Brand Corporate Identity / Task 2

Week 1 -3
Lim Jun Teng / 0362890
Brand Corporate Identity / Bachelor of  Design (Hon) in Creative Design
Task 2 : Breaking Brand

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INSTRUCTION

Lecture 4 : Brand Ideals

A brand is a person's opinion of a business, product, or service. Even if they have little control over it, businesses can influence this process by communicating the elements that make their product unique from those of competitors.

Brand values create genuine engagement and can assist you in building more robust relationships with your target audience. Most businesses utilize their unwavering core brand values as their "true north" on a compass that points them in the direction of market success. This is the internal factor (personality, purpose, and proposition) that actually alters the relationships you build with your clients.

The best brand value examples stay loyal to the company's basic principles while reflecting the opinions of their target market.

Ideals are essential to a responsible creative process, regardless of the size or nature of the organization .The following sequence is in which they are listed:

1. Vision

2.Meaning

3.Authenticity 

4.Differentiation

5.Sustainbility

6.Coherence

7.Flexibility

8.Commitment

9.Value

1.Vision:

Visionary, persuasive, and passionate leaders underpin the strongest brands. Vision takes guts. People who can imagine what others can't and persevere to attain their goals create great ideas, enterprises, goods, and services. Hearing vision in person builds identity. Thus, leaders who reveal their biggest aspirations and struggles understand the power of symbols and value storytelling to establish their culture and brand.

2.Meaning: 

Best brands have a significant idea, strategic positioning, or defined values. Meaning develops gradually. Designers create unique visual expressions from meaning. Meaning must be interpreted to be understood, communicated, and recognised. Therefore, every brand identification system parts should have a meaningful and logical foundation.

3.Authenticity:

Understanding the company's market, position, value proposition, and competitive distinction builds authenticity. Authenticity involves knowing yourself and making judgements accordingly. Understanding their position and purpose helps organisations build a sustainable and authentic brand. For customers to relate to a brand, it must reflect its mission, history, culture, values, and personality.

4.Differentiation:

Brands fight for our attention, focus, and loyalty as well as within their own industry sectors. There are lots of alternatives in the world. Which brand was preferred over the other? Being unique is insufficient. Brands need to demonstrate to consumers why they are different. If you vanished, would anyone miss your brand? Outstanding brands create a big impression.

5.Sustainability:

Sustainability is the ability to endure in a constantly changing environment with unpredictable future developments. Brands convey trust. People rely on reputable brands in a fast-changing world. Brands can achieve sustainability by enduring change and sticking to their core values.

6.Coherence:

A brand should feel recognisable and have predictable impacts every time a customer experiences it. Brand consistency is important while using a product, chatting to a service rep, or buying on an iPhone. Brand consistency combines all factors to generate trust, loyalty, and delight customers. A consistent brand architecture, colours, typefaces, and formats provide a visually and structurally cohesive brand identity system. This identification system supports brand attributes across media and fosters rapid firm recognition.

7.Flexibility: 

An effective brand image prepares a company for future change and growth, supporting evolving strategies. Innovation requires brands to be flexible, and brands open to change require a flexible brand image system to quickly seize new market opportunities. The Brand Image Toolbox encourages creativity within established parameters while maintaining brand recognizability. A carefully crafted balance between control and creativity allows brands to adhere to image standards while achieving specific marketing goals.

8.Commitment:

In order to succeed, organisations must make sure that everyone associated with the brand is highly driven and committed. A brand is an asset that requires upkeep, protection, and cultivation. A bottom-up appreciation of a brand's significance and top-down commands are necessary for its active management. To ensure a brand's integrity and relevance, it takes passion and a rigorous approach to build, protect, and enhance it. Maintaining standards, adhering to core values, managing the organisation continuously, and giving it the resources it needs to establish its brand are all important components of continuous development.

9.Value:

Create measurable results to promote and preserve the brand. Creating value is most companies' main purpose. Consumer value discussions have broadened due to sustainability. Socially responsible, ecologically mindful, and profitable is the new business paradigm. Finally, brands are intangible. Brand identity, encompassing packaging and websites, is crucial for preserving this value.

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.

The challenge for brands going forward will be to authentically create and sustain their own intangible marketplaces, using their ideals to connect, unite, and

inspire."

Lecture 5: Positioning

A brand's positioning in customers' minds is called brand positioning. Brand positioning can be called positioning strategy, brand strategy, or brand positioning statement. Willis says strategy is the long-term approach that affects brand positioning. "Creating a brand strategy is like drawing a map, while positioning is determining your location and destination.

A brand has been successfully positioned, it is notoriously difficult to reposition. 

The goal (of repositioning) is to create a unique impression in the customer’s mind so that the customer associates your brand with something specific and desirable that is different from other brands in the market.

Whether the customer likes it or not, positioning occurs.

Willis jokingly suggested four alternative positioning styles or types:

1. Arm wrestling

You are attempting to challenge the market leader and outwit them in this situation, which is feasible if there is a well-established market category without a dominant player. It does, however, cost a lot of money and time.

2. Large fish in a tiny pond

Here, the emphasis is on an underserved niche sector inside a broader market when a larger competitor is failing to address a particular demand. The audience's frame of reference is a plus, but the market leader may match your offer, which is a drawback.

3. Building the market again

With this kind of brand positioning, an established market is reframed in novel ways. It renders the advantages emphasised by earlier market leaders meaningless or, to put it plainly, dull. This is effective when there is innovation in the product or service or when the needs and expectations of the market shift.

4.Modifying the game's rules

Having no market categorization for your product or service is game-changing. As the first, you can construct your own market. Successful market disruptors include Uber and Xerox. People will use your brand name instead of generic nouns like "Uber" for taxis or "Xerox" for "photocopying." You've changed the rules when they do. This technique will make you the default market leader, but without big hurdles like patents or copyrights, others may replicate and beat you before you can establish a footing.

Differentiation is the process a company uses to make its product or service stand out from its competitors…differentiation comes into play whenever you’re choosing between two products in the same category.

-Effective positioning of a product or service is based on differentiating features or qualities that make the product/service superior to competitors in the minds of the target group. Neumeier points out that Greg Gall requires clear answers to 3 small questions:

1,Who are you?

2,What do you do?

3.Why is this important?

(If you can answer these questions, you have a brand).

When you determine what makes your product/service/organization/person unique and what differentiates it from your competitors, you can take the necessary steps to strategically position your brand in the marketplace. According to Bueno, there are 7 key steps to effectively clarify your position in the marketplace:

1.Determine your brand’s current positioning

2.Identify your direct competitors

3.Understand how each competitor positions their brand

4.Compare your positioning to competitors to determine what makes you unique

5.Develop a unique, value-based positioning idea

6.Develop a brand positioning statement

7.Test the effectiveness of your brand positioning statement

-How to create a brand positioning statement :

-There are four essential elements of a best-in-class positioning statement: 

1.Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract? 

2.Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers? 

3.Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition? 

4.Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

After carefully answering these four questions, you can develop a positioning statement: For [target customers], [company name] is the [market definition] that delivers on the [brand promise] because only [company name] is [reason to believe].

Can develop a slogan to support the establishment of your intended brand positioning after you have a compelling brand positioning statement. Although a positioning statement is meant for internal usage and serves as a roadmap for marketing and operational decisions, it is frequently mistaken for a business slogan. For external marketing, a slogan is used. While a slogan can be created using the insights from a positioning statement, it's crucial to recognise the differences between the two.

Conclusion:

If brand positioning statement is strong, you can construct a sloganto support it. Create a slogan for external marketing. A positioning statement can help you write a slogan, but you must know the difference.

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Task 2A: Research and Analysis of Logos
I gathered the 28 indications I needed from various items in my immediate environment, such as nearby objects and phone apps.

I've included a quick synopsis of each brand in the slideshow, along with information on the typeface chosen for the logo, color scheme, and typographic style. 

Task 2B: Logo Design

There are five questions I need to think about before I can move forward before finalizing 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

Mindmaps: 

We were required to make two mind maps after the business was chosen but I done 3 mindmap. The initial mind map contained every detail about the business, such as what it sells, who its target market is, possible brand colors, etc. In contrast, the second mind map contained the brand name, its background, and other related terms.

Week 3 Sketches:

Week 5 Digilization:

I used Adobe Illustrator to digitize a black-and-white and color experiment after selecting a logo design to digitize.

I had try different layout of my logo and realise that the final is the best composition.  

I also try out different typeface of my logo.

GIF (black & white / color):

Task 2A Final Outcome:

 

Task 2B Final Outcome :

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Feedback :

Task 2A

My demonstrate the ability to identify various aspects of logo design in your analysis of chosen logos. However, the visual example of the selected logo needs to be more accurate in relation to my analysis. For example, the Spotify logo should include the brand's color (black) and the wordmark. My analysis can benefit from incorporating own opinions to reflect critical thinking. Make sure to include references to credit my sources.

Task 2B

The sequence of my final logo presentation is jumbled and does not adhere to the provided document setup tutorial, making the final artwork presentation confusing. Different typefaces are discernible from the descriptive titles on each page. The three basic versions of the final logo design do not reflect each other well, demonstrating a weak understanding of the negative and positive aspects of a brandmark. The reversed logo is inaccurate and lacks a binding circle adhering to the clear space measurement. The colored logo does not acknowledge the other three colors used in the design, and the black and white logo does not reflect the same division of positive and negative components seen in the colored version.

The logo space rationalization is weak and lacks consideration of the proportions and relevance of components in the final design, appearing as merely a grid with no information. An external binding box horizontally is not needed in the logo clear space. Graphic lines such as the space rationalization grid and clear space bounding box should be in grey, as instructed. The tagline should not be set inside the logo clear space and should not be manipulated into the form as it distorts the typeface. The indicative size in the minimum size logo is visually inaccurate. Logo typefaces indicate three variations, but this is not reflected in the final design which uses only one typeface.

Be sensitive to the thickness of the stroke on the letter 'B' seen in the first pattern derived from the logo, as it appears thicker than the original design. The second pattern ignores the cropped effect on the 'B' from the logo design, again reflecting inaccuracy. The third pattern is too dark and textured, which may not reflect the brand well. Overall, the execution reflects a lack of understanding of the consistency needed in logo design as part of a brand identity, coupled with inconsistencies in attendance and effort.