Brand Corporate Identity - Project 1
Brand Corporate Identity - Project 1
Wong Kai Yi (0340236)
Brand Corporate Identity
Project 1 (Breaking Brand)
1. LECTURE
Lecture 1: Introduction to Brand Corporate Identity
Brand corporate identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand. This module introduces students to the basics of identity design and effective use of symbols in the area of visual communication.
"A symbol is a mark, sign or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
The work we do represents the brand as a large company.
Lecture 2: Brand
Brand
A brand is a person's gut feeling about a product, service or company.
Taking ownership, including owning the company values and represents, owning up to your shortcomings, and earning customers trust and loyalty through your words, actions and your stories.
Brand Identity
Includes the visual identity (helps to manage the message / image / gut feeling
Branding
Process of giving a meaning to a specific organization, company, products / services by (actively) creating and shaping a brand in consumers' minds.
Strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition's.
Achieved through:
brand definition, brand positioning statement, brand identity, advertising and communications, product design, sponsoring & partnerships, in-store experience, workspace experience and management style, customers service and pricing strategy
Benefits of Branding
Stand out in a saturated market
Gives you credibility
With a clear brand, you can charge what you're worth
Returning customers and referrals
Customer loyalty
Designers' Role in Branding
Give form to the content, strategy and messaging. The designer has to do research and the development of a trademark.
Lecture 3: Types of Marks
Logo: short for 'logotype', design speak for a trademark made from a custom lettered-word
E.g. CocaCola (logotype)
Monogram: motif made by overlapping / combining 2 or more letters / other graphemes to form one symbol
combining the initials of an individual /a company, used as recognizable symbols ' logos.
e.g. H&M, HP
Heraldry: encompassing the design, display and study of armorial bearings (armoury), together with the study of ceremony, rank and pedigree
e.g. seals /flags
Trademark: symbol , word / words legally registered or established by use as registering a company / product
Lecture 4: Brand Ideals
Ideal: the satisfaction of "one's conception of what is perfect; most suitable."
Brand Ideals: a higher purpose of a brand / organization that goes beyond the product / service they sell.
"The ideal is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world."
Brand values deliver real engagement and direct you towards more powerful bonds with your target audience.
Ideals: Vision, meaning, authenticity, differentiation, sustainability, coherence, flexibility, commitment, value
Lecture 5: Brand Positioning
Brand Positioning
Positioning your brand in the mind of your customers.
Brand positioning = positioning strategy, brand strategy, brand positioning statement
4 types of positioning:
1. arm wrestling - try to take on the market leader
e.g. Coke and Pepsi
2. big fish, smaller pond - focus on a niche market within a larger market being underserved
3. reframe the market - reframes an existing market in new terms. It makes the benefits highlighted by the previous market leaders irrelevant or boring.
4. change the game - when there is no market category for what you do. You are the first of your kind and you get to invent your market/
E.g. Uber / Grab
2. INSTRUCTIONS
Progress
28.08.2020 (Week 1)
After giving a brief on our module, we started with Project 1. Project 1 is Breaking Brand, which requires us to gather raw data as a group and finalize the data into a brand's Brand Profile and Expanded Brand Profile (individual work). We are to submit it in a Google Doc / PDF format. My group consisted of 4 people, which are Jenani, Maria and Siti. After discussing, we decided to go with IKEA, a well known company for selling DIY furniture. We segregated our roles for different categories in both Brand Profile and Expanded Brand Profile.
04.09.2020 (Week 2)
Mr Vinod checked our group's raw data progress, which was nearly completed. After summarizing the raw data, we will then work on our individual work by coming up with the Brand Profile and Expanded Brand Profile. Mr Vinod said that we can submit the work in our own ways.
11.09.2020 (Week 3)
Submission for Breaking Brand:
Fig 1.1 Breaking Brand - IKEA
3. FEEDBACK
28.08.2020 (Week 1)
General feedback:
Specific feedback: -
General feedback:
The sample brand guide cannot be embedded because there is copyright.
Specific feedback: -
04.09.2020 (Week 2)
General feedback:
Specific feedback:
General feedback:
Cite our sources when doing Breaking Brand - Brand Profile & Expanded Brand Profile. We can start to find logos (good and bad) for project 2. We can also start thinking of the 3 other occupations if we weren't going to be a designer.
Specific feedback:
Group work progress is good, we can work on our individual work after summarizing the raw data.
11.09.2020 (Week 3)
General feedback:The function of the brand profile for us as designers is to allow us to understand the company, so that we will create things that align to the value of the company. "I as the designer can take what the company offers to the customers". A tagline is for the public. We have to make sure the titles and subtopics are correct. For brand profile, add 2.3 Company's perspective and 3.4 Brand positioning statement (watch lec 5). Brand strategy is like a map, where you want your company to be. Brand positioning statement is a location on the map.
Specific feedback:-
General feedback:
The function of the brand profile for us as designers is to allow us to understand the company, so that we will create things that align to the value of the company. "I as the designer can take what the company offers to the customers". A tagline is for the public.
We have to make sure the titles and subtopics are correct. For brand profile, add 2.3 Company's perspective and 3.4 Brand positioning statement (watch lec 5).
Brand strategy is like a map, where you want your company to be. Brand positioning statement is a location on the map.
Specific feedback:
-
4. REFLECTION
28.08.2020 (Week 1) - 11.09.2020 (Week 3)
I enjoyed the process of collecting raw data as it gives me an insight of the company that I am doing research on (IKEA). By following the requirements for Breaking Brand, it helps me to organize the information of a company well, stating each topic clearly.
5. FURTHER READING
Title: What is a Brand Profile
Fig 1.2 What is a Brand Profile
A brand profile shows the relationship between business and customers, experience and emotional connection. To show how your brand stands out to attract ideal customers and build lasting relationships with them in order to grow profits.Brands need to reach people's hears and minds. The brand profile describes the narrative space between a business and its customers. Outline the role the brand plays in that connection to make it real, tangible loveable and unforgettable. Brand profiling is to have a unique brand blueprint to stand out and attract ideal customers. this is what enables growth in business.
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| Fig 1.2 What is a Brand Profile |
A brand profile shows the relationship between business and customers, experience and emotional connection. To show how your brand stands out to attract ideal customers and build lasting relationships with them in order to grow profits.
Brands need to reach people's hears and minds. The brand profile describes the narrative space between a business and its customers. Outline the role the brand plays in that connection to make it real, tangible loveable and unforgettable. Brand profiling is to have a unique brand blueprint to stand out and attract ideal customers. this is what enables growth in business.
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