Assessment 2
1500 words
Include citation in-text
Reference in APA 6th ed. style (minimum 5 textbooks or academic journals)
(Only sources from English speaker countries)
The case study – EEZY Scooters – is attached
Thank you!
I’m adding below extra resources from the module that might be helpful.
McGowen, H.S. (2014) Sinek’s Golden Circle [Image]. Retrieved from https://medium.com/@heathermcgowan/airbnb-knows-why-does-uber-540412966b6e
Whether the entrepreneur focusses on personal brand in a face-to-face or online setting, the basis is identical. Branding is a total package of reason for existing, reputation, and clear target market.
Whaley, J. (2019). Personal Branding Basics for Entrepreneurs and Influencers [Video file]. Retrieved from https://www.youtube.com/watch?v=B0o0WJLqVkg
Personal branding is all about building your reputation and digital image so you can attract the right audience, customers, clients, and not those who are not a good fit. In this video, Jason Whaling outlines why personal brand matters and specific techniques used in personal branding. As you watch, consider you as the product, relationships you intend to build and the outcomes for your brand.
Personal branding and personal style
Personal brand also includes how you look and how that look matches the venture. For example, an entrepreneur in the surfing industry may look out of place in a suit, or in high heeled shoes. Instead the brand is best delivered when the entrepreneur provides a brand promise of enjoyable experiences in the sea. Wearing the surf-wear and always appearing in photographs and videos near surfing products and coastal views, provides a brand story that makes sense and enhances the venture.
VanDusen, P. (2017). How to – Personal Branding with Personal Style [Video file]. Retrieved from https://www.youtube.com/watch?v=FrPtBZCeTk8
Every designer and entrepreneur can create a stronger and more memorable personal brand by developing their own personal style. Consistently presenting a personal style statement with the colours you wear, the style of your hair or your choice clothes can help people recognise you and help you stand out from the crowd. In this video, the presenter shares how to make an authentic personal style statement that can elevate your brand and make you more memorable. As you watch the video, think about how potential customers, investors or other stakeholders might view your personal brand.
Venture branding
Branding the venture involves an understanding of the target customer and the value proposition. Branding specialists understand the effect of colour and shapes or images and the likelihood of consumers to relate to the brand and ultimately purchase it. At the start of any venture, the cost factor often causes entrepreneurs to develop their own logos and promotional materials, or to outsource to inexpensive designers. The problems with this method are that it is easy for anyone to learn how to use a digital illustration program without knowledge or training in branding and graphic design, plus brand is not checked for intellectual property breaches. The name of the venture will require an understanding of best ways to choose or create a name and what the name represents. The entrepreneur needs to check on IP Australia https://www.ipaustralia.gov.au/ for the potential that it is already taken by other businesses.
Entrepreneurs need to vigilant in ensuring their brand is culturally sensitive and will last for a long time. Rebranding is a very expensive exercise and it is not uncommon for entrepreneurs to be required to change their brands because the searches were not conducted and laws not understood. Learning some fundamentals of colour and branding will assist in creating a connection for the customer as they consider whether the brand is of interest to them or not.
Bell, J. (2016). How to create a great brand name [Video file]. Retrieved from https://www.youtube.com/watch?v=rzbXht7MJVM
Ever wondered why companies like Apple, Uber and AirBnB are so easily identified in a sea of advertising? Jonathan Bell gives step-by-step advice on how to create a lasting brand name. As you watch the video think about how you might select a suitable name for your own brand.
Rouda, K. S. (2008). Real You Incorporated: 8 Essentials for Women Entrepreneurs. Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=225623&site=ehost-live
Read Section 1, Real Fact #3. This section is relevant to female and male entrepreneurs as they establish their brand and get the message out to the right customers and stakeholders. As you read, consider how you can start to gather your brand story in brainstorming and photography.
Saftlas, Y. (2016). So, What’s the Bottom Line?: 76 Proven Marketing Tips & Techniques for Building Your Business and Personal Brand; [S.l.]: Morgan James Publishing. Retrieved from http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=1168061&site=ehost-live
Read Section 3, Naming your company and Section 4, Colour war for business. These readings cover the use of words and colour in branding. As you read consider how you will name your venture and the colours most suited to it.
Vaynerchuk, G. (2016). Summary of #AskGaryVee: By Gary Vaynerchuk | Includes Analysis. San Francisco, CAL: Instaread. Retrieved from http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=1450252&site=ehost-live
Read Key take aways 4, 5 and 6. These key observations by entrepreneur Gary Vaynerchuk focus on the use of media and how the brand is seen in the market from an entrepreneur’s view. As you read consider how your brand can be communicated to the public in the most appropriate way.
Marwick, A. E. (2013). Status Update : Celebrity, Publicity, and Branding in the Social Media Age. New Haven, CT: Yale University Press. Retrieved from http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=660057&site=ehost-live
Read Chapter 4, Self Branding. This chapter provides an insight into how self-branding became popular on social media and how entrepreneurs use it to raise awareness around brand. As you read consider if you and your brand or proposed brand might suit a self-branding strategy on social media.
Moriuchi, E. (2015). Social media marketing: Strategies in utilizing consumer-generated content. Retrieved from https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?docID=4397461
Read Chapter 1, What is consumer generated content, pp. 1-16. This chapter covers the role of both the consumer and business in content generation and outlines how consumers are co-creators of content, forming a valuable part of the value and service chain. As you read, consider how you as a consumer are already involved as a co-creator of content for brands you like, and how you can use this strategy in your own venture.
Chaney, P. (2009). The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media. Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=290251&site=ehost-live
Read Chapter 8, Social networks strengthen your social graph. This chapter covers free and low cost social media professional and business strategies using LinkedIn, Facebook and Twitter. As you read, consider how you could use social media in a cost effective way for your own venture.