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Question description
Select an industry (i.e. fashion retailer, travel & hospitality, automotive, health and wellness, etc…) to develop a comprehensive digital branding plan for a fictitious business you will need to create. It may be a product or service, business to consumer or business to business. Ideally, the company should have e-commerce as its primary source of revenue, but it may also have a retail location too.
One of your best resources you can use is what would be a real (current business) competitor of your new fictitious business. For example, if I chose the fashion industry and created an athletic apparel brand, I could use Lululemon or RYU as my competitor research and digital branding benchmark.
The goal of this project is for you to go through the process of creating a digital branding marketing plan;

I want you to choose a company and do the same example at the end

Q) What is your choice of Industry and fictitious company to do your project on?

I thought I would offer you a couple of ideas to get you started on your project.
Start by brainstorming a few things about your ‘brand’ and ‘business.
See below for an example I put together. Ask yourself the same questions and try and write out the answers in a clear and concise way.
Once you have completed that, start by writing out your company introduction, target audience, brand positioning statement, and value proposition statement.
This will help you chip away at your project yet provide the foundation for the rest of it while we start to dive into the digital toolkit.
Example
Who Are You?
Dilawri Group of Companies
Automotive retailer
Automotive Service and Parts provider
Canada’s Largest Automotive Group
We represent 13 brands and 18 Dealerships in the BC Region
64 Dealerships and 30 brands across Canada
What Do You Do?
We sell luxury vehicles
We sell mid-class vehicles
We service vehicles
Sell Parts
Contribute to the community through sponsorships and events
Give back to the community and charity organizations through donations
Who is Your Target Market?
People who are looking to purchase, lease or finance a new or pre-owned vehicle
Male/female demographic within the Greater Vancouver area
Ages 25-55
Families with children
Luxury automotive shoppers
Affluent demographic active in their community
English, Mandarin, Cantonese, Farsi, Hindi, Korean, Tagolog speaking persons and more!
Commuters
How Are You Different?
We focus on providing a high level of customer service to promote advocacy and customer retention
We offer top trade-in value for vehicles because we represent a wide range of brands
We strive to offer an optimal digital experience to our shoppers
We encourage our customers to shop at any of locations to suit their vehicle needs

What is Your Promise?
Dilawri is genuinely aligned with our customers. As a representative of many different brands, Dilawri’s position is truly impartial and unbiased. The only ‘agenda’ we have is you (a happy customer).
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