Through reading a variety of material, it seems that the way in which you portray yourself on social media has the biggest impact on your brand. The designed brand collateral, of course help shape this brand, and ideally are being created to reflect the voice of the brand, therefore should co-exist with the way in which the company aims to position itself to the world and within social media. As such, I believe that creating a social media marketing strategy ties in perfectly with my major design project, allowing me to construct a style guide of sorts which covers the way in which the brand is perceived.
In a nutshell, what I am creating for my major project is the brand identity, focusing on both the visual voice of the brand, as well as the social voice, which will tie together. “A brand is actually a living, changing thing, [and] is based on the dialogue you have with your customers and prospects – the stronger the dialogue, the stronger the brand” (Wales in Weber, 2009). As such, the final collateral will include a redesigned website, logo, style guide, and social media marketing strategy, which can all fall under the overall umbrella of the brand identity. The website however, does explore more than just brand identity, as it seeks to utilise grid structures to create visual hierarchy and achieve a clear system of information which enables users to easily understand the content and navigate the space.