Learning Activity – Preparing for Brand Development

06. November 2017 Uncategorised 0
Learning Activity – Preparing for Brand Development

Learning Activity – Preparing for Brand Development

Preparing for brand development                             (1 day)
  1. Refer to the Brand Brief Schematic on p.121 and write, in detail, the following about your client from Assignment 1:
    1. Attributes
    2. Vision and mission
    3. Key products or services – list these in detail
    4. Key competitors – list three
    5. Competitive advantage
    6. Key stakeholders
    7. Value proposition
    8. Target market
  2. Gather your findings and analyse the one or two interviews you’ve done. Then type up your findings and create your own brief. Your brief should include any insight you may have gained from these interviews. The purpose of the brief is to create a brand. This step of the assignment is the creation of a brief only – you do not have to develop the brand yet.

Publish your data from Step 1 and your brief in Step 2 in PDF format. Make sure that the document is neat and well presented.

Due dates

All assignments must be uploaded onto your WordPress blog by the end of the third week of Strategic Design, week 13. (The final deadline is Sunday at midnight.)

Resources and equipment for this week’s learning activities

  • Lynda course on Successful Branding by Lorrie Thomas Ross (covered in previous lesson).
  • Lynda course on Troika’s ABC Brand Campaign – Start to Finish, by Troika Designs.
  • Designing Brand Identity by Wheeler, A. 
  • Branding, Vaid, H.
  • Toothpicks and Logos, Heskett, J.
  • Encyclopaedia of Brands and Branding in South Africa 2006 by Affinity Advertising and Publishing. 
  • Adobe Photoshop
  • Adobe InDesign


The artists key attributes are the creation of electronic dance music inspired by acts like Tangerine Dream, Pink Floyd, Depeche Mode and Röyksopp


Releasing self produced electronic music, and signing other artist to the label, and become a growing label and artist


Key products
Released music
Live performances


Key competitors
Depeche Mode


Competitive advantage
Based locally in Norway. With the right marketing, it should be possible to gain an audience. It is also close to Denmark, Germany, France, where this kind of music is more popular.


Key stakeholders
Investors. Studio and music equipment is expensive, so investments are necessary. And to keep investors happy, I need to sell music, both my own, and produced for others, by renting out studio time. Listenesres must also be kept happy, so that they will continue to stream and buy music, and come to shows.


Value proposition
It will appeal to a mature audience, who remember the 80’s and beginning of electronic music, and be attractive to listen to music and invest.


Target Marked

Target audience are grownups who enjoy listen to music, and especial electronic music. These are people who remember the 80s, and appreciate the electronic sound. Kids who listen to chart music is not the target group


2: Click the image to read the brief in a pdf