For the record, I didn't like doing this one bit. I felt uncomfortable and waffly and overly pretentious… I don't even think I've explained the proposal properly and I certainly won't be winning any clients from it. Proposals make me uncomfortable, formal writing always tends to do this to me…
Pints of Cake Brand Proposal
A brand can be described as a name; term, sign, symbol or
design (or even a combination of them)
intended to identify the service of a company or collective. A successful brand
by us will provide the company’s history, purpose, values and strengths as well
as creating a unique identity for your one of a kind creative webpage.
Pints of Cake is new, it’s still in its fledgling stages and
I believe that a strong brand identity can be an essential ally in a world full
of new webpages and start up projects. The quicker a new company can
communicate its personality to audiences, the sooner their loyalty can be
gained and interest can be generated. A person will make a decision to come to
your webpage and contribute based of what they see, so surely it makes sense to
present consistent, thorough visuals that grab the eye and cement Pints of Cake
in their minds.
I understand that Pint’s of Cake is aimed at bringing people
together out of love things they are passionate for. Although the main focus
will be the collecting and sharing of different artwork, illustrations and
comics Pints of Cake clearly aims higher than most creative collective blogs
and websites. By including reviews, writings, podcasts and editorials the
potential for expression is increased and the number of topics for people to be
passionate about opens up to a larger audience.
Pints of Cake is something that needs to be communicated as
fun, as well as creative. It’s an enjoyable experience to immerse yourself in
popular culture and artistic ideas and it requires people to function. That’s
why we need to bring people in from the outside and approach this externally.
The tone of voice for this company will need to be a friendly one, although one
that’s clearly different from the mainstream terms of friendly, it needs to
become something people are inquisitive about, that they want to explore and
discover for themselves instead of serving everything on a plate right to them.
The use of social media has already been fully addressed by
your collective and it’s wonderful to see a social media presence that is
strong and well defined. Now we need to make it something that people want to
share, to build up excitement. As well as using our previously designed logo in
the webpage and on your social media I propose printing it out in beer mat
formats placed in and around student pubs and potentially also within
university environments (at least for the beginning). This could be a unique
chance at guerrilla advertising as the context of a pub and beer not only suits
the company name but it also piques audience curiosity. Especially when the
beer mat is placed in other contexts or handed out on the street, it certainly covers
the value of taking something familiar and presenting it in an unfamiliar way
(a beer mat? In a coffee shop? What is this?). It will make people inquisitive,
it will draw them in, it will make them ask questions.
This can then leads towards an upcoming launch of the Pints
of Cake webpage. Not too long after releasing the beer mats, posters will go up
in similar areas, the social media sites will have a makeover using the new
logo and cover pages. There is also a potential for a countdown, and updates
for different contributors, each day a new contributor is announced in the
previous interview format demonstrated on the kickstarter pages. Make the art
the star; show a slither of what some contributors will be providing, but not
all so as to loose interest and give away all the content before the site is
even up and running. Example interviews
or review highlights wet the audience’s appetite but keep them hungry.
After generating interest and displaying what you stand for
it will capture the right kind of passionate creative person and draw in inquisitive
minds. It will be down to promotion through social media and getting consumer
participation to further grow the brand- allow for each item, article, image
and review to be shared with others on social media so people can help generate
interest for you.
All of this together should produce a fun, unique and
creative brand that draws in audiences and represents the individual, creative,
pop and art cultured, fun personality that Pints of Cake stands for.
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