ixd103 week 01 reflection and tasks

Language

Inanimate Object Task

Find an inanimate object near you and describe it as if you are the object describing yourself without giving away what the object is.

I’m an essential object for office work. I hold together documents by the pushing force you put on me!

The Object was a Stapler.

Recommending a Product Task

Think of a book or an album and try to recommend that to someone in 140 characters or less in tweet format. Do this without saying what it is.

I really like this band’s album, a good listen especially if you’re into grunge rock type of music. It was released in 1991 but is still a relevant album in today’s music. if your into that style then it will definitely have something on it for you with most of their well known songs on it. Probably mostly known for having one of the most controversial album cover of its time.

4 words to summarise the above sentences.

Grunge

Punk

Controversial

Melodic

Album Drawing Task

I drew some different icons that reminded me of the nevermind album that would resemble the album without giving the whole cover image or text. I also did a quick sketch of the album cover.

 

 

Brand Ideals and Tone of Voice

  • Who are you?
  • Who needs to know?
  • How will they find out?
  • Why should they care?

Brand Ideals

  • Differentiation
  • Coherence
  • Flexibility
  • Meaning
  • Authenticity
  • Durability
  • Commitment
  • Vision
  • Value

 

Macrocopy and Microcopy

Macrocopy

  • Establishes the tone.
  • Sets personality.

Microcopy

  • Reinforces the tone.
  • Satisfies a function.

Tone of Voice

Tone of voice represents brand personality and values. This includes the words you choose and the order in which you put them and applies to all content you deliver – website content, social media posts, emails, and any other formats.

 

Linguistic Register

In linguistics, the register is defined as the way a speaker uses language differently in different circumstances. This spectrum can aid thinking about the appropriate tone of voice for a situation although nuance and subtlety will be important.

 

Frozen

This form is sometimes called the static register because it refers to historic language or communication that is intended to remain unchanged, like a constitution or prayer.

Example – The Bible, the United States Constitution, the Bhagavad Gita.

Formal

Used in professional, academic, or legal settings where communication is expected to be respectful, uninterrupted, and restrained. Slang is never used, and contractions are rare.

Examples – a TED Talk, a business presentation, Encyclopaedia.

 

Consultative

People use this register often in conversation when they are speaking with someone who has specialised knowledge or who is offering advice. Tone is often respectful but may be more casual if the relationship is longstanding. Slang is sometimes used; people may pause or interrupt one another.

Example – teacher/student, doctor/patient, expert/apprentice.

Causal

With friends, close acquaintances and co-workers, and family. It is probably the one you think of when you consider how you talk with other people, use of slang, contractions, and vernacular grammar is all common, and people may also use expletives or off-colour language in some settings.

Intimate

Non-public, intonation more important than wording or grammar, private vocabulary. Also includes non-verbal messages. This is most common among family members and close friends.

 

Brand Dictionaries – A palette of words that helps define the brand.

Example – Mercedes

  • Precision
  • Luxury
  • Stylish
  • Engineered
  • Efficient

Personal Brand Strategy

  1. Understand your current brand.
  • What do people come to you for?
  • What is your reputation like at work?
  • How do others describe what you do?
  1. Identify your strengths.
  • What are you passionate about? (in your work, and at home)
  • Is there anything that you can talk about endlessly?
  • What winds you up or gets you angry at work?
  • What makes you forgot time exists?
  • How do you stand out next to your peers?
  1. Clarify your values.
  • What is important to you about your career?
  • What is your why?
  • What must be there for you to feel happy and fulfilled at work?
  1. Define your vision.
  • Where do you want to be in 5/10/15 years’ time?
  • Who do I need to be then?
  • How do I learn, grow, and develop to be ready for that?
  • How would I be today if I were the already?
  1. Understand the gap.

Craft your brand strapline words that describe you, your why, and the values you bring. Think about how you present yourself, how you communicate, your relationships. How well are you representing your brand?

Think about the places and situations your brand is most visible. In meetings, in daily interactions, when presenting, and your online profile. How can you effectively communicate who you are?

 

Outlining your Vision

  • Describes your goals.
  • Defines measures of success (milestones).
  • Determines your pathway.
  • Keeps you focused.
  • Helps bring others on the journey.
  • Establishes long-term goals.

Elevator Pitch Task

In breakout groups of pairs, 2 minutes each describe yourselves then swap. Then tell the group about the person you talked to.

I was paired with Nicole

Some things I noted down whilst she told me about their self.

  • likes to go the gym with their dad.
  • spends time with their three cats- Frank, George, and Meow
  • really likes marvel.
  • is obsessed with Dinosaurs as they used to watch the film The Land Before Time a lot when they were younger.
  • Has an interest in body modifications like piercings, tattoos, likes to dye their hair a lot.

Words to summarise and describe Nicole.

  • fun
  • easy-going
  • creative

 

Getting Social

Three-Pronged Strategy

Social: Twitter, Instagram …

Gathering: Blogs, Pinterest …

Story: Website/ Web Presence …

Building a brand is about starting conversations and engaging with your audiences.

  • Instagram, Twitter, Github, CodePen etc.
  • Consistent Avatar
  • Consistent Hero Images
  • Consistent Copywriting

Content Audits (Gathering)

‘criteria for evaluating communications.’

Adhere to Brand Values

Is the tone & look of the info consistent with your brand attributes?

Visual Appeal

Does the document look inviting & in keeping with the company’s positioning?

Customization

Is content based on what you already know about the customer?

Marketing Potential

Does the communication seize the opportunity to cross-sell products in a meaningful, informed way?

Structure & Navigational Ease

Is the purpose of the document readily apparent, & is the document east to use?

Loyalty Support

Does the communication thank customers for their business or in some way reward them for extending their relationship with you?

Educational Value

Did you take the opportunity to anticipate unfamiliar concepts or terminology?

Utility

Is the document well suited to its function?

 

Week 01 Tasks

  • Social Bio
  • About Page
  • Content Audit Exercises
  • Follow Something

 

Summary/Self Reflection

I found this weeks content to be interesting as there is so much more to building a brand than just creating a logo. I didn’t know much about brand dictionaries, brand strategy, tone of voice, brand values etc, but the I’ve realised how useful this content will be in making my brand. I still don’t fully understand content audits so I will make sure to focus on that more this week so I can complete the content audit exercises properly.

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