Yeisi Veronica

This week you’ll learn about brand positioning, how to develop a customer profile and a mood board. The course duration for full-time students is one week – 40 hours

https://noroff.bravais.com/document/11459/preview

What is a brand positioning strategy?

A brand positioning strategy involves creating brand associations in customers’ minds, compelling them to perceive the brand in a specific way.

Task 1.1:

Create two different consumer profiles for a fictional fitness coaching brand. List the things you think are important to include in a consumer profile and show your research.

Profile 1: Ola Nordmann (age 38)

Norwegian man that works at the bank. He lives in Oslo and has a slightly above-average income. Ola spends a lot of time with friends but not a lot with family, he does not have a significant other. His weekends are spent at the pub with his friends. His lifestyle consists of trying to eat healthily and to try and improve his overall health before he turns 40. Ola is boysterous but likes structure in his life.

Therefore a fitness coaching service fits Ola since he wants to reach his goal within two years, and a professional can help with that better than doing it on his own. A fitness coaching service costs a penny but Ola has the income to allow it as well as the time. For Ola it is the coaching that will appeal to him, it gives him more of a chance to reach his goal.

Profile 2: Ida Florin (age 70)

Ida is a 70-year-old woman that has lived abroad and lived an active life. However, her joints are causing her problems and her doctor advises her to work out more frequently. She doesn’t work anymore so she has spare time but her friends aren’t keen on working out when they already feel half dead. It doesn’t bother her too much since she does a lot of things on her own since her family are all either dead or living far away. This motivated woman likes to use walking her dog in the forest as an exercise as well as renovating her flat. She is a free spirit with a tendency to have a one-track-mind.

Ida´s appeal to fitness coaching is to get 1-1 help with her joints, or get help from other people who exercise. She finds it safer than just doing exercises at home since someone will be there to correct any wrongings before she might hurt herself.

A customer profile should have this. Name, age, background, goal, and income. Those are the most important things to know. Goals kind of say what kind of personality they have, but I would probably add personality right behind “background”. When I created these profiles I was thinking about what fitness coaching may entrail. Fitness and coaching, what are those things and what do they mean together? So I created profiles that have problems or goals that fit what fitness coaching may provide. That way I could hypothetically have an easier time advertising for that fictional fitness coaching service. If I know who I want to reach and what problems my client can fix I can cater to their interests.

Task 1.2:

Create a mood board for the fitness coaching brand that you started brainstorming in the first Lesson Task. Ideas of what to include:

• imagery
• colours
• visual metaphors
• textures
• patterns and shapes
• fonts.

You can either create a digital version or a physical one. Don’t submit a screenshot of Pinterest as your mood board. Create your own unique layout with relevant emphasis and focus.

Now as you can see I have chosen to focus on some things. I have chosen to focus on font, color, shape, and imagery. I struggle with metaphors in general and I need to understand my own mood board at a glance. So, I stuck to the simple look.

The images are things I connect to exercise and fitness. The muscle illustration is something I put in since it has an interesting shape that might be useful. I wrote down the colors I would use to advertize or show fitness coaching and also what kind of font. A no, serif high contrast font. When it comes to shape I was thinking about shapes with three or six points but I also noticed that the yoga ball reminded me of one of the shapes. So I put the yoga ball next to the poly shape. My triangle was going to also convey the feeling of fitness coaching. Rough around the edges, adrupt.