BRAND UPGRADE AND DIGITAL MARKETING PROJECT PROPOSAL
(By Banana Chief’s Creative Team)
Potato Corner’s Brand Upgrade aims to gain greater exposure, customer recognition and loyalty for its iconic brand. It will fine-tune its branding and digital marketing approach to maintain the connection of Potato Corner’s original brand identity with its customers base who have supported its growth in the past 25 years and expand its design system that will connect to children or the younger generation (Generation Z). It will further differentiate itself from competitors and allow its brand to better support Potato Corner’s position as a leader in the industry.
Potato Corner's branding program will establish the following:
* Align the creative and communication strategy to gain better consistency in branding.
* Build recognition and reputation with new customers, improving conversion rate.
* Create visual materials and organize voice content to be utilized on multiple digital platforms.
Without consistent use of a branding strategy, Potato Corner's risks loss of customers—and potential sales—to competitors with more defined brand and digital marketing approaches. Building a strong brand and developing a digital marketing roadmap is fundamental to it’s long-term growth and viability.
Brand consultation and logo design update – We will talk with you to get a clear understanding of your business and long-term goals. Then we will incorporate that vision into a marketable brand.
Research and analysis – We’ll start by analyzing the impacts of your current branding strategies and wrap up with a complete branding audit.
Development of a custom branding strategy – Using the data gathered from our research, we’ll develop guidelines for consistent use of your brand.
Implementation of branding – We’ll implement the custom branding strategy across platforms, covering digital presence to office templates.
Discovery – We will assess your current digital marketing strategies, take a look at what your competitors are doing and identify new opportunities.
Development of a digital marketing strategy – Using what we learned in the discovery phase, we will create a customized strategy to help you reach new prospects across digital media platforms.
BRAND UPGRADE PHASE 1
I. BRAND IDENTITY UPGRADE PROPOSAL
(Sample work of Logo Upgrade)
(a) Shift to cleaner logo.
(b) Update colors and font.
(c) Re-establish brand blueprint.
-2 Design Studies of updated Potato Corner Logo.
-1 Edited version of Design Studies.
-1 Final Potato Corner Logo Design.
II. POTATO CORNER CHARACTER UPGRADE
(a) Create Potato Corner characters for its strong variants- sour cream, barbecue, sour cheese, etc. (please check sample artwork uploaded below).
(b) Animate strong variant characters (GIFs) to be used in multiple digital platforms such as website and social media. (please check sample GIF uploaded below).
(c) Create “Banana Corner” character for its trial product - flavored banana chips.
Design Parameters for New Potato Corner Characters:
-3 New Character(s) Design Studies of Strong Variants.
-1 Edited version(s) of Design Studies.
-3 Final New Characters.
-3 GIF version of New Characters.
Design Parameters for Banana Corner
-2 Banana Corner Logo Design Studies.
-1 Edited version of Design Studies.
-1 Final Banana Corner Logo Design.
BRAND UPGRADE PHASE 2
III. BRAND DIGITAL STRATEGY AND ASSETS
Objective: To audit existing brand approach and inject creative and communication strategy with the upgraded brand identity to ensure connection with Potato Corner fans from 25 years ago to next generation (Z).
(1) Integrated Digital Marketing Strategy and Content Roadmap
(2) 25 High-resolution photographs.
(3) 12 Social Media templates.
(4) 5 Website pages proposed layout.
IV. THREE-MONTHS DIGITAL CONTENT CREATION
Objective: To create visual materials and organize voice content to be utilized on multiple digital platforms aligning with brand’s creative direction and communication strategy.
(1) Creation and curation of graphic and copy for Facebook and Instagram (4x a week). Photo stocks and animation materials will be taken from new and existing Brand Assets.
About Us: Banana Chief’s Creatives is an independent consulting team delivering full service branding, digital marketing and content creation for MSMEs. We collaborate and build inspiring brands for market-leading companies and breakthrough start-ups. Connect to us through firstname.lastname@example.org