Brand Corporate Identity / Task 1: Breaking Brand

Week 1 05/04/2023 - Week 3

Riko Matsuyama 0351470 

Brand Corporate Identity / Task 1

Bachelor of Design in creative media

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Instructions

 

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Lecture

(1) Introduction

Brand Corporate Identity is an integral part of the graphic design discipline as it focuses on the visual integrity of a brand. 

What is a Brand?

The term derives from the Old Norse word brands or "to burn," and refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley".

The brand is a mental construct shared by society about a product, service, organization, or even a person.

What is a brand identity?

Brand identity refers to practices that actively establish a brand.

When marketers talk about brand identity, I assume they are referring to their "gut feeling" - the image or message associated with a product, service, organization, or person.

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.

• Brand definition: purpose, values, promise

• Brand positioning statement: what your brand does, who you target, and the benefits of your brand, a concise statement

• Brand identity: name, tone of voice, visual identity design (which includes the logo design, color palette, and typographies...)

• Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile apps...

• Product design

• Sponsoring and partnerships

• In-store experience

• Workspace experience and management style

• Customer service

. Pricing strategy

What is a designer's role in branding?

Your role is to give form to the content, strategy, and messaging. For the designer, this means research (history of client and product, understanding the target market, and more) and the development of a trademark.

Week 1

Select an existing brand, preferably a large brand that has a regional or international presence for the purpose of analysis.

Our brands of choice: Apple

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 Target Market

3.3 Competition

4. Unique Selling Proposition (USP)

B) EXPANDED BRAND PROFILE

1. Description

1.1 Founder

1.2 Location

1.3 etc.

2. Benefits

3. Target Market/Audience

3.1 Geographic Segmentation

3.2 Demographic Segmentation

3.3 Psychographic Segmentation

3.4 Behavioral Segmentation

4. Competitive Differentiation

5. Pricing

6. Distribution

7. Brand's Positioning Statement

8. Brand's Voice

9. Brand's Communication Strategy

The brand we chose was Apple. It was familiar to the group members. After the group research was complete, we created individual slides.

Research Document (group)

Google slide (individual)

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Feedback

Task 1: Too much information, so I will summarize a bit more. Sometimes the title doesn't match the content. Paraphrasing.

Reflections

Experience

In this task, we looked at brands. Our group researched Apple. We needed to look at a lot of details, and I think we were able to do this smoothly because of Mariam's previous research.

Observations

It was a lot of work to research and create the slides, but it helped me learn a lot of new things about the Apple brand, marketing, profits, competition, and how big companies work. This Apple product has had a significant impact on modern society, so once again, I was amazed that they invented such a useful product.

Findings

There were many findings in this study. I thought it was especially interesting to see the benefits and synergies that selling their products can have in other locations. I had seen Apple's headquarters on YouTube before, but looking at it again, I thought it was very unique and had a great architectural design. It was on a large piece of land and I thought these environments would have a positive impact on the employees. The area of benefits to employees was also very interesting. I understood a lot of the important things about designing(?) a brand.  I would like to use the knowledge I gained from this task for future tasks or design.

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Further reading

Brand identity: What is it and how to build one

April 11, 2022 / Evan Traver

- Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers' minds.

- Consistent marketing and messaging lead to consistent brand identity and, therefore, consistent sales.

- Building a positive brand image can bring in consistent sales and make product roll-outs more successful.

- Building a positive, cohesive brand image requires analyzing the company and its market, and determining the company's goals, customers, and message.

- Social media is a powerful driver of brand awareness.