Brand Strategy

Subject: Moonshine Miracle

Objective: Help develop a consistent brand image for the band using brand strategy.

Phase 1 - Discovery: Look through everything you can find about Moonshine Miracle (social media, website, etc.) to find their current brand image. Go through the four stages of the Discovery Phase in Brand Strategy. 10 marks.

Current Brand Image Analysis
Audit and Assess Existing Core Identity What is the vision, mission, and values of the band? What is missing? What is most relevant?
Market Research and Competitive Analysis How big is the music market where they are from? Who are they competing with? What are their strengths & weaknesses?
Persona Development Who is the ideal customer based on the target market? How does this person operate? What does this person care about? What problems do they need solved?
Perception How do you think the business is currently being perceived by those both internal and external to the company? What do you think of when you think of [brand]? Why are you/would you be a customer of [brand]?

Phase 2 - Identity: Look through everything you can find about the band (social media, website, etc.) to find their current brand image. Help develop their brand by going through the stages of phase 2 in brand strategy. 10 marks.

Developing the Brand
Define Core Identity Clarify the vision, mission, and values of the [brand]. Relate these to the Identification elements of Brand Name, Logo, Trademark.
Brand Positioning Indicate the factor(s) that differentiate the [brand]. Relate this to the Differentiation elements of Brand Personality, Brand Equity, and Branding
Value Proposition How the [brand] solves a customers problem and why the customer should choose them over the competitor.
Visual Components How consistently and clearly is Moonshine Miracle communicating their brand / brand image? Explain with specific examples.

Part 3 Developing a Consistent Strategy: Moonshine Miracle said they would like to be known as a folk band that has soul, passion, fun concerts, and storytellers that tell hope through stories. What can they do to develop that consistent brand image? List specific ideas and examples in your reasoning. (A few touchpoints have been listed to get you started. NOTE: you can list more than one strategy per touchpoint or list a touchpoint more than once.). 5 marks.

Touchpoint definition: A touchpoint is any time a potential customer or customer encounters your brand - before, during, or after they purchase something from you.

Developing a Strategy
Touchpoint or Tangibles	Brand Words to Reinforce	Strategy to Implement
Example: Concert	Example: Storyteller	Example: the band could tell the background behind a few of their songs at their concerts. It would help listeners connect with them and show that their songs have meaning.
Logo
Website
Instagram
Add rows as needed!