Digital Branding Final Project Outline

DIGITAL BRANDING 1
Digital Branding Final Project Outline
Athletes’ Collection Club (ACC)
Student ID
Professor’s Name
Date of Submission

DIGITAL BRANDING 2
Executive summary
Athletes’ Collection Club (ACC) is a sports apparel company that manufactures and sells
sports products. Its product portfolio contains sports clothing, accessories and shoes for children
men and women. The firm has plans to expand in future most probably going global. The
objective at moment is to differentiate its products and services. The company’s target market is
the youths since they are the ones that are passionate about sports. However this target market
spills over to other age groups since there are older people that love keeping fit. They also form
an indispensable segment of the market. The firm understands that it has to customize its
products in a manner that it meets the demands of the various market segments.
The main objective of the organization is expanding its market share with a view of going
global in future. To achieve this company aims at producing products that meet the demands of
the target market. With the stiff competition that characterizes the apparel market, the company
aims at employing effective strategies to enable it realize its marketing and growth ambitions. An
annual reflection of an increase in the market share will indicate success. This plan details digital
branding journey that the organization will take with an aim of tapping into the opportunities that
present themselves on the way.
It is true that the company will operate in an extremely competitive environment. The
digital branding platform will ensure that the company enhances its brand visibility. At the same
time the execution of this plan will help it to move close to realizing its ambitions. This plan
details all steps that will be implemented on the way as it aims to grow as a company. It contains
all the approaches that will be employed in the company’s bid to overcome the competition and
sustain its profitability in the long run.

DIGITAL BRANDING 3
Contents
Digital Branding Final Project Outline............................................................................................3
Company Introduction.................................................................................................................3
BRANDING....................................................................................................................................4
Brand aspiration...........................................................................................................................4
Value proposition.....................................................................................................................5
Logo...............................................................................................................................................10
Brand positioning Statement..........................................................................................................10
TARGET AUDIENCE..................................................................................................................12
Image of the persona..................................................................................................................12
Women.......................................................................................................................................12
Young athletes............................................................................................................................13
Profile............................................................................................................................................14
Demographics............................................................................................................................14
Psychographics.......................................................................................................................14
CONTENT STRATEGY...............................................................................................................18
Website.......................................................................................................................................18
Social media...............................................................................................................................21
Marketing goals..........................................................................................................................22
Online advertising..........................................................................................................................25

DIGITAL BRANDING 4
MEASUREMEMT........................................................................................................................28
References......................................................................................................................................31

DIGITAL BRANDING 5
Digital Branding Final Project Outline
Introduction
Digital branding has become the in-thing in this digital age. Businesses are shifting their
operations to online platforms to give customers an exquisite experience to shop at the comfort
of their homes. At a click of a button, online users will be able to go through a website of a retail
outlet to shop and have the products delivered to their doorsteps. However, digital branding is
becoming a herculean task for businesses that do not understand how they can strategize for the
online customers. This is why digital branding is a becoming an essential integral part of e-
commerce. ACC Company will therefore give detailed information that can guide an
organization on how to make digitally strategize.
Company Introduction

DIGITAL BRANDING 6
As mentioned above the company offers sports apparel products and services for all
consumers. The company defines its success through achieving customer retention through
satisfaction. Apparently, the more customers are the more they are likely to stick around. As a
result they will help in the expansion of the services since they are a central element in the firm’s
profitability ambitions. This company is a sole proprietorship and will continue expanding. If
feasible, it could consider opening new outposts in several parts of the world.
Using various production designs and techniques, the company is able to meet the
demands of its customers across all ages. As earlier mentioned, the products cover various
sports. This reality means that its manufacturing is on point to meet the diverse demands of its
clientele. Its growth strategy is based on this approach. The firm offers customized products that
meet their individual demands (1). For instance, it could be clubs sponsoring, communities as
well as athletes and organizations. These social figures help the organization to be more visible
to its target market.
The company was established to bridge the apparent gaps that can be observed in the
industry today. For instance, there is no apparel firm that offers customized services to
organization. Its objective is to bridge this gap and use it as an important part of its product
differentiation. Also, considering the pricing strategies being employed in the industry at the
moment, many customers are meant to go for replica merchandise since they cannot afford what
is on offer. ACC wants to enable its customers to provide high quality services at affordable
prices to its customers.
ACC is fully aware that the apparel market is competitive. Due to that it will consistently
keep up with trends that meet that meet the expectation of customers. The company is aware that
competition will come from local companies and other retail outlets. The sportswear is

DIGITAL BRANDING 7
responsive to the trends and customers equally want products that stylish. Due to that the
company will have to strategize effectively on how to increase its competitiveness. ACC will
have to add value to its products even though it will not be doing manufacturing. More
importantly, branding will play a fundamental role in increasing ACC’s sales, and improving
brand image
Branding
Brand aspiration
The brand aspires to become the best in the industry in the long run. At the moment the
high competition is a bit stiff but with appropriate strategies ACC should gain ground on them.
In this way it should be the number one destination for the clientele’s apparel needs (5). All the
strategies implemented are aimed at making the company attractive to its target market. The
company understands that despite a good reputation, the customers are easily put off by high
prices of products. ACC will pounce on this by fixing prices at rates the customers will find
attractive.
To fix pricing, the company will use the approach of Walmart. Walmart uses discounts
prices and believes in selling its products at lower prices to fuel sales. This is a pricing strategy
in that ACC will use it to boost competition. Very few companies are able to price down their
products and still be afloat. It is one strategy that a majority of businesses do not fancy due to the
likely challenges associated with it. If an organization uses this strategy, it has a higher
likelihood of attracting and retaining customers. Low prices can easily attract customers because
a majority of customers prefer to buying products that allow them to save.

DIGITAL BRANDING 8
Regarding the designs, the company knows how important nice and attractive packages
are to appealing to customers. Consequently, it aspires to get positive reviews. In this way it will
forge a reputation that will allow it to retail its products at premium prices. Designs are the first
point of contact that the customers have with the products. If the company can make the most of
this strategy, it should find it easy to attract patronage even with premium products.
The brand also aims at being reputable for providing high quality services to its
customers. To achieve this, the company will design excellent products to customs in various
sizes and colors. The products will be durable with a guarantee of high performance. Currently
the bigwigs in the apparel industry apply uniform designs. Also, quality has to do with the
experience. The company aspired to be reputable for exceptional apparel products that make the
athletes stand out while comfy.
It aspires to have a legacy of success with its clientele. For instance, if they are comfy,
then they will be in a position to stage strong performances. This legacy should resonate with the
client base. The culture will create a brand image that every athlete wants to be associated with.
Consequently they will also recommend it to their friends and family. Environmental
conservation strategies are gaining momentum and significance by the day. Thus ACC wants to
be known as one of the biggest supporters of the initiative. At a time when environmental
pollution and degradation are the biggest enemies to the world, ACC wants to be at the fore front
of campaigning against activities that pollute the environment.
Apart from this being a strategy to attract pro-environment activists it is an ethical course.
All companies should protect their environment of operation (2). At the height of climate change,
organizations are beginning to use sustainability strategy as one key way of attracting ethical
consumers. Also, businesses are supposed to direct resources to protect the natural environment