Scenario You are a communications professional and have been recently hired by Java Been to assist the company with developing branding guidelines. The company not only needs you to create specific...

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Scenario


You are a communications professional and have been recently hired by Java Been to assist the company with developing branding guidelines. The company not only needs you to create specific brand elements, but it also needs guidance on building and maintaining the brand. Java Been faces a great amount of competition, and its customers have various options by which to obtain the same product or service. Java Been, therefore, has asked you to help them communicate to the public why their business is the one customers should choose. You explained that this distinction is something that goes beyond simply price or location, and instead is informed by a business’s brand identity, which represents the company’s personality—detailing who the company is, what the company’s values are, and the company’s mission. Java Been is interested in investing the time to develop a strong brand identity, to attract new customers as well as create a strong customer base that frequents the business. To assist you with the branding guidelines, Java Been has provided you with theircompany profile.



Your clients, the owners of Java Bean.




Directions


You were recently hired by Java Been to assist the company with developing branding guidelines. The company not only needs you to create specific brand elements, but it also needs guidance on building and maintaining the brand. Mary Geer and Jay Sorth started Java Been three years ago, and since then, the company has grown tremendously. In the beginning, Mary and Jay focused their attentions entirely on ensuring their company would survive. Now that the company has grown, Mary and Jay want to shift their focus to recreating their brand identity and defining a brand strategy for the café. With the brand identity, the café can consistently communicate its values and personality, build loyalty and trust among its customer base, and differentiate itself from the competition. To assist you with the branding guidelines, Java Been has provided you with theircompany profile.


Specifically, you must address the criteria listed below.





    • Creating the Brand:Mary Geer and Jay Sorth stated that they need assistance recreating a brand identity for Java Been. Specifically, they would like you to help them define the brand’s personality, recommend improvements to the company’s logo, develop a tagline that aligns with the brand’s identity, and assist them in planning how to gain buy-in from Java Been’s internal stakeholders. As you create Java Been’s brand, be sure to address the following:


      • Define thekey elementsof the company’s profile that you will incorporate in the brand identity. Be sure to explain why these elements are important to the brand and how they align with the organization’s mission.


      • Describe the brand’spersonality. Be sure to explain how the personality will define the company culture. In crafting your brand’s personality, you might consider the brand voice and emotional impact of the brand.


      • Provide recommendations to improve the currentlogo. Be sure to justify how your proposed recommendations will more effectively communicate the organization’s brand. For example, you might consider the colors or font used in the logo.


      • Develop ataglinethat provides the audience insight into the organization’s brand. For example, consider the company’s values, personality, or desired experience for its consumers.


      • Explain how you will gainbuy-infor the brand from the organization’s internal stakeholders, to develop brand ambassadors.






  • Building the Brand: Now that you have created Java Been’s identity, Mary and Jay have also asked for your assistance in determining how to communicate the brand to internal and external stakeholders. They explained that they would like your help in defining their company culture and then developing a product-launch strategy. In addition, Mary and Jay want your help in monitoring consumer attitudes, to ensure Java Been can respond appropriately. As you build Java Been’s brand, be sure to address the following:



    • Define the product launch strategy, justifying how this strategy will uniformly update and communicate the company’s brand identity across all channels. As you define your strategy, you might consider the following:


      • Which channels might you use to communicate the brand?

      • What is your timeline to launch the brand and update all representations of the brand?

      • What are the goals of your launch?

      • How will you test or practice your strategy?




    • Explain how you will monitor consumer attitudes toward the brand and remain flexible to make adjustments to your approach.




  • Maintaining the Brand: Mary and Jay are pleased with your work creating and building a brand for Java Been, but now they need your help to ensure that the brand is consistently communicated, and that the integrity of the brand is maintained. They would like you to assist them in developing specific brand guidelines, and they want your advice on how to communicate the guidelines across a variety of communication channels. As you develop a plan to maintain Java Been’s brand, be sure to address the following:


    • Develop brand guidelines that employees must follow with internal and external communications. Be sure to justify how these guidelines ensure the organization maintains a consistent voice. For example, is there a specific font or color that should be used when producing materials, or are there variations of the logo that will be used when communicating through different channels?


    • Explain how the brand guidelines can be applied to a variety of communication channels, to maintain the integrity of the brand.






What to Submit


Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:



Branding Guidelines

Develop a plan to create, build, and maintain a brand for a fictitious company. Your branding guidelines must be 750 to 1,250 words in length. Cite any and all sources appropriately.

Answered 7 days AfterJan 08, 2021

Answer To: Scenario You are a communications professional and have been recently hired by Java Been to assist...

Dilpreet answered on Jan 15 2021
133 Votes
Branding Strategies: Java Beans         2
BRANDING STRATEGIES: JAVA BEANS
Table of Contents
Creating the Brand    3
Brand Identity    3
Brand Personality    3
Recommendations    3
Tag Lin
e    3
Gaining Buy-In for the Brand    4
Building the Brand    4
Communicating the Brand to the Internal and External Stakeholders    4
Monitoring Consumer Attitudes    4
Maintaining the Brand    5
Brand Guidelines    5
Application of Brand Guidelines    5
References    6
Creating the Brand
Brand Identity
For Java Beans, creating an identity for their brand plays a crucial role as it can be used to evoke specific feelings among the people in the community. The brand identity will help the owners of the café to communicate their message and promote specific goals. The key elements of the company profile, which can be incorporated in the brand identity are the ambience of the café, which promotes revival of art. Creating an environment, which would revive different art forms will help to achieve the mission of the business (Muhonen et al., 2017) i.e. to spread love and appreciation through coffee.
Brand Personality
    The brand personality of the café can be closely associated with the cultural values and beliefs of the people living in the region. The café has been presenting itself as a focused space for the people to enjoy some evening activities or cultured nights with some good beverages and food. The initiative of reviving different art forms through the café will help the café establish an emotional bond with the people. The locally sourced ingredients will also help to develop an emotional bond with the customers.
Recommendations
    It is strongly recommended that the brand must incorporate certain cultural or art elements in its logo and must develop the logo in a way,...
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