BRAND ASSESSMENT
BRAND ASSESSMENT
brand analysis
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brand strategies
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brand creation
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brand-customer relationship
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brand communication
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marketing principles
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rebrand strategies
brand analysis • brand strategies • brand creation • brand-customer relationship • brand communication • marketing principles • rebrand strategies
THE ASK:
As a consistent project within my Fashion Branding course, students were tasked with curating a branding journal, dissecting a brands online presence spanning across all online criteria in order to find out:
Who is the Brand?
Who is the Customer?
What are they talking about?
For our final branding journal, students were told to select their own brand to cover. Following the process used in our passed branding journal, we were to apply such processes and take a deep dive into any brand of our choice.
As a bonus for extra credit through our Branding course, a student is given the chance to embark on their own journey and create their own project. As long as the assignment was relevant to the course and done within the given timeframe.
That’s where the Brand Assessment came to life.
THE BRANDING JOURNAL PROCESS
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Covering Richmond, VA’s very own selvedge denim retailer, Shockoe Atelier, I was able to conduct careful research upon the following criteria:
Brand Archetype
Brand Keywords
Brand Promise
Key Brand Assets
Applied Luxury Pillars
Brand Market Position
Brand Story
In studying Shockoe Atelier’s social media, website, and community supported pages, I was able to gain a great understanding of what the brand stood for and sought to create.
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Conducting research upon their target audience was a separate battle. Honing onto their community and doing specialized research on who they curate towards brought great infatuation to the brand. Uncovering a niche, caring community excites my imagination for the future of fashion, and how it brings many together. Focusing on their Reddit pages and Instagram for inspiration, I was able to curate towards the following criteria:
Target Customer
Additional Observations
Customer Desire
Brand Persona
Customer Segmentation
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Within this portion of the Branding Journal, we discuss the overlap between Brand and Customer. In relaying how each brand criteria works alongside the customers wants and needs, I was able to gain great understanding of the inner-workings in branding. Through this section I explored:
How the luxury pillars are used
What channels engage/create brand experience
How drivers work to excite the brand/customer overlap
THE BRANDING ASSESSMENT PROCESS
Through my Fashion Branding course, we discussed situations where brands were not perceived by the public in the way they were originally intended.
Interested with this conflict, I sought for ways to put their branding to the test; finding that my best route would be to go straight to the source.
To find exactly who Shockoe Atelier is I conducted an in-person interview asking Creative Director of Shockoe Atelier, Anthony Lupesco, questions that delve deeper into his Branding.
