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Define techniques used in creating a brand and the importance of branding to business development

Unit 25: Design Development, Creativity and Business Development

Unit code: R/501/8389 
QCF level: 4
Credit value: 6
Guided learning hours: 40

Unit aim

The aim of this unit is to give learners the skills and knowledge that will be useful whether entering employment in the creative and media sector, or progressing to higher education. This unit aims to take the learner through the steps in the creative process which they will need to follow to turn a client’s brief from initial thoughts into a set of workable design ideas and concepts.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

Whilst designing for its own sake has a place in the creative world, most designers, at some point in their career, will come up against the commercial realities of the business world. As a designer or creative thinker it would be easy to become isolated in a creative world that had no basis in commercial reality. It is important that anyone entering the industry understands not just the creative process, but also the need to be professional in order to survive in the world of business. In this unit learners will be introduced to the concept of branding and the techniques used for the creation, and the development, of strong brands.

Learners will also look at different ways of developing creative thought and stimulating the creative process, and carrying this through to initial design ideas. Having produced a set of design ideas, the next task is to communicate them to the client. With this in mind, the next area of this unit will introduce learners to techniques which will help them to have their creative ideas accepted by clients. Put more simply, learners will use techniques to ‘sell’ their design ideas effectively, so that they are ‘bought’ by the client. By the time they have completed this unit, learners will start to understand that creative ideas that are supported by commercial data are also more likely to be taken up by clients.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Define techniques used in creating a brand and the importance of branding to business development

1.1    Define and evaluate the tools needed to create a brand to include

   analysing competitor brands

   development of own business brand personality

   investigating business USP

2    Be able to develop thought processes to generate creative ideas

2.1    Develop techniques for creative thought through applying

   brainstorming

   use of empathic tools

   learning from others

3    Be able to transfer creative thought to initial design idea

3.1    For a specific brief define and implement the processes involved when transferring creative thought to initial design idea to include

   identification of the market through the understanding of customer needs in order to clarify brief

   researching sales and market information

   analysis of gathered data about customer behaviour and competitor activity.

3.2      Communicate research findings with Client to agree best approach to project and produce a proposal


Learning outcomes

Assessment criteria

4    Define techniques used in the presentation of developed design concepts to the end user (considering and understanding client needs)

4.1    Present a pitch of developed design concepts to (considering and understanding client needs) to an appropriate audience taking into consideration

   how the concept meets client need

   roles and format of the presentation

   appropriate presentation techniques to communicate design options visually and orally

4.2    Produce a written specification for the client

5    Produce a written specification for the client

5.1    Apply the following concepts to their own area of expertise

   sales negotiation

   preparing and presenting proposals and quotations-to include terms, specification, quality, price

   analysing market opportunities

   communicate and record agreements

5.2    Review the impact of the concepts in their own area of expertise


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