project 7-2 FINAL

USE DOWLOADED DOCUMENTS TO HELP WITH FINAL

Scenario

You work for a communication consulting firm and have a contract with Pasta Amore, a restaurant franchise. In an effort to meet market demands while still maintaining brand alignment to their corporate mission and vision, Pasta Amore is looking to rebrand to be seen as more health conscious, sustainable, and modern.

The franchise needs you to both create specific brand elements and provide guidance on building and maintaining the brand. You have been asked to conceptualize a new brand strategy and present it to organizational leaders for their review.

Competencies

In this project, you will demonstrate your mastery of the following competencies:

• Apply best practices to create, build, and maintain a brand
• Align needs of various audiences with stakeholder requirements to craft messages that meet project goals
• Produce various communications aligned to the mission and brand of an organization

Directions

Brand Evaluation and Style Guide

• Evaluating the Existing Brand: Evaluate the existing branding components and consumer data to determine which aspects of the brand can remain and which need to be revised by addressing the following:
  • Current Customer Analysis: Analyze current customer feedback data to determine the strengths, weaknesses, and areas of opportunity for the current brand and customer base.
  • New Target Audience Analysis: Analyze the new target audience segmentation data to determine the strengths, weaknesses, and areas of opportunity for the current brand.
  • Competitive Analysis: Analyze key competitors in the area that offer similar services and offerings to identify brand extension opportunities and competitive advantages.
  • Brand Equity Analysis: Evaluate how effectively the current brand attracts and maintains its target audience.
  • Communication Practices: Evaluate the brands current communication practices to determine currency and the effectiveness of its message distribution in reaching the target market.
  • Brand Recommendations: Based on your research, recommend brand extensions, brand revisions, and communication strategies that can be used to better reach the needs of your new target audience and existing customer base.
• Building the Brand: Develop a new Pasta Amore Brand Style Guide to better reach the needs of your new target audience and existing customer base. To do so, complete the following:
  • Mission, Vision, and Values Alignment: Describe how alignment to the brands mission and vision will be maintained in the suggested changes to the style guide and brand strategy.
  • Leveraging Existing Equity: Explain how existing brand equity will be leveraged to maintain customer loyalty.
  • Brand Identity and Personality: Describe the brand identity and personality based on the organizations mission, vision, and target audience.
  • Tagline: Develop a tagline that expresses the organizations mission and personality, and describe how the tagline can be incorporated into internal and external messages.
  • Visual Brand Elements: Evaluate new logo, typography, and color palette concepts provided in the Pasta Amore Visual Brand Element Concepts document. Then, select the one that best reflects the organizations new direction and extended target audience. Briefly explain how it is representative of the new brand.
  • Brand Channels: Identify five appropriate communication channels to effectively promote the new brand. Briefly explain how each channel is representative of the new brand and appropriate for the identified target audiences.
  • Data Collection: Recommend feedback- and data-collection strategies that can be used to evaluate the success of the brand changes, and explain how the recommended strategies would be effective.

Presentation and Presentation Speaker Notes

• Maintaining the Brand: Develop a training slideshow presentation and corresponding speaker notes to present the new Pasta Amore Brand Style Guide you developed. This presentation should provide internal employees with the updated branding materials needed for day-to-day activities by addressing the following:
  • Style Guide Purpose: Explain the purpose and value of using a style guide for effective brand maintenance.
  • Summary of Changes: Explain key similarities and differences between the old and new brand, including how the changes were influenced by target market data.
  • Brand Style Guide: Present the new Pasta Amore Brand Style Guide that employees must follow for internal and external communications. Make sure to include the following:
    • Which channels are best suited for which audiences and types of messages
    • Which brand elements should be used on each brand channel
  • Brand Identity and Personality: Explain how the brands identity and personality should be reflected in internal and external communications.
  • Develop Branded Messages: Develop uniform, branded messages to promote the rebranded organization and adapt the messages to fit each of the five newly identified band channels that you will present on.
  • Present Branded Messages: Present your branded messages that promote the rebranded organization. Include a rationale for the similarities and differences between your messages.

What to Submit

To complete this project, you must submit the following:

Brand Evaluation and Style Guide
Your submission should be a 500 word – Word document divided into two sections. Any sources should be cited according to APA style.

• Section One should include your evaluation of the existing brand components and consumer data to determine which aspects of the brand can remain and which need to be revised.
• Section Two should include your newly created organizational brand style guide. You should include screenshots of visual elements (such as the logo, typography selections, and color palette) in this section.