BRAND CORPORATE IDENTITY-Task 1
Week 1 - Week 3 (24/04/2024 - 08/05/2024)
Lee Jia Rou 0363293
Bachelor
of Design (Hons) in Creative Media
MKT 62404 / BRAND CORPORATE
IDENTITY
Task 1/ Breaking Brand
✧✧Instructions✧✧
✧✧Lectures✧✧
Lecture 01 IntroductionA crucial component of the graphic design discipline, brand corporate identity emphasizes a company's visual integrity. Branding is crucial to business and marketing. Because it represents or symbolizes a corporation, small business, non-governmental organization, individual, government, and so forth, this is an intriguing area. A word mark has the potential to evolve from a symbol into a more complete identification.
Lecture 02 Brand
Regarding the definition of a "brand," there is a lot of misunderstanding. Most designers could still be confused by the basics of what a brand is, even if many senior designers and brand & marketing professionals are familiar with them.
What is a Brand?
The term derives form the Old Norse word" brandr "or "to burn". As producers have claimed ownership of their goods, landowners have declared ownership of their properties, and companies have proclaimed superiority over competitors in their products, branding has evolved over time.
What is Branding?
Designer's role in branding
Designers are essential to a brand's growth. They are a member of a larger community of people that collaborate to build a brand. A designer creates a visual identity that serves as the brand's face.
The term derives form the Old Norse word" brandr "or "to burn". As producers have claimed ownership of their goods, landowners have declared ownership of their properties, and companies have proclaimed superiority over competitors in their products, branding has evolved over time.
What is a brand identity?
they usually refer to the emotion associated with a brand's image, message, product, business, or person. The instinct is a part of the personality of a brand. An additional one is "visual identity," which offers graphics or text to reinforce "gut instinct." Brand identity is different from " brand image " and "branding", even thought these terms are sometimes treated as interchangeable.
What is Branding?
-Brand definition: purpose, values, promise
-Brand positioning statement: what your brand does, who you target, the benefits of brand, concise statement
-Brand identity: name, tone of voice, visual identity design
-Advertising & communications: TV, radio, magazines, outdoor ads, websites, mobile applications, etc.
-Product design
-Sponsors & partnerships
-In-store experience
-Workspace experience & management style
-Customer service
-Pricing strategy
Designers are essential to a brand's growth. They are a member of a larger community of people that collaborate to build a brand. A designer creates a visual identity that serves as the brand's face.
A design programme is essential to ensure that the generated visual identity is rationally applied across a range of goods and services and to achieve uniformity in a message. Design programmes are necessary for every firm to succeed. A designer must establish, envision, and build a visual identity that is distinct, memorable, consistent, excellent value, profit-based, increases market share, and wins the audience's trust. This necessitates careful research, understanding, and the development of an effective visual identity campaign.
Lecture 03: Types of Marks
Even while designers and marketing specialists are familiar with the fundamentals of applying brand identity clearly, they frequently make mistakes. Since there are varying viewpoints on this subject, it is vital to assess them and make judgements.
Symbol, token, emblem, mark, letter, hieroglyph, ideogram, sign, emblem, stamp, trademark, crest, coat of arms, seal, rune, logo, logogram, monogram, emblem, flags, tokens, patterns, badges, etc. are some more synonyms for symbolic marking.
Logo
A logotype is a trademark design that consists of a specially lettered word. Since the name "logo" sounded nicer, it was utilised. A logo is any mark that is used to identify a brand. A logotype is a design that revolves around the name or initials of the business. A logomark is a logo that is focused on an emblem or symbolic picture.
Monogram
Monograms are designs made by combining or applying two or more letters or graphic components to form a single symbol. Sometimes, the brand's initials are combined to form emblems or logos that are easily recognisable. The phrase "single line" is derived from Greek.
Heraldry is a comprehensive word that includes the study of ceremonial, status, and pedigree in addition to the creation, exhibition, and analysis of armorial insignia, or armoury. It is historic in nature. Because of the notion of the symbols/seals/flags signifying the king, army, and empire, its origins are mostly European. The visual components of this style comprise the heraldic emblems. Other related terms are: crest, coat of arms, insignia, etc.
Mark
A mark is an imprint left on a surface. A mark that denotes ownership or identity can be paired with another word (trademark, watermark, earmarks, farm markings, pottery marks, stonemasons' mark, hallmarks, printers' mark, & furniture mark). These stand for the creator's caliber, aptitude, and skill levels and provide a guarantee of excellence.
Today the most familiar term in law & branding is trademark. Despite the popularity of the usage 'logo', trademark takes forth with the law. The term servicemark in the US & a few countries globally carries legal weight.
A trademark is a sign, word, or combination of words that is legally registered or established and used to identify a business or product.
Task 1
In task 1 we have to work in group and select an existing brand that has a regional or international presence for the purpose of analysis the requirement bellow.
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
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
We were divided into groups of three after Ms. Lilian gave a brief introduction to brand corporate identity and an icebreaker. This allowed us to choose which brand to analyse. As Xin Yan and Chen Nan are also from China, we decided to focus on Chinese brands initially. After considering several options, we decided on Xiaomi as the firm to further analyse.
We dispersed the work for part A of the task description during the first week, and once we completed part A, it was evident what needed to be done for part B. We had extra time to complete this task because of the second week's break. We each carried out the separate research tasks we had been given earlier, compiled our findings, and shared the document with one another to ensure that the research would continue. We finished and verified all of the data before summarizing it and adding it to the slides for our group presentation.
Xiaomi brand analysis PDF
Xiaomi brand analysis PPT
Reflection
I gained a greater grasp of brand design and became fully involved in the realm of corporate identity through my first job. I first believed that this course was just focused on teaching us how to create logos, however this module had a lot of other useful information. It turns out that I need to comprehend the brand's consumer groups, brand positioning, service age groups, etc. in addition to producing a logo for the company. All of these are facts we must comprehend. The global significance of brands surpasses my prior perceptions. Apart from only providing a product and creating a brand identity, companies also need to carefully craft their USPs, highlight certain advantages, create a cohesive brand communications plan, and take care of a host of additional.
Further Reading
For quick intro of what is Brand Corporate Identity, I find a article that the named called "What is Corporate Identity & Why It Is Important for a Strong Brand".
This article explain what is Corporate Identity and explain it in three key elements which is Corporate Communications (Communicated information features an appropriate tone of voice and can), Corporate Design (company's visual identity and all of its graphic components. ) and Corporate Behavior (how a company acts followed by various scenarios that can be triggered by political, social, environmental, technological, and legal factors).
In this article also identify the differences of Branding Identity and Corporate Identity.
article refences link
