08.05.2024 - 29.05.2024 (Week 3 - Week 6)
Tiffany Tan Xuan / 0362472
Brand Corporate Identity / Bachelor of Design (Hon) in Creative
Design
Task 1 : Breaking Brand
LECTURES
Lecture 4: Brand Ideals
Brand ideals are fundamental principles that guide a brand's behavior
and decision-making process. These ideals shape the brand's identity,
influence customer perception, and build brand loyalty. Here are some
key brand ideals:
Vision:
A brand's long-term goal or aspiration. It reflects what the brand
aims to achieve in the future and serves as a source of inspiration.
Meaning:
The significance of the brand in the lives of its customers. This
includes the emotional and functional benefits the brand provides.
Authenticity:
The genuine and consistent representation of the brand's values and
promises. Authentic brands stay true to their identity and communicate
honestly.
Differentiation:
The unique qualities that set the brand apart from competitors. This
can include unique product features, innovative designs, or
distinctive brand personality.
Coherence:
The consistency of the brand's messaging and visual identity across
all touchpoints. This ensures that the brand is easily recognizable
and trustworthy.
Flexibility:
The ability of the brand to adapt to changing market conditions and
consumer preferences while maintaining its core values.
Commitment:
The dedication to delivering on promises and maintaining high
standards of quality and service. This builds trust and loyalty among
customers.
Value:
The worth that the brand provides to its customers, which can be
emotional, social, or functional. A brand that delivers exceptional
value is more likely to be successful.
Brand positioning is vital for shaping how your target audience views your
brand. It's about creating a distinct place in their minds and establishing
clear, unique associations. This positioning should emphasize a specific,
desirable aspect that differentiates you from competitors. While there are
several strategies for positioning, it's crucial to note that once
established, altering that perception is challenging. Therefore, it's
essential to get it right from the beginning.
To create a positioning strategy, consider several approaches:
Arm Wrestling:
Position your brand directly against a competitor, emphasizing how your
product is superior.
Big Fish, Smaller Pond:
Target a niche market where you can dominate and become the leading brand.
Reframe the Market:
Change the way consumers perceive the category by introducing new criteria
for evaluating products.
Change the Game:
Innovate and introduce new features or benefits that redefine the category
and set your brand apart.
Each strategy aims to establish a unique and compelling position in the
minds of your target audience.
In conclusion, a strong brand positioning statement allows you to craft a
slogan that supports it for external marketing. While a positioning
statement can guide the creation of a slogan, it's crucial to understand the
difference between the two.
Task 2A-Logo Research & Analysis
A) Research & Analysis: You are to collect 28 logos, 2 everyday for 2
weeks; Good &/ Bad. *You
are to pick the first two logos you see at the beginning of your day,
upon stepping out of the house, browsing the internet, driving, etc. If
the logos you see have been picked previously; skip! Logos are
everywhere! Your task upon identifying your logo is to articulate in
words; the type of logo (logotype, logo mark, etc?); Is the logo descriptive,
abstract, etc.; identify and describe the graphic elements or base
element used in the logo construction; identify the colour scheme (warm,
cool, secondary, primary); describe the type choice.
All 28 logos are to be documented using Google Slide and embedded
in your eportfolio post.
Task 2B: Logo Design
B) Concurrently,
while doing the above and upon selection or identification of your
brand/occupation, produce 2 sheets of idea-sketches weekly (the
more the merrier) for the development of your logo. Initially, use
mind-maps to identify important keywords or key visuals. Develop
these into idea sketches and then later into concepts. Narrow down
the most promising ideas and concepts. The developed logo in its
final most appropriate form will need to be digitised, in black
and white (only after approval of the BW version can you embark on
selection of colour in Project 3). All progression or
exploration—the various evolution of the draft logo—must be
documented meticulously, labelled and described at every stage in
your eportfolio post.
Progression:
Firstly, there are five questions and three career I need to think
about before I can move forward before finalising my business.
1. Your career / business
2. What service(s) / product(s) are you providing?
3. How do you differentiate yourself from others? (uniqueness of
career)
4. Who will be interested with your product(s) or service(s)?
5. Name & Rationale
Mind Maps of brand name and business:
Sketches:
Digitalisation:
Final Artwork:
Comments
Post a Comment