Best Practices for Brand

FEEDBACK BEST PRACTICES FOR BRAND 11-18-2021

November 16, 2021

Thank you for your Brand Practices submission. Company personality has been addressed for this project, so this is a nice start. Overall, this submission is not as clear as it could be, so organization and presenting information in a logical, linear way needs to be focused on as you work on the next draft. Please go over the November 16, 2021 feedback for more details. If you have any questions, reach out via the private discussion channel. Good luck on your next draft!

1) Creating the Brand: Defines the key elements of the company’s profile that will be incorporated in the brand identity, explaining why these elements are important to the brand and how they align with the organization’s mission. NOT YET MASTERED!!!!!

You identify some generalized content here, but please be more specific to the Java Been brand. According to the Company Profile, what key elements should Java Been incorporating into their brand identify and why? Why are these specific areas important? Ensure you focus on content about Java Been instead of a broad generalization here. 

2) Creating the Brand: Provides recommendations to improve the current logo, justifying how the proposed recommendations will more effectively communicate the organization’s brand. NOT YET MASTERED!!!!!

The section's a bit vague here, and filler content's taking away from the elements you need to address.  Please clearly identify the issues with the present logo, then clearly identify the changes you will make and why. In what ways do your recommended changes make sense for the rebranding? How will your recommended changes effectively communicate Java Been's brand and connect with their target audiences? This should be discussed as one paragraph instead of broken up into separate paragraphs shared randomly throughout the project. 

Resources:

London Graphic Design Agency Explains the Importance of a Logo, Startup of the Year 2014: Creative Essence; 'I Have a Deep Understanding of Trademarking, Brand Protection and the Importance of Logo and Brand Identity', Design: Logo: An Exploration of Marvelous Marks, Insightful Essays and Revealing Reviews

3) Creating the Brand: Develops a tagline that provides the audience insight into the organization’s brand. NOT YET MASTERED!!!!!

You have several taglines present, so it's not clear what your specific one is to focus on for the brand. Please select one to focus on as your specific tagline. Then, address how this tagline best represents the brand.  In what ways does the tagline reflect the brand? How does it give insight to the audience about the brand's identity and purpose? Please address this in one paragraph instead of several paragraphs placed in different locations across the project.  

Resources:

Design and Discovery (22:30), Startup of the Year 2014: Creative Essence; 'I Have a Deep Understanding of Trademarking, Brand Protection and the Importance of Logo and Brand Identity', GE Appliances Launches New Tagline and Ad Campaign, New Center Tagline and Brand Name (1:23), A Brief Pause Between a Tagline and Brand Increases Brand Name Recognition and Preference

4) Creating the Brand: Explains how to gain buy-in for the brand from the organization’s internal stakeholders, to develop brand ambassadors. NOT YET MASTERED!!!!!

This section appears to have not been covered. Add a clear paragraph that will identify how you are going to generate interest from internal stakeholders. What methods do you plan on using to gain interest and why will these methods work? How will you encourage stakeholders to become Java Been ambassadors?

Resources:

Prioritizing Training: What Shop Owners Can Learn From Steve Jobs' Black Turtleneck, How to Manage for Collective Creativity (12:54),Digital Influencers Poised to Become 'More Powerful', Launch! Advertising and Promotion in Real Time, Chapter 8, Launch! Advertising and Promotion in Real Time, Chapter 13, Launch! Advertising and Promotion in Real Time, Chapter 14,

5) Building the Brand: Defines the product launch strategy, justifying how this strategy will uniformly update and communicate the company’s brand identity across all channels. NOT YET MASTERED!!!!!

Product launch strategy has not been addressed. Please contain this section as a clear, solo paragraph. What is your launch strategy? What specifics are there to your launch strategy in communicating the brand's updated identify? How will you share the launch strategy across different communication channels? Please be more specific and add supporting details to address this section. 

Resources:

What Consumers Want (14:16), How to TEDx: Branding (3:08), How to Get Your Ideas to Spread (16:58), How to Manage for Collective Creativity (12:54),Digital Influencers Poised to Become 'More Powerful', Launch! Advertising and Promotion in Real Time, Chapter 8, Launch! Advertising and Promotion in Real Time, Chapter 13, Launch! Advertising and Promotion in Real Time, Chapter 14

6) Building the Brand: Explains how to monitor consumer attitudes toward the brand and remain flexible to make adjustments to the approach. NOT YET MASTERED!!!!!

This section's either unclear or not addressed. In a paragraph, please identify methods you will use to ask customers about they think about the brand and the changes made. Describe how you will use these use methods to adjust the brand to meet consumer needs over time. What methods/strategies would you implement to monitor consumer attitudes about the Java Been brand? In what ways will these methods/strategies easily be applied to adjust the brand based upon consumer attitudes?

Resources:

The Tactics of Successful Branding (31:00), Launch! Advertising and Promotion in Real Time, Chapter 8, Launch! Advertising and Promotion in Real Time, Chapter 13, Launch! Advertising and Promotion in Real Time, Chapter 14

7) Maintaining the Brand: Develops brand guidelines that employees must follow with internal and external communications, justifying how these guidelines ensure the organization maintains a consistent voice. NOT YET MASTERED!!!!!

This section's either unclear or not addressed. In a paragraph, identify your brand guidelines. What will your brand guidelines be? Please identify them. How you will apply these specific guidelines to different communication outlets (internally, externally) to show off and reflect the Java Been brand? In what ways will your guidelines be consistent? 

Resources:

Green Jeans Creative Recommends Branding Guidelines To Ensure Consistent Branding

8) Maintaining the Brand: Explain how the brand guidelines can be applied to a variety of communication channels, to maintain the integrity of the brand. NOT YET MASTERED!!!!!

This section's either unclear or not addressed. In a paragraph, further the guidelines discussion by explaining how you will apply them to different communications channels for employees, the brand, and stakeholders. How will these components maintain the brand's integrity?

Resources:

Green Jeans Creative Recommends Branding Guidelines To Ensure Consistent Branding

9) Clearly conveys meaning with correct grammar, sentence structure, and spelling; shows understanding of audience and purpose. NOT YET MASTERED!!!!!

Currently, the main components needed to be addressed for this project get lost in filler content not related to the project directions. In the next draft, please focus more on addressing the questions in the project directions so you align with the directions and rubric criteria better. For example, consider addressing each question/rubric criterion as a clearly defined paragraph to help clarify the content and stay on-task with the project goals. Work toward leaving out content not relevant to the project and maintaining focus on the elements you must address. 

10) Lists sources where needed using citation methods with no major errors. Not YET MASTERED!!!!!

Nice work with citations so far! Please ensure each reference has a corresponding in-text citation as you continue to develop the project.