Branding   &   the   resourceful   mind   mapping . 

 Reflection   on   Mind   Mapping   Tool   ­   My   first   time   on   branding 

 Challenge 

 I ’ve worked as a freelance designer for quite some time now , I think since I was on my third year of 

 college . For every three editorial projects I ’d get one project regarding corporate design , so I 

 definitely was more focused , at that time , on the visuals than on the final functionality of the things I 

 was creating . My process was pretty simple , I ’d create a layout and then get it approved by my 

 client , same thing I used to do for my small corporate design projects , which mainly involved creating 

 deliverables like flyers for an already existing company . The main picture was that I was being a lazy 

 designer , but the fact is I just was n’t prepared enough . I was your basic Jon Snow , I knew nothing . 

 This story goes back to my first , built from scratch , branding project for an american traditional 

 bakery .   For   which   I   had   to   figure   out   the   following : 

 How   to   get   out   there   and   compete   with   the   local   favorite   bakeries ? 

 How   to   seem   traditional   but   innovative   at   the   same   time ? 

 How   to   become   trustworthy   and   develop   not   customers   but   fans ? 

 Selection 

 So without knowing at the time precisely what I was doing , I fell accidentally / on purpose to the ​mind 

 mapping tool​. I needed to know what the competition was and how to become relevant in a very 

 closed market , what would be the brand differentiator against other companies who had been well 

 positioned for a very long time . So I went with the classic process that ’s done for branding , following 

 the   rules   on   how   to   create   a   successful   brand : 

 1 . Define   the   problem . 

 2 . Specify   goals . 

 3 . Investigate : 

 3.1 . Overwhelm your client with an extensive brief in order to know their expectations , 

 what   they   think   the   personality   of   the   company   should   be   and   detect   basic   needs . 

 3.2 . Investigate   key   concepts . 

 3.3 . Make a through and through benchmarking; for those of you not familiar with this 

 term it refers to the process from which you compile information and gain new ideas , 

 by the comparison between aspects of your company / brand / product with the leaders 

 or   stronger   competitor   of   the   market . 

 4 . Read and translate all the information into relevant facts , conceptual maps , moodboards and 

 more   creative   process .   Establish   the   criteria   and   create . 

 5 . And the rest of the process which focuses more on refining the visuals and building the final 

 face   of   the   brand . 

 Application 

 So during the ​what is ​part of this project , after an extensive investigation , a thorough benchmarking 

 ­ on what already existed on the market in the city my client was going to establish the company­ I 

 was left with huge amount of data I did n’t actually knew how to read … Until I noticed ​patterns that 

 kept telling me the same things . Just like that , while doing things like conceptual maps and 

 comparison charts , all this information gave me a great insight on what was lacking in the market , 

 where were this companies making the same mistakes and how to avoid them . So I built an action 

 plan , about the way the company should work , more precisely I tried to put down into words and 

 sketches what would the company experience be like . The different approaches we could do to 

 attract new customers and maintain them as faithful fans . The main idea was this : host every four 

 months an introduction / tasting event for the season ’s new products and flavours , so this way we ’d 

 maintain our customers on the lookout for every season . Which visually translated into a new pattern 

 per   season   to   accompany   the   main   logo   and   idea . 

 Insight 

 Not only I came up with a visual face for the brand but also with a ­ way more important ­ customer 

 experience . Which inevitably helped me achieve my goals , maintaining a traditional core but still be 

 able   to   be   a   creative   and   innovative   bakery .   So’d   call   it   a   win­win .   Hail   Mind   mapping ! 

 Approach 

 What would I do different next time ? Well for starters now I know or have a clue on what the process 

 is like so it ’d take less time to develop the idea and translate the information . I ’d follow a more 

 structured   process   and   guess   less .   Focus   more   on   facts   than   on   assumptions . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Branding   &   the   resourceful   mind   mapping . 

 Reflection   on   Mind   Mapping   Tool   ­   My   first   time   on   branding 

 Challenge 

 I ’ve worked as a freelance designer for quite some time now , I think since I was on my third year of 

 college . For every three editorial projects I ’d get one project regarding corporate design , so I 

 definitely was more focused , at that time , on the visuals than on the final functionality of the things I 

 was creating . My process was pretty simple , I ’d create a layout and then get it approved by my 

 client , same thing I used to do for my small corporate design projects , which mainly involved creating 

 deliverables like flyers for an already existing company . The main picture was that I was being a lazy 

 designer , but the fact is I just was n’t prepared enough . I was your basic Jon Snow , I knew nothing . 

 This story goes back to my first , built from scratch , branding project for an american traditional 

 bakery .   For   which   I   had   to   figure   out   the   following : 

 How   to   get   out   there   and   compete   with   the   local   favorite   bakeries ? 

 How   to   seem   traditional   but   innovative   at   the   same   time ? 

 How   to   become   trustworthy   and   develop   not   customers   but   fans ? 

 Selection 

 So without knowing at the time precisely what I was doing , I fell accidentally / on purpose to the ​mind 

 mapping tool​. I needed to know what the competition was and how to become relevant in a very 

 closed market , what would be the brand differentiator against other companies who had been well 

 positioned for a very long time . So I went with the classic process that ’s done for branding , following 

 the   rules   on   how   to   create   a   successful   brand : 

 1 . Define   the   problem . 

 2 . Specify   goals . 

 3 . Investigate : 

 3.1 . Overwhelm your client with an extensive brief in order to know their expectations , 

 what   they   think   the   personality   of   the   company   should   be   and   detect   basic   needs . 

 3.2 . Investigate   key   concepts . 

 3.3 . Make a through and through benchmarking; for those of you not familiar with this 

 term it refers to the process from which you compile information and gain new ideas , 

 by the comparison between aspects of your company / brand / product with the leaders 

 or   stronger   competitor   of   the   market . 

 4 . Read and translate all the information into relevant facts , conceptual maps , moodboards and 

 more   creative   process .   Establish   the   criteria   and   create . 

 5 . And the rest of the process which focuses more on refining the visuals and building the final 

 face   of   the   brand . 

 Application 

 So during the ​what is ​part of this project , after an extensive investigation , a thorough benchmarking 

 ­ on what already existed on the market in the city my client was going to establish the company­ I 

 was left with huge amount of data I did n’t actually knew how to read … Until I noticed ​patterns that 

 kept telling me the same things . Just like that , while doing things like conceptual maps and 

 comparison charts , all this information gave me a great insight on what was lacking in the market , 

 where were this companies making the same mistakes and how to avoid them . So I built an action 

 plan , about the way the company should work , more precisely I tried to put down into words and 

 sketches what would the company experience be like . The different approaches we could do to 

 attract new customers and maintain them as faithful fans . The main idea was this : host every four 

 months an introduction / tasting event for the season ’s new products and flavours , so this way we ’d 

 maintain our customers on the lookout for every season . Which visually translated into a new pattern 

 per   season   to   accompany   the   main   logo   and   idea . 

 Insight 

 Not only I came up with a visual face for the brand but also with a ­ way more important ­ customer 

 experience . Which inevitably helped me achieve my goals , maintaining a traditional core but still be 

 able   to   be   a   creative   and   innovative   bakery .   So’d   call   it   a   win­win .   Hail   Mind   mapping ! 

 Approach 

 What would I do different next time ? Well for starters now I know or have a clue on what the process 

 is like so it ’d take less time to develop the idea and translate the information . I ’d follow a more 

 structured   process   and   guess   less .   Focus   more   on   facts   than   on   assumptions .
### Output: 