MEDIA | MARKETING STRATEGY

BRANDING & LOGOS

Brand Management Consultation - Aidan’s Cafe

Project Context

The project was to work with a Vancouver start-up company, Aidan’s Cafe and interview the owner to disclose and analyze their branding strategies. The main objective was to examine how a specific organization’s brand is being managed with respect to branding, image and/or identity, and after careful analysis, make further recommendations on active brand management.

Our final deliverable was a 20-minute presentation to the owner of Aidan’s Cafe, followed by a 10-minute Q&A session.

Objectives

Define market segments,
Identify Competitors
Identify points of similarity and difference
Describe unique consumers and their consumption habits
Adapt the Young and Rubicam Brand Asset Valuator profile for the business
Analyze the company branding, logo, tagline, colours
Develop Communication strategy
Develop an active participation branding event for the company to engage customers and employees.

Methods & Tools

Adobe Illustrator
Primary and Secondary Research
PowerPoint

Timeline

1 month, July 8 - August 5, 2022

Process

July 8 conduct interviews with the owner
July 22 Presentations to class for feedback
July 29 presentations to the company

Process

Branding Recommendations

Executing independently, we conducted interviews with Aidan and performed secondary research and found the main challenge of their current branding.

Aidan’s Brand Problem Statement: Aidan’s current identity is lacking design elements to entice consumers, which creates a disconnect between how they want to represent themselves to how they are currently seen.

Analysis of Aidan’s logo based on 6 brand criteria memorability, meaningfulness, likability, transferability, adaptability and protection.

In order to address the initial issues I designed some black-and-white examples of new logos that would align with the needs of their customers and company goals.

Logo Initial Issues

Inflexible to future endeavours
Does not highlight the main point of differences
Not corporate community-oriented (target market)

New Logos

Rebranded to their influential target market
Addresses consistency issues
Enables adaptability for long-term goals

Communication Recommendations

Our goal for the communications strategy was for Aidan’s Cafe to play a key role in the community as a valued provider of coffee and cuisine for the financial district business community. In order to accomplish this I created this slide detailing the overall marketing funnel for this communication plan.