Brand Corporate Identity | Task 1: Breaking Brand
23.09.2024 - 07.10.2024 / Week 1 - Week 3
Wu Ziyang / 0368325
Brand Corporate Identity / MKT62404 / Bachelor of Design (Honours) in Creative Media
Task 1: Breaking Brand
Table Of Contents
INSTRUCTIONS
TASK
FEEDBACKS
REFLECTIONS
FURTHER READING
Brand Corporate Identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand. As such the module introduces students to the basics of identity design and the effective use of symbols in the area of visual communication.
What is a brand?
"A brand is a person's gut feeling about a product, service, or company while companies can't control this process, they can influences it by communicating the qualities that make this product different than that product.
"When enough people arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It's what they say it is." It is a mental construct shared by society about a product, service, organisation or even a person.
Lec 1.1
What is a brand identity?
I think, when marketing people talk about brand identity they are referring to the
"gut instinct", the image or messaging associated with the product, service, organisation or person. They are not wrong.
The gut feeling is one aspect of the brand's identity, the other is its 'visual identity' which helps to manage the message or image or gut feeling. "Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from "brand image" and "branding," even though these terms are sometimes treated as interchangeable."
What is branding?
"Branding is the process of giving a meaning to specific organization, company, products or services by (actively) creating and shaping a brand in consumers* minds. It is a 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".
Lec 1.2
Branding Can Be Achieved Through:
- Brand definition:
- Purpose, values, and promise.
- Brand positioning statement:
- Company expertise, target audience, and the benefits of the brand.
- Brand identity:
- Name, tone of voice, and visual identity design (logo design/colour palette/typography).
- Advertising and communications:
- TV, radio, and magazines.
- Product design,
- Sponsoring and partnerships.
- In-store experience.
- Workspace experience and management style.
- Customer service.
- Pricing strategy.
Benefits of Branding:
- Helps to stand out in a saturated market.
- Gives credibility.
- A clear brand lets you charge what you're worth.
- Customer loyalty.
- Returning customers and referrals.
- Consistency.
- Attract the ideal clients.
- Save money and time.
- Gives confidence in the business.
- Easier to introduce new products/services.
- Gives a clear strategy to move forward.
Designer's Role in Branding:
- Give form to the content, strategy, and messaging through:
Development of a trademark.
- Short for logotype.Logo refers to all marks that represent a brand.
- Logotype/wordmark is a logo centered around a company name/initials.
- Logomark is a logo centered around a symbolic image/icon.
- Signature/combination mark is a combination of a word and a symbol.
- A motif made by overlapping/combining two/more letters or other graphemes to form one symbol.Grapheme is a letter/many letters that represent a sound (phoneme) in a word.
- The original Greek meaning refers to a 'single line,' indicating something written/drawn in outline.
- Often made by combining the initials of an individual/a company.
Mark:
- When it combines with another word, it signifies ownership/identification.
- Represent the quality, ability, and skill levels of its creators.Trademark (™) is a symbol/word/words legally registered by use as representing a company/product, and legal protection against intellectual property infringement/theft.
- Service mark (℠) is a trademark used in the US and several other countries to identify a service rather than a product.
- Registered trademark (®) replaces unregistered marks (™ & ℠) once a sign/design/expression is officially recognized for identifying products/services from a specific source.
TASK 1: BREAKING BRAND
Week 1 (23/09/2024)
Requirements:
- Form a group with 4-5 people before doing the research.
- Select an existing brand, preferably a large brand with a regional/international presence for analysis. Then, follow the outline/framework that is provided in this task:
- A) Brand Profile
- 1. Description
- 1.1 Summary Description
- 1.2 Target Market/Audience
- 1.3 The Offer
- 1.4 Specific Benefits
- 2. Brand Value
- 2.1 Retailer's Perspective
- 2.2 Customer's Perspective
- 3. Brand Positioning
- 3.1 Why This Brand & Not Competition
- 3.2 How it Positions itself towards the Target Market
- 3.3 Who is the Competition
- 4. Unique Selling Proposition (USP)
- B) Expanded Brand Profile
- 1. Description
- 1.1 Founder
- 1.2 Location
- 1.3 Logo/Logo evolution
- 1.4 etc
- 2. Benefits
- 3. Target Market/Audience
- 3.1 Geographic Segmentation
- 3.2 Demographic Segmentation
- 3.3 Psychographic Segmentation
- 3.4 Behavioural Segmentation
- 4. Competitive Differentiation
- 5. Pricing
- 6. Distribution
- 7. Brand's Positioning Statement
- 8. Brand's Voice
- 9. Brand's Communication Strategy
Submissions:
- Group: Finish the research in the Google Doc.
- Individual: Submit the work using Google Slides, remember to convert it into PDF.
This week in class, Ms. Lilian asked us to form groups of 4-5. After getting into our groups, we discussed which brand we would like to analyse by answering the framework questions outlined in the MIB. My group members were:
- Khu Ying Ying
- Qian Guoyi
- Lin Chenyi
- Wang Zhiwei
- Wu Ziyang(Me)
After the discussion, we decided to analysis about "Chanel".
Figure T1.1: Group Research - "Chanel" (PDF), Week 2 (30/09/2024)
Week 2 (30/09/2024)
After completing our group analysis, each of us created individual slides. The task required us to convert the documents into visually engaging Google Slides for presentation.
Figure 1.2 Converting Documents in Google Slides
Week 3 (06/10/2024)
Final Submission of Task 1: Breaking Brand
Figure 1.3: Final Submission of Task 1 - Breaking Brand (PDF)
Feedback
Week 1 (23/09/2024)
Specific Feedback: Proceed to do the research "Chanel" (after selecting the brand) in a group and show it to Ms Lilian in Week 2.
General Feedback: Create a file in the Google drive (Name, Student ID). Then, upload your progression in your respective folders.
Able to summarise information from research. Reliance on research without much critical analytical skills results in inaccuracy of information for certain frameworks (refer to comment on research). Room for improvement in layout and design sense. For example, utilising visuals example for the brand’s communication strategy framework in a larger size and bigger quantity.
Experience
In the process of conducting the "Breakthrough Brand" research, I got to know the Chanel brand in a new way and learned more about their brand value and outstanding competitiveness. I like the way of working in groups, and doing research together also saves us more time.
Observation
Researching the Chanel brand has allowed me to learn more about the brand. Through researching the brand, I only know that their business areas touch every aspect of our lives. It is also interesting to find information about the brand, and I get the opportunity to learn more about a brand and analyze it.
Findings
This assignment is very helpful for our next task 2 to design our own brand.
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