Brand Corporate Identity
23.9.2024 - 00.0.2025 (Week 1 - Week 14)
Aidi Rafiq | 0353422 | Bachelor of Design (Honours) in Creative Media
BRAND CORPORATE IDENTITY
INSTRUCTIONS
TASK 1
Project 1 (Group effort, individual submission) Select an existing brand,
preferably a large brand that has a regional or international presence for
the purpose of analysis. Breaking brand essentially requires the student
to deconstruct a brand. To help you in this task an outline or framework
will be provided and it is as follows:
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 are 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
https://learn.g2.com/marketsegmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
Lecture
Week 1 - Introduction
Brand Corporate Identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand. This module aims to introduce to the basic of identity design. Creating of an image and subsequently the development of a brand.
Week 2 - Brand
What is a brand?
The term comes from the Old Norse word brandr or "to burn," and refers to practice of branding livestock. (4,000 years to the Indus Valley)
A brand is when someone have the feeling toward a product, service, or company etc, while companies can't control this process. They can influences it by communicating the qualities that make the product different that others.
What is brand identity?
It's "visual identity" which helps to manage the message or image or gut feeling. The collection of all elements that a company creates to portray the right image to its consumer.
What is branding?
Branding is the process of giving a meaning to specific organization, company, product or service by (actively) creating and shaping a brand in consumers' mind.
Its to help people to quickly identify and encounter their brand, giving them a reason to choose their product over others. It also a strategy designed by the organizations.
What are the benefits of branding?
- Helps a company standing out in a saturated market
- Gives credibility
- Can charge what you're worth
- Lead to customer loyalty
- Leads to returning customers & referrals
- Branding = Consistency
- Attract the ideal clients
- Makes it easier to introduce new product/service
- Clear strategy for moving forward
What is a designers' role in branding?
Designers play an important role in the creation of a brand but they are part of a larger network of collaborating to give voice. The visual identity that a designer create constitutes the face of the brand.
Also as a designer is to form a content, strategy and messaging. Ensure consistency in message, a visual identity is developed that is coherent and cohesive in its application across product and services.
Week 3 - Type of Marks
Term: Logo
"Logo" is the short for logotype, design speak for a trademark made from a customer lettered-word. Logo is a symbol made up of text and images that identifies a business/ service/ product/ person. It also represent a brand.
Term: Monogram
"Monogram" is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. "The original Greek meaning of the term 'monogram' is a 'single line', understood as something written or drawn in outline"
Term: Heraldry
"Monogram" is a broad term, encompassing the design display, and study of armorial bearings. It is generally European in its origin. The concept are of symbols/ seals/ flags representing, royalty, armies, or empires is not exclusive to Europe.
Term: Mark
This means an impression made on a something, paper, wall, wood, etc. But when it combined with another i.e. trademark, watermark, earmark, farm marks, ceramic marks, stonemasons' mark, hall marks, printer's mark and furniture marks.
They represent the quality, ability and skill levels of its creator and with that comes a promise of excellence.
For example, "Trademark" is a symbol, word, or words legally registered or established by use as representing a company or product. It also used as a legal protection against intellectual property infringement or theft.
Week 3 - Brand Ideals
A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell.
Brand values deliver real engagement that direct people towards more powerful bonds with their target audience.
We were to form a group of 4 and research on a regional or international brand for the purpose of analysis. We have to deconstruct their profile, backgrounds and their aim goal. Then we have to produce a google slides based on what we have researched as an individual.
Our group chose to research about ZUS COFFEE
Then in a few weeks, we have answered the outline in the documents, we can start making our presentation slides individually. All the information we have are from the outline that we have researched in the google docs.
Final slides
General Feedback:
Not accurate understanding of brand value (both from a retailer’s and customer’s perspective). More room for expansion in benefits framework specifically under extended brand profile section. Behavioural segmentation of targeted audience may fit better as a phychographical aspect instead. Room for improvement in the understanding of brands’ communication strategy from a creative perspective (covering aspects of the brands’ visualisation and visibility via its many marketing channels). Currently, content seems more fitted as the USP and benefit of the brand instead.
Specific Feedback
Presentation does not adhere to the sequence of framework. Heavy reliance on research and does not reflect much critical analysis. Final slide is merely a summative representation of information researched reflecting the same inaccuracy.
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