PART 1: BUILDING BRAND IDENTITY AND STRATEGY
Now we need to figure out what kind of personality would fit Fra Gård. After going through the quiz on https://www.kayeputnam.com/brandality-quiz. I found the best archetype for Fra Gård: THE LOVER ARCHETYPE. Heart-Centered. To be in a relationship with customers and help them acknowledge, indulge in, and connect to their desires.
Fra Gård believes they can give customers a more authentic, personalised shopping experience true to the region and nature of the locals. So the target market points to the passionate souls who love art and nature. That’s why I think this brand archetype is really suitable for the strategic design plan and brand identity to Fra Gård.
Mention about what WORKS and what DOES NOT for a brand. To me, the best branding strategy is that creates a STRONG and UNIQUE brand identity that can be easily recognizable by the target audience. Logo, color scheme, and other design elements should be professional and reflect the core values of the business. The tagline should be SHORT, CATCHY, and REFLECTIVE of what business does. It should be something that the target audience will REMEMBER and associate with the brand. The branding strategy should be consistently implemented across all of the marketing channels. This means using the same logo, colors, and tagline on the website, social media, and marketing collateral. And the best way to keep the brand fresh and relevant is to LISTEN, stay ACTIVE, and ENGAGE with the target audience. This means consistently creating new and interesting content, participating in social media, and staying up-to-date with industry trends.
Here is some keynotes that I believe it’s WORKS for a brand:
- RECOGNIZABLE: Be easily recognizable by its customers.
- DIFFERENTIABLE: Be able to differentiate itself from its competitors.
- CONSISTENT: Be consistent in its messaging and visuals.
- RELEVANT: Be relevant to its target audience.
- ENGAGING: Be engaging and creates an emotional connection with customers.
And here is some keynotes about what DOES NOT WORK for a brand:
- Borrowing TOO HEAVILY from other brands. To stand out, must be different.
- Create the logo/brand identity WITHOUT A STRATEGY. No message and meaning behind, it’s just decoration.
- Don’t have a BRAND GOAL. A brand goal helps to filter out the things that are most important, and makes it easier to see which tasks will actually the ideal end game.
- No PURPOSE and VALUES. No strong purpose and shared values, no customers stick around and connect with your brand.
- No CLIENT-CENTRIC. The tactics and strategies are based on the right for them, not based on personal preferences or assumptions. Ask questions and collect feedback. Don’t just connect with people — have a conversation.
PART 2: THE MOODBOARD
- Typography (what kind of typography will go with the brand personality?)
- Colour palette (find inspiration, use Adobe Color)
- Pattern and texture (do you want a supporting pattern to use within your brand identity?)
- Supporting visuals (photography / animation / illustration)
Following the elements above, here is the mood board for Fra Gård:
And the colour palette (https://color.adobe.com/create/color-wheel):
AMA DEZIGN 