Digital Storytelling and Branding Mastery Reflection

Topics Covered

1.0 Students will be able to express the attributes of a brand using concise and engaging language that connects with the target audience in one short paragraph that can be used in a variety of mediums

I could express the attributes of the brand by completing the assignment “Three Little Questions,” which ensured I understood the importance of explaining the brand in a clear, concise manner. Answering the first two questions was straightforward for the brand to state; the third question, “Why does it matter?” took some time to get an understanding for myself and then to put it into words for an audience to receive with clarity. It tested what I knew of the brand and how the brand interacts with competitors for market share. Taking a step back and going over the services provided highlighted the importance of the level of care our clients require to ensure the best results for their issues. The assignment for my brand was a challenge for me because I don’t talk about myself and the course of this journey. I will have to be able to do it. Creating my pitch and elevating it with AI was a great lesson to see where I stand in setting up the pitch and AI polishing it for clear, concise communication.

2.0 Students will be able to define their brand’s unique voice using human personality traits in a twenty-slide digital presentation less than seven minutes in length

The brand’s unique voice assignment shows us how to look at the brand and identify the personal traits of a well-known person that it reflects. I chose Angela Bassett because reading her biography and seeing the trajectory of her life and career aligned with the brand’s. Her early years growing up in New York and having to move to North Carolina and then on to Florida resembled the early challenges the brand faced (Fitzgerald, 2002). As the brand developed and gained traction with a small audience, the service it provided was very impactful to each of its clients who recommended it to family and friends; this similarity drew me to Angela, who began with small roles in Theater, TV, and then Hollywood. The PechaKucha presentation was a fun project for me because I had to work backward to create the final presentation. I had to figure out the right photos that I wanted to reflect the information in the script that was being presented. It is a different way to present photos instead of bullet points. The project took pieces from a lot of different elements and made you fit them together to make a concise presentation.

3.0 Students will be able to produce a brand story in written or digital form no longer than one written page or two minutes in length that can be used on the company’s website

I did not know that businesses had an archetypes. I was surprised to learn this and was very curious how the brand would relate. After taking the quiz, the brand’s archetype was The Caregiver, which is the foundation of the brand. This archetype exudes the traits of support, counseling others, and providing comfort, to name a few (Pearson, n.d.). Clients have continuously mentioned these aspects of the brand to the owner through numerous reviews over the years. Consistency in applying these traits allows the brand to work with medical professionals via recommendations. For some clients, a one-and-done approach does not resolve their issue; taking them through a specific plan to ensure the right outcome fits this archetype perfectly.

4.0 Students will be able to prepare a comprehensive brand strategy no more than fifteen written pages in length that incorporates brand concepts and outside research to support recommendations

This assignment takes us through the fiber of the brand and allows us to do a deep dive into the foundational aspects to see how the brand is made up. Items that stand out when you think of a brand are the color scheme, the logo, the tagline, archetype to name a few that at first glance may not signify importance. These pieces create an emotional bond with the audience. Each element matters in the way it communicates with the brand’s specific audience and what that audience member is looking for. This helps to eliminate the majority of the people looking at the brand that are not interested, yet communicate to the members that resonate with the brand. The Super Bowl is in a few weeks, and brands pay a lot of money for spots to get their message across; each spot allows the brand to harness these touch points along with experience to speak to their segment of the audience. Although there are millions of fans watching the game and think that the commercials are cool, the true winners are the brands that communicate a clear message to their audience by embracing those elements.

Final Note

Reflecting on the various elements of the class, starting with “Three Little Questions” expanded my knowledge on how I need to think about a brand. Many aspects of the brand connect with the audience emotionally to make them understand that the brand is going to fill the needs they are seeking to resolve. The archetype of the brand has to meet the hero of the audience; whether they are Warriors, Outlaws, Creators, or Lovers, each brand appeals to a specific audience. I did not understand these nuances of brands and how they communicate with their audience. As a marketer, understanding what element of a brand directly communicates with their audience is critical in making the emotional connection. This class added another tool to my belt and lessons that will carry me through school and my professional development.

References

Fitzgerald, D. (2002). Black Americans of Achievement Angela Bassett. East Bridgewater: Chelsea House Publishers.

Pearson, C. S. (n.d.). Pearson Archetypal System. Retrieved from Pearson Archetypal System: https://www.carolspearson.com/archetype-pages/caregiver-archetype