What is Brand Management?
Brand Management is the art of producing content for a brand while keeping brand integrity. This involves keeping true to a brands colors, fonts, tone of voice, and more.
My Brand Management Experience
I have worked with multiple brands to create content that aligns with the brand’s specific elements. By following branding guidelines I am able to create innovative designs and copy while maintaining the brand’s integrity.
LRGR Off-Road
LRGR Off-Road is the branding for Land Rover Grand Rapids Off-Road Experiences. After obtaining my position with SHARPE Cars, I was tasked with creating communications that aligned with the LRGR Off-Road branding standards. Prior to starting my position with SHARPE Cars, an LRGR logo had already been created.
Building the LRGR Off-Road Brand
As we planned for the second LRGR Off-Road Experience I worked to further build the brand. This included taking aspects of the LRGR logo to produce graphics that aligned with the logo. The following are a few graphics that I had created:
Upon the conclusion of the second experience, I worked to further the LRGR Off-Road brand by creating other assets for the third experience that resembled the prior off-road experience branding graphics.
Building the LRGR Off-Road Tone of Voice
During the planning of the second event we were alternating between using the term event and experience. Since the goal of LRGR is to provide an off-roading experience to participants we decided to transition from using the term “event” to “experience.” This involved improving upon the previous LRGR lockup from the second experience to include the term “experience” for the third experience’s lockup. The idea behind this improvement was to visually communicate with our audience that LRGR is an experience.
Since LRGR is an experience, as I worked to create assets for the third experience I incorporated a casual tone of voice into the branding. Phrases and that assisted with this tone of included: “Adventure”, “That tracks”, and “The experience is right up the (off)road.”
LRGR Off-Road Integrated Marketing
Integrated marketing involves using the same visual effects and tone of voice to communicate over all mediums. Once I had created the visual graphics and tone of voice for each campaign, I then repurposed those elements to different dimensions to utilize on social media, email, and webpages.
