bmgt – branding week 4

Project Title:
Developing a Compelling Brand Identity for AVOBY: A Revolutionary Earbud Technology
Integrating Fashion, Innovation, and Privacy
Problem Statement:
Create a cohesive brand identity for AVOBY, a company specializing in discreet, boneconduction-based earbuds that double as stylish earring backs. The brand must resonate with
its target audience, differentiate itself from competitors, and drive customer loyalty in the
wearable technology and fashion-tech hybrid market.
Capstone Project Question:
“How can AVOBY develop a strong brand identity that achieves the following objectives:
1. Differentiates itself from competitors through innovative visual and tonal elements that
highlight the product’s unique design (earbud-as-earring) and advanced technology (bone
conduction, Bluetooth, and virtual assistant integration)?
2. Resonates with the target audience’s values, needs, and preferences—specifically plus-size
women, fashion-forward consumers, and tech enthusiasts who value privacy, convenience, and
style?
3. Drives customer loyalty and advocacy by establishing a consistent brand message that
promotes AVOBY’s mission to blend wearable tech with fashion and discreet functionality, all
while maintaining user privacy?
4. Supports the company’s business strategy and revenue growth goals by attracting an
audience that seeks personalized, high-tech audio experiences integrated into their lifestyle?”
Project Objectives:
1. *Brand Audit & Competitive Analysis*: Conduct a detailed analysis of the wearable
technology, audio, and fashion-tech markets to identify gaps and opportunities for AVOBY to
differentiate itself.
2. *Comprehensive Brand Strategy*:
– Define AVOBY’s brand positioning, emphasizing the blend of tech, fashion, and privacy.
– Analyze the target audience, including tech-savvy individuals, fitness-conscious plus-size
women, and fashion-forward users seeking discreet and innovative audio solutions.
– Develop AVOBY’s Unique Selling Proposition (USP), which focuses on combining style (earbud
as an earring), cutting-edge technology (bone conduction and Bluetooth), and privacy (sound
confined to the user).
3. *Cohesive Visual Brand Identity*:
Design a visual brand identity that includes a modern, sleek logo, a sophisticated color palette,
typography, and imagery that reflects AVOBY’s innovative and stylish ethos.
4. *Tone of Voice & Language Framework*:
Develop a tone of voice that is bold, tech-savvy, and fashion-forward, appealing to users who
value cutting-edge technology and self-expression.
5. *Brand Messaging Framework*:
– Create a tagline that encapsulates AVOBY’s unique appeal (e.g., “Style Meets Innovation,” or
“Tech You Can Wear”).
– Develop an elevator pitch and key messaging that highlights AVOBY’s discreet design, high
functionality, and how it fits into everyday life without compromising user privacy.
6. *Brand Guidelines & Implementation*:
Design brand guidelines that ensure consistent application of AVOBY’s identity across all
touchpoints, including packaging, social media, the website, and product marketing.
Deliverables:
1. *Brand Strategy Document* (10-15 pages)
2. *Visual Brand Identity Package* (logo, color palette, typography, imagery)
3. *Tone of Voice & Language Framework Document* (5-7 pages)
4. *Brand Messaging Framework Document* (5-7 pages)
5. *Brand Guidelines Document* (10-15 pages)
6. *Brand Style Guide* (digital or print)
Grading Criteria:
1. *Brand Strategy and Positioning* (30%)
2. *Visual Brand Identity* (25%)
3. *Tone of Voice and Language Framework* (20%)
4. *Brand Messaging Framework* (15%)
5. *Brand Guidelines and Style Guide* (10%)
Resources:
1. Branding and design literature
2. Wearable technology and fashion-tech market research
3. Adobe Creative Cloud, Sketch, and other design tools
4. Branding and marketing blogs (Smashing Magazine, Branding Magazine)
5. Academic journals, industry reports, and publications on consumer behavior and wearable
technology
Timeline:
– *Week 1-2*: Brand audit and competitive analysis
– *Week 3-4*: Brand strategy development
– *Week 5-6*: Visual brand identity design
– *Week 7-8*: Tone of voice and language framework development
– *Week 9-10*: Brand messaging framework and guidelines development
– *Week 11-12*: Final presentations and project submission