Brand Positioning Method and Practice Under Enterprise Business Strategy

From user experience (UX) to brand experience (BX), the environment faced by designers has been changing. Under the new ecology of comprehensive experience, we need to have a comprehensive perspective to help enterprises design brand experience (BX) in every channel, contact point and interaction of the customer's whole life cycle to achieve brand breakthrough. Participating in shaping distinctive brand personality, positive brand association, highly recognizable brand activities and differentiated digital products can establish a strong connection between customers/ audiences and the brand. Therefore, designers also need to produce more accurate designs in line with the commercial value of the brand.

In this workshop, real cases will be combined to let participants scientifically and systematically master effective brand methods and help designers do insightful design from the height of brand experience strategy.

1. Brand Experience Trend Under the New Ecology
1.1 Global Digital Intelligence Transformation and Brand Experience Trend
1.2 The Ability Pyramid of Designers Under the New Ecology

2. Do Strategic Design from the Height of Brand Strategy
2.1 Brand Thinking Process: From Brand VI to Brand Guidelines, the Whole Path that Participates in the General Vision Construction Under the Brand Strategy
2.2 Brand Positioning: How to Use the Brand Method to Accurately Position the Brand
2.3 Brand Model: From Brand Positioning Method to Design Application
2.4 Brand Validation: Validation and Evaluation of Brand Positioning and Brand Model

3. Analysis of Design Proposal Method with 100% Pass Rate
3.1 "True" Objective: To Meet the Needs of Customers in Real Scenarios
3.2 "Multi" Framework: Accurate and Powerful Demonstration Process and Structure are Half the Success
3.3 "Full" Value: How to Carry Out All-round Copyright Protection for Works

4. Practical Workshop
4.1 Application Practice of Brand Positioning Method
4.2 Summary and Review

1、Introduction to the Workshop: Introduction to the speaker and the team, and an overview of the content
2、Industry Trend: Global digital intelligence transformation and brand experience trend
3、Brand Approach: Brand thinking process and brand approach sharing
4、Case Analysis: From brand positioning method to design application
5、Practice Interaction: Practice of brand positioning method of simulated cases in groups
6、Summary Review

1、Junior or intermediate brand designer /visual designer /creative designer
2、Design related students (Interested in brand design in the future)
3、Internet practitioners /brand related workers (market, PR, etc.)

1、 Understand the brand design system and value, create scientific logical support for design output, and improve the competition of designers in the workplace
2、Scientifically and systematically master the effective brand model and brand thinking process method, to make the brand /visual construction more traceable
3、Master effective methods to improve the pass rate of proposals