

Easiest placement. Hardest placement. Flexibility. Coherence / consistency. Does the signature work? Is it different? Scalable? Will it work in different media? Can it move? Will it work in both color and black and white? Conducive to brand extensions? Can it accommodate a tagline? Will it work in other cultures?

Presentation.

Agree on agenda. Clarify who will attend. Circulate agenda in advance. Create in-depht outline of presentation. Practice. Be in time, check equipment.

Creating touchpoints.

Touchpoints is basically any place the customer comes in touch with your brand, be it on a letterhead, on the web site or in a brochure.

Manage the assets.

  • Conduct an internal launch.
  • Communicate with employees about the new brand identity.
  • Create standards and guidelines to ensure that future applications adhere to the intention of the program.
  • Launch the new brand identity externally to key stakeholders.
  • Create accountability.
  • Create and identify brand champions.
  • Develop a checks and balances process to audit progress.

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