FORTITUDE INSTAGRAM LAUNCH!

The use of social media will play a vital role in the launch and communication of my brand Fortitude.

I decided to create and launch an official Instagram page for Fortitude as part of the brand’s marketing and communication plans. I was excited to create a real profile (instead of mocking up an Instagram page) for various reasons. Firstly, I was able to create a QR code which I have been able to feature on my third ‘communications’ brand board. I was keen to include a QR code because it is guaranteed to engage the audience and stimulate interaction which is the sole purpose of the brand boards. Also, I really like assuming that this is a real brand being launched onto the market. Creating and scheduling content, encouraging following and deciding on relevant captions and hashtags is allowing me to have the mindset that this is a real brand launching in the real world, of which an Instagram social media page would be hugely important. From confirming a username (see Methodology and Appendix 3) to creating and displaying a social logo, I really enjoyed the process of setting the profile up.

The first post I created and posted for the page was one that communicated about the brand ‘coming soon’, and that the launch of Fortitude is pending, so people should watch this space. I thought this was an effective first post as it builds anticipation and keeps followers hooked. I then followed this post with five edgy, colourful images that represent the Fortitude brand, each caption with a personality adjective that Fortitude is. For example, extroverted, honest and feminine. The most recent post has been of the full logo with an accompanying caption describing what Fortitude is all about and the brand story.

I look forward to continuing to post on this Instagram page as part of the communication strategy of the brand.

MY CONTRIBUTION TO THE COLLAB PLATFORM

Here is another blog post touching base on our collaborative platform; FMBe Creative.

An update on team work, communication and productivity (elements that we have sometimes lacked throughout this project), FMBe Creative are doing generally well. The past couple of team meetings that we have had have been really productive, as well as informal and chatty which has helped us to develop our relationships with each other and work better as a team. Disappointingly, there are a couple of members that are choosing not to communicate or contribute at all, to the point that it can be identifiable on our platform due to lack of posts. It is a shame because as deputy lead I would love for everyone to work together and put in equal amounts of effort, but sometimes it doesn’t work out like that. Considering these circumstances, I think we are still working really well as a team with those that are willing to contribute and demonstrate commitment.

Reflecting on my personal contribution to the collaborative platform, I think I do really well. In one of my first blog posts I outlined that sometimes I find team work tricky for various reasons, but I have definitely been able to take some positives away from this. Being nominated deputy lead a few weeks ago really boosted my confidence. Sometimes I am very self critical and doubt myself, but this result allowed me to be proud and confident in myself, and as a result work even harder to help Nataria and the rest of the team out. It is also worth me saying that I personally have been making use out of Instagram stories. I understand the effectiveness of Instagram stories for encouraging engagement, so I have been using them to ask polls regarding brand names/social media usernames, and directing followers to certain posts. For example, yesterday I launched an official Instagram page for Fortitude (see next blog for further details). I used FMBe Creative’s Instagram story to share Fortitude’s first post to encourage people to go and follow the page.

Here is what I posted/shared:

Nataria has been really great at filling us all in about her regular team leader meetings. Some of the main points that she recently highlighted that we need to think about are being more creative and innovative (such as the use of videos), as well as creating content that is going to engage and evoke interest. Going forward for this week and next, we have been discussing some content ideas. As a team we have decided to each create/film a day in the life of a FMB University student which we will post as Instagram reels. I am looking forward to filming these and hopefully seeing beneficial results regarding engagement. I am also looking forward to the NTU FMB Instagram takeovers next week; reaching out to followers and showcasing our platform and our brand development work.

A ROLLERCOASTER: FEELING LOST

I have enjoyed this module, but, like with anything, there have been a few bumps in the road, from lack of communication with the collaborative platform, to not consolidating/getting confused with my brand proposition. Sorry this is a bit of a long one but it’s important that I document this!

A few blog posts ago I documented my presentation feedback; one of the key points being that I should better define the sustainability focus of the brand and make sure all elements of the brand align. I took this feedback away, touched base with Evie and worked on it. As a collaborative effort, Evie and I conclusively confirmed that Fortitude very much values sustainability due to designing for a lifestyle, but it is ultimately the message that is aiming to be portrayed (see blog titled ‘Touching base with Evie’ for further details). I was content with the discussion that Evie and I had, and felt confident that I knew the direction that Fortitude was now going in.

Last Tuesday, I attended a highly valuable session hosted by Stuart and Parminder. The prominent focus of the session was about B2B, B2C and D2C distribution channels which was really interesting, encouraging us to consider how we might go about distributing our brand and its products. During the session, we were required to complete a task which entailed creating a 30 second pitch that we would say if we were able to get through to the fashion editor of Vogue. The purpose of this task was to allow us to get our story straight and to be confident in what our individual propositions and values are that make our brands strong and true to our identities. This is what I came up with in the session:

“I would like to introduce you to a new, contemporary, luxury womenswear brand Fortitude. As a new brand, we are seeking to act as a new medium for raising awareness around plastic ocean pollution; making all of us as consumers aware of the damage that we are causing to our beautiful oceans. Instead of the typical news article or documentary that we continually see, our statement, work-of-art clothing will be what delivers these important and impactful messages to hopefully inspire us as consumers to change our actions.”

I was one of two students to feed back. I was happy to do so because I really appreciate the feedback and input that I gain from the lecturers so I can learn and progress. Stuart and Parminder gave me some good feedback, but also some that made me feel a little deflated. I came away from the session feeling like I had just gone round in a circle. After my 30 second pitch, considering what my brand stands for and the brand’s purpose, they rightly questioned ‘how as a brand are you solving the challenge and problem of plastic pollution if it means so much to you?’ At this stage I realised, maybe I don’t know, which I thought I did based on the latest conversation I had with Evie. Since the session I have made an active effort to see if I can better confirm the brand and its inspirations. Stuart and Parminder gave me some food for thought as to how I could maybe incorporate the significance of plastic ocean pollution via marketing elements, if it lacks in the product design element.

I have been running this all past Evie as best as I can. I am feeling a little bit let down by Evie lately. I think she has had other projects to work on at the same time, and it is evident that she has not been working on her innovation module. Recently when I’ve asked her questions, for example, about the materials she’s using and if they are sustainable, she has been somewhat unhelpful and I’ve recently been feeling really stumped. I am also aware that a lot of the other FMB students working with fashion designers have been given finalised, digital, design sketches that they have been able to feature in their brand boards. Evie has not yet even started designing… At this stage I am feeling slightly concerned that Evie is getting behind on her project, which has a knock on effect on my work. On reflection, I imagine that this communicative issue is something that happens a lot in industry. I am trying my best to understand this and remain calm, I just hope it all works out in the end…