So_strategy

Subject: Fujita House
Project: Brand Development for Historical Site Reconstruction

Game Plan (Process Outline)

1. Definition (Briefing)
2. Accumulation (Research)
3. Focus (Planning)
4. Naming (Positioning and Verbalisation)
5. Design (Visual Identity, Logo Mark, et.)
6. Refinement (Testing and Finalasing Design)
7. Deployment (Implementation)
8. Grind (Maintenance)

Phase 1. Definition
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Examine initial components of the project, historic, geographic, and economical contexts. Discuss potential challenges and expectations.
Collect questions, consider outcomes, make assumptions and attempt to define the project.

Clarify the Why: Determine the core purpose of the project.
Our vision sets the foundation for the brand.

Identify Unique Value Proposition (UVP): What makes this property stand out from competitors? E.g., prime location, unique design features, lifestyle benefits, or historical significance.

Set Goals: Are we aiming to attract buyers, tenants, investors, or a specific demographic (e.g., artists, professionals, business)?

The deliverable at this stage is a comprehansive research plan: places to experience, people to interview, case studies to complete.

Phase 2. Accumulation
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Understand Our Target Audience. Research Demographics: Who is most likely to engage with this property? Age, income level, lifestyle preferences, and needs should guide our branding.

Analyze Pain Points and Desires: What problems does this property/project solve (e.g., proximity to urban center) and what aspirations does it fulfill
(e.g., status, comfort)?

Competitor Analysis: Study similar properties and projects in the market. What branding strategies do they use, and how can we differentiate?

Phase 3. Focus
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Analyze the collected information and sift through it to identify recurring themes. New ideas may emerge during this process.

Explore several directions before narrowing them down to one. The selected path should align with all ambitions and fully leverage the opportunities presented by the circumstances.

The deliverables at this stage include:

1. A draft Business Plan or an Executive Summary
2. A Creative Brief
3. A Team Structure, outlining responsibilities and required skill sets
4. A list of potential partners and alliances necessary for the successful execution of our vision

Phase 4. Naming
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Naming is the process of creating a distinctive and memorable name for a brand, product, or service. It’s one of the foundational steps in branding.
The name serves as the primary identifier and often the first point of connection with the audience.

The process involves:
Research and Discovery, Evaluation, Trademark availability and potential legal conflicts, Domain name availability (e.g., .com) and social media handle consistency. Testing how the name resonates with the target audience
(e.g., focus groups or surveys). Refinement: Narrowing down options based on feedback, alignment with brand strategy, and memorability. Ensuring the name is versatile for future growth (e.g., not too narrow or product-specific). Finalization: Selecting a name that encapsulates the brand’s identity and stands out in the marketplace.

A good name should be memorable, meaningful, and adaptable while avoiding confusion with existing brands.

Verbalization (or verbal identity) refers to the way a brand communicates through language. It’s about crafting the tone, voice, and messaging that bring the brand to life across all touchpoints.

5. Design
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Translate the brand strategy into a visual language.

Logo Design: Create a logo that reflects the brand’s personality
(e.g., wordmark, emblem, or symbol).

Color Palette: Select colors that evoke the desired emotions and align with
the brand’s identity.

Typography: Choose fonts that complement the tone (e.g., modern sans-serif or classic serif).

Imagery Style: Define guidelines for photography, illustrations, or icons
(e.g., bold and vibrant vs. soft and minimalist).

Explore initial concepts and refine based on feedback.

Deliverables: Logo variations, color codes (e.g., HEX, RGB), typography
guide, mood board.

6. Refinement
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Refine and finalize all additional elements of design to ensure consistency
in how the brand is presented across all touchpoints.Compile rules for logo usage (e.g., sizing, spacing, do’s and don’ts).
Document color and typography standards.
Specify tone of voice and messaging examples.
Include templates or examples for applications (e.g., business cards,
social media posts).

Deliverables: Brand style guide or brand book (digital or print).

7. Deployment
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Launch and Rollout. To introduce the brand to the audience effectively a launch strategy plan must be implemented (e.g., teaser campaigns, press releases, social media announcements). Train internal teams on using the brand identity consistently.Deploy the brand across all channels
(e.g., website, packaging, advertising).
Monitor initial reception and gather feedback.

Deliverables: Launch campaign materials, team training resources.

8. Grind
--------------------Maintain and evolve the brand in a consistent matter. Ensure all touchpoints (signage, staff interactions, online presence) reflect the brand identity.Listen to members, residents, guests to refine the brand over time.
Update the brand as the property evolves—e.g., new amenities or a shift in target audience.