Brand Me by oliviaeggington07

OLIVIA EGGINGTON 190802 CONCEPT DIRECTION AND DEVELOPMENT AD6605 WORD COUNT: 3411 1

Pages 4-5 - Introduction Pages 6-21 - Part One : About Me, Peer Reflection, Self Reflection and Values Pages 22-47 - Part Two: Brand Influences, Brand Concept, Market Level, Consumer Profile and Branding Pages 47-51 - Conclusion Pages 54-57 - References

In this book, I will discuss how the ‘Brand Me’ section of this module has helped me to develop my personal branding. I am defining ‘personal branding’ as the way I am going to market myself in relation to my chosen career path. It will reflect my values, brand identity and brand message. My journey commenced when I conducted some initial research during the summer. This enabled me to gain a clear understanding of who I am, my influences and interests that have been influential in creating my brand. Using this and engaging in further primary and secondary research, I was able to identify my chosen market level and brand concept.

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For the initial part of my summer research, I reflected on myself and my childhood. This was something I initially struggled with as self-reflection is something I very rarely do. I reflected on myself and my personality by using the 20x20x20 research method. This involved choosing 20 words that best reflect me and creating 20 visuals and descriptions to go with them. This was a highly beneficial research method as it allowed me to gain a better understanding of myself. It is a strategy I will be using again. I learnt that I am a shy, caring, hardworking and sensitive person. This was a pivotal part of my journey as I realised that to understand my brand, I needed to understand myself. I followed this by reflecting upon my childhood, which is something I am extremely grateful for. I was brought up surrounded by a loving and supportive family.

I was born and brought up in Wales with my family as an only child until the age of 7 when my sister was born. Although I was quite a quiet child, I was always creative, hardworking and inquisitive. Being awarded head girl in primary school reflected my personality and how I was a teacher's pet! Living in Wales, I have always loved spending time outdoors and living a healthy, active lifestyle which has had an impact on my brand. Reflecting on my childhood made me understand that this is where my determination, passion and values came from. Having had a positive childhood, positivity is something I would like to incorporate into my brand. I also want my brand to reflect my culture, growing up in the countryside being surrounded by the outdoors.

My family have played a pivotal role in making me who I am today and therefore are highly influential on my brand. They have always supported me and ensured I am the best version of myself. They are people I have always looked up to because of their positive outlook on life. Their successes have always inspired me. I would like to take away a ‘pay it forward’ message from my family with integrity and support as aspects of my brand. My family have made me a considerate, caring person. I would like to reflect that within my brand. It will communicate a considered future where we look after each other and our surroundings.

When asking my friends and family about me and my personality I received highly positive comments. Though I did find that my family were a bit more honest with their adjectives to describe me than my friends. They described me with words including sensitive, overthinker, contentious, caring and healthy. Words that my friends used to describe me included hardworking, funny, caring and cheerful. Reflecting on my friendships has showed me I have grown a lot as an individual and have become a lot more independent. Therefore, confidence and community are aspects I want reflected within my brand.

As part of the process, I reflected on my strengths, weaknesses and how I communicate. My strengths included being determined, supportive and positive. I am a hardworking individual who is always aspiring to progress and achieve new goals. My weaknesses included being a people pleaser, perfectionist and overthinker. It was also clear that I do doubt myself a lot when I should not, particularly when it comes to my creative work. However, my strengths and interests lie both within creative and marketing fields and therefore I would like to explore both to communicate my brand. I would class myself as a 50/50 marketer and creative. Therefore, I like to present my work in both controlled and creative ways. I have also found that I would place myself somewhere in-between a minimalist and maximalist, which should easily be identifiable throughout my work.

The brand me journey has shown me I enjoy writing, researching, and using photoshop to digitally present my creative work. I have learnt that marketing is my safe space and I need to take greater risks and be more self-confident in relation to my creative work and ability. I have also established that I need to take more risks with my decision making. When asked if I was a fight or flight person, as an indecisive person I could not decide if I was completely fight or flight. However, with regards to my work I am going to adopt a ‘fight’ attitude as I know this attitude will be the most beneficial for me. This part of the journey has been beneficial for me as it has allowed me to understand my key strengths, interests and influences to take forward within my brand.

FIG 1: PRIMARY IMAGE ‘WELLNESS’ (EGGINGTON, 2021)

My ‘brand me’ journey has taught me that wellness is a core value of mine. The World Health Organization defines wellness as “a state of complete physical, mental, and social well-being, and not merely the absence of disease or infirmity” (Beauloye, 2021). Wellness and self-care have become a big priority for many people, particularly following the COVID-19 pandemic, which has led to an increase in mental health issues. As a result, more people are aware of and are prioritising their health and wellness.

Therefore, more brands are incorporating this into their brand awareness. Latest research shows that in a survey of 7,500 consumers in six countries, ‘79 percent of the respondents said they believe that wellness is important, and 42 percent consider it a top priority’ (Callaghan, 2021). Positivity and awareness on the importance of looking after your physical and mental health is integral to my brand. I am someone who has always looked after their health and enjoyed living an active lifestyle and therefore want it to be included in my brand. I also want to help raise awareness for the planet's wellness.

FIG 2: PRIMARY IMAGE ‘SUSTAINABILITY’ (EGGINGTON, 2021)

Another one of my core values is ‘sustainability.’ Sustainability means “meeting our own needs without compromising the ability of future generations to meet their own needs” (Mollenkamp, 2021). However, I do not like to use the word ‘sustainable’ as it is being overused and losing its impact and meaning. There has been a lot of problems with greenwashing as it is reported that ‘60% of sustainability claims by fashion giants are greenwashing’ (George, 2021). As a result, I prefer to use the word ‘conscious.’

“A conscious consumer is an agent of change who considers the social, environmental, ecological, and political impact of their boycott and boycott actions” (Ramchandani, 2017). It is the partner to the word wellness as we cannot be happy and healthy if we are surrounded by a dying planet. A 2020 World Economic Forum survey of 21,000 people from 28 countries found that ‘86% want to see more sustainable and equitable products in the post-pandemic market’ (Bell, 2021). I would like my brand to be underpinned with visions of a more conscious and considerate lifestyle.

T HE E B

C HAN G

FIG 3: PRIMARY IMAGE ‘NO PLANET B’ (EGGINGTON, 2021)

FIG 4: PRIMARY IMAGE ‘HOME’ (EGGINGTON, 2021)

(BUDD, 2017)

NINETY’S

ATHLEISURE

GEN Z 24 FIG 5: 20X20X20 MOODBOARD EXAMPLES

PASTELS

SUSTAINABILITY

MAGAZINE

One of the questions I answered within my summer research was ‘if you were a fashion brand, which would it be?.’ The brand I chose was Sporty and Rich and this decision has played a pivitol part in developing my brand as it allowed me to further investigate my interest in the athleisure market. Sporty and Rich was founded in 2014 by Emily Oberg. It began as a mood board for a lifestyle surrounded by beauty through using a collection of images from past and present. I chose this brand for many reasons. I love their brand aesthetic by combining minimalist colours with a pop of bright colour. I love what the brand stands for and it reflects my personality well- "Be nice, drink water, be good to the planet, take care of yourself and live a life of pleasure."

This explains the way I aspire to live my life through a positive, healthy mentality, caring for myself and others. I also admire the inspiration for the brand. It is influenced by the decade of the 1990s and Princess Diana reflecting her athleisure wear. She is someone I have highlighted out as a fashion icon throughout my research. They do appreciate that producing new garments is not sustainable and they take responsibility for the impact their brand is having on the environment. They ensure that their garments are quality pieces that will increase in value over time. They achieve this by producing limited amounts to avoid waste and promote uniqueness.

FIG 6: SPORTY AND RICH

I chose Gymshark as a brand influence because they are one of my favourite athleisure brands. Gymshark is a leading brand in the fitness apparel market: offering stylish gym wear at an affordable price. It was founded in 2012 by Ben Francis and was named ‘the fastest-growing business in the UK by the Sunday Times Fast Track in 2016, and last year won a £200m investment’ (Gymshark, 2021). Since then, the brand has been increasingly rising in popularity and they are now an extraordinarily successful global brand being valued at £1.3 billion in 2020 (Cook, 2020). Therefore, I wanted to see what successful marketing methods they were using to continue being successful when a lot of brands were struggling through the pandemic.

It was clear to see they have a very a successful and engaging social media presence that creates a strong community. One of their main marketing strategies is influencer marketing which has proven to be a very successful way to create brand content and awareness. I like how their brands targets a very diverse audience. They focus on inclusivity targeting people of different cultures, diversities and disabilities. My brand has also been influenced by Gymshark because it reflects my values of health and wellness. I like how the brand has strong values, similarly to mine, on family, progression and vision.

FIG 7:GYMSHARK

Urban Outfitters is another brand that has influenced me. ‘A 50-year-old concept, Urban has managed to maintain relevance and steady sales by placing the consumer in the centre of its strategy’ (Sherman, 2020). It is a leading lifestyle brand that engages Generation Z and Millennials by embracing differences and providing an emotional bond to the consumers. I chose Urban Outfitters as a brand because they have clear identity even though they are full of different brands and styles. Creating a clear brand identity is pivotal to engaging the correct consumers. In my opinion, their brand has a highly ‘retro aesthetic’ and has been heavily influenced by trends form the 80’s/90’s. Upon reflection, a lot of my brand inspiration research came from the 80s/ 90s as I have used a lot of bright colours.

Urban Outfitters have a strong marketing technique, particularly their highly engaging social media presence with their main Instagram having 9.2 million followers. This allows them to communicate effectively with their target consumers as ‘97% of their target demographic (Generation Z) are social media users’ (Kastenholz, 2021). I want my brand to use marketing techniques that best engage my target demographic once I have decided who this will be. They have recently set up their Urban Renewal scheme with the goal of repurposing and reinventing sustainably sourced vintage pieces. They use deadstock fabric to create new, authentic vintage garments. The production of clothing for the good of the planet is something I intend to consider in my brand.

FIG 8: URBAN OUTFITTERS

Stella Mccartney has influenced my brand because she is a pioneer and advocate for sustainable fashion. Not only is she a fashion designer attempting to undo the huge climate change problems the industry is currently facing but she has also become an environmental activist. I am inspired by her goals which are to ‘drive change, encourage investments, and create lasting difference through incentives supporting the next generation.’ (Lolli, 2021). I chose her brand because of my values on conscious consumerism and protecting the planets wellness. Her brand is a notable example of an eco-friendly, ethically minded business who is pushing for the use of innovative sustainable materials and a ban on the use of animals in clothing.

She has started to use more sustainable materials such as alter-nappa which is an alternative to leather. More brands need to consider and evaluate her approach. Her use of innovative materials means that she is making clothes that have durability, encourage a change in mindset and encourages people to keep their garments for longer. I want a message of longevity and buying garments with sentiment to be encouraged through my brand. The core of her brand is based around saving the planet and reducing waste and emissions which I find highly inspiring when considering my brand concept.

FIG 9: STELLA MCCARTNEY

(OXFAM, 2019)

FIGURE 10: PRIMARY IMAGE BRAND MESSAGE (EGGINGTON, 2021)

My brand concept places a high value on wellness, inclusivity and consciousness. It focuses on a positive message be kind to others, your mind and the planet. It has been heavily influenced by my positive childhood and being surrounded by considerate people. My culture is another considerable influence as being surrounded by greenery and the countryside has influenced my interests in health and wellness. Therefore, my brand reflects my interest in the athleisure/ fitness sector. It is an interesting market to focus on because of the growth in this market due to the pandemic and the shift in a change in lifestyle.

Sustainability and conscious consumerism have become an integral part of my brand as if we are focusing on our own wellness, we cannot ignore the plight of the planet. Reflecting on my research, it was clear to see that my brand also has a retro aesthetic particularly being influenced by the 90’s and bright colours so this is something I want to keep in mind when considering my branding. I want my brand to reflect both my creative and marketing side. This is demonstrated through the layout of my book. It focuses on both text and imagery and how they complement each other to create and tell a story.

HEALTH

EALT W H IS

FIGURE 11: PRIMARY IMAGE HEALTHY INSIDE (EGGINGTON, 2021)

FIGURE 12: PRIMARY IMAGE DAILY REMINDER (EGGINGTON, 2021)

The market level my brand concept sits within is the lifestyle market. ‘A lifestyle brand markets itself and products to embody the interests, attitudes and opinion of a chosen group’ (Great Lifestyle, 2021). They seek to inspire, guide, and motivate people with the goal of their products contributing to consumer life (Lifestyle brands, 2018). This includes leading brands such as Lululemon, Nike and Urban Outfitters. Research shows that the lifestyle market is projected to grow at a healthy rate between 2020 and 2024. This market best suits my brand as I am drawn to brands with strong values, particularly those that promote ways to improve lifestyle.

I value brands that seek to form a deep connection with their consumer considering their identity, values, interests, and aspirations. I believe it is the future of brand marketing, particularly when it comes to targeting younger generations. They are drawn to brands that are authentic and embody their culture and communities. As I am interested in athleisure brands, this is an area that is thriving in the lifestyle market. It is a trend that is not going away because of the many benefits it has such as increased creativity, performance and confidence.

FIGURE 13: LIFESTYLE MARKET LEVEL

FIGURE 14 : CONSUMER PROFILE

I have created a consumer profile ‘Them’ in relation to the consumer my brand concept would be targeted at. They would be a caring, conscious consumer who supports brands that prioritise the climate change crisis and have strong values that align with theirs. Most of the clothes they own are vintage, upcycled or made from recyclable materials. They are a consumer who want to make a difference and be the change. They prioritise their mental and physical health by spending time in the outdoors, moving their body every day and getting at least 8 hours sleep a day.

They rarely attend the gym, instead they workout from home using their wearable tech and Virtual Reality headset. They will be wearing clothing and accessories that helps monitor their health and fitness. For example, these normal-looking earrings will track their heart rate, body temperature and blood oxygen levels, providing access to vital health statistics (Gee, 2021). They have an electric car for travel but will use their bike when possible. They are a vegan because they care about animal welfare, the concern of the environment and the affect that eating meat has on their health.

FIGURE 15: DIGITAL LAVENDER MOODBOARD

Colour has been a corresponding theme throughout my research, particularly pastels. When considering the colour I wanted to reflect my brand I instantly thought of colours such as green and blue. However, I realised that I was choosing these colours as they are colours that brands are currently using. They are on trend now and may not be future proof. Though I would like to use a pastel colour palette, after some research, I decided Digital Lavender will be the main colour used to reflect my brand.

‘Digital Lavender, a sensorial shade that connects to holistic wellbeing and digital optimism, evoking stability, serenity and balance’ (Thomas, 2020). It is predicted to be the colour of 2023 as it is anticipated we will start to see brighter days as people have a renewed focus. According to WGSN, it is set to be a firm favourite within the youth sector, which fits within my brand, as it possesses that much-needed optimism and joyful escapism that the youth are craving post-pandemic.

With regards to branding, I want my brand to reflect a bright, happy and retro aesthetic. My branding aims to connotate accessibility and approachability for the target consumer. I want it to reflect a desire for a wellness focused lifestyle and spark inclusion rather than exclusivity. Therefore, I have decided to call my brand ‘LifeStyle by Liv.’ It addresses my passion for the lifestyle market but also gives an authentic, genuine touch by including my name. When designing a logo, I wanted it to be to have an edge of individualism to reflect my personality.

To reflect the retro aesthetic, I included the collage letters as they remind me of retro typography. They were a font type I used a lot within my summer research, so I decided it was the best font to represent me and my brand. After designing multiple logos, I chose this logo because it reflected everything my brand stood for. It includes a circle to reflect the sustainability aspect of my brand and clearly highlights my brand colour.

FIGURE 16: PRIMARY IMAGE DINOSAUR QUOTE (EGGINGTON, 2021)

Upon reflection, this section of the module has been pivotal in helping me develop my brand. It has allowed me to gain a clearer understanding of my brand and personal values. I have concluded the key values of my brand: our wellbeing, the wellbeing of the planet and inclusivity. It has allowed me to understand what market level my brand concept sits within: the lifestyle market. It has supported me to identify the aspects of my brand I would like to take forward to create my 360 campaign and final major project.

I would like to explore the future of the lifestyle athleisure market and find a gap in the current market, whilst still engaging and exciting their consumers. Finding a gap will allow me to offer new ideas to the market and make my brand concept forward thinking. Therefore, I would also like to do some more research into Generation Alpha as they already are and will continue to be a highly influential consumer. I want to research into what they would like to see from brands in the future.

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