Brand Corporate Identity [Task 1 : Breaking Brand]
23.09.2024 - 07.10.2024 / week 1 - week 3
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Brand Corporate Identity
Task 1
LECTURES
- BCI 1 - INTRODUCTION
Brand corporate identity is an integral part of the graphic design discipline as it focuses on the visual integrity of a brand as such the module introduces students to the basics of identity design and the effective use of symbols in the area of visual communication.
"A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
Symbols
Based on an article titled "Did Stone Age cavemen talk to each other in symbols?" symbols found to recur among Palaeolithic cave paintings and other artifacts. Photographed by Genevieve von Petzinger. Located in Pech Merle, Font-de-Gaume, and Rouffignac in southern France.
Figure 1.1 Week 1 (23/09/2024) Symbols found in a cave located in southern France.
According to von Petzinger. The symbols provide clear evidence of the way our ancestors moved from representing ideas realistically. They seem to have found evidence that some form of written language was being attempted by our Stone Age ancestors.
- BCI 2 - BRAND
There's a lot of confusion when it comes to describing a 'brand'. While many brand and marketing experts and senior designers may find themselves confused.
"What is a Brand?"
The term, 'brand/branding' derives from the Old Norse (Norwegian) word brandr or "to burn," and refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley
Branding has evolved over the centuries- from farmers claiming their property, artisans claiming credit for their work, factories claiming their products, and companies claiming their products were better.
Branding from the past
1. Cattle Branding
To ensure your livestock are not stolen from other competitors, Livestock branding is a technique for marking livestock to identify the owner. Originally, livestock branding only referred to hot branding large stock with a branding iron, though the term now includes alternative techniques.
2. Human Branding
Slaves were branded and sold off by their owners, it also took place to people receive punishment for being accused of stealing or murder.
"What we brand, how we brand it, and why we brand it has changed. But branding in the twenty-first century is still about taking ownership, and not just for property and products. It's about owning what your company values and represents, owning up to your shortcomings, and earning customer trust and loyalty through your words, your actions, and your stories." - Taylor Holland
"So what is a Brand?"
"A brand is a person's gut feeling about a product service, or company- while companies can't control this process, they can influence it by communicating the qualities that make this product different than the product."
"When enough people arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It's what they say it is." It is a mental construct society shares about a product, service, organization, or even a person.
Figure 1.2 Week 2 (30/09/2024) Apple logo.
"What is a Brand Identity?"
Brand identity is the collection of all elements that a company creates to potray the right image to its consumers- Brand identity is different from "brand image" and "branding" even though these terms are sometimes treated as interchangeable.- DeBara, 2017
Brand: is the perception of a company in the eyes of the world.
"What is Branding?"
Refers to the process of giving meaning to specific organizations, companies, products, or services by (actively) creating and shaping a brand in consumer's minds. It is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products over the competition's.
Figure 1.3 Week 1 (30/09/2024) Be stupid campaign.
The process involved hijacking and shaping an image in the consumer's minds, creating an indelible and distinct mark and association.
- Branding can be achieved through.......
Figure 1.4 Week 2 (30/09/2024) How branding could be achieved.
- Benefits of branding
Figure 1.5 Week 2 (30/09/2024) Branding benefits.
- BCI 3 - TYPES OF MARKS
Logo
According to Neumeier, 2003, the term logo is short for logotype, and design speak for a trademark made from a custom word. The term logo really mean is a trademark, whether the term is a logo, symbol, monogram, emblem, or other graphic device.
Figure 1.6 Week 3 (07/10/2024) Logos.
A logotype is a logo centered around a company name or initials, while a logomark is a logo centered around a symbolic image or icon.
Monogram
A monogram is a motif that overlaps or combines two or more letters or other graphemes to form one symbol. Monograms are often made by combining the initials of an individual or a company, used as recognizable ‘symbols’ or ‘logos’.
Figure 1.7 Week 3 (07/10/2024) Monograms.
Heraldry
Heraldry is a board term, encompassing the design, display, and study of armorial bearings (armory), together with the study of ceremony, rank. And pedigree. It is generally European in its origin. Even though the concept of symbols/seals/flags representing, royalty, armies, or empires is not exclusive to Europe, this particular style of composite of visual elements that make up the heraldic symbols is however Eurocentric in nature.
Figure 1.8 Week 3 (07/10/2024) Heraldry.
Figure 1.9 Week 3 (07/10/2024) Modern heraldry.
- Crest is a distinctive device representing a family or corporate body, borne above the shield of a coat of arms or separately reproduced, for example on writing paper.
- Coat of arms is a distinctive heraldic bearings or shield of a person, family, corporation, or country.
Figure 1.10 Week 3 (07/10/2024) A diagram of coat of arms.
- Insignia is a distinguishing badge or emblem of military rank, office, or membership of an organization: a khaki uniform with colonel’s insignia on the collar.
Figure 1.11 Week 3 (07/10/2024) Crest, coat of arms & Insignia.
Mark
By itself it just means an impression made on a something, paper, wall, wood, etc. However when combined with another word, i.e. trademark, watermark, earmarks, farm marks, ceramic marks, stonemason's mark, hallmarks, printer's mark, and furniture marks. this marks signifies ownership or identification.
Figure 1.12 Week 3 (07/10/2024) Marks.
They represent the quality, ability, and skill levels of their creator and with that comes a promise of excellence.
- ™ Trademark is a symbol, word, or words legally registered or established by use as representing a company or product. A trademark is also used as legal protection against intellectual property infringement or theft.
- ℠Service mark is a trademark used in the US and several other countries to identify a service rather than a product.
Both ‘unregistered’ marks ( ™ & ℠) are temporary until the recognizable sign, design, or expression that identifies products or services of a particular source becomes a ® registered trademark.
The registered trademark symbol, ®, is a typographic symbol that provides notice that the preceding word or symbol is a trademark or service mark that has been successfully registered with a national trademark office.
- BCI 4 - BRAND IDEALS
Brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell. 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. (Garbe, 2012)
Brand values deliver real engagement and direct you towards more powerful bonds with your target audience. For most businesses, brand values act as the “true north” on their compass towards market success; the core brand values remain fixed and steady. It is the part (internal : purpose, personality and proposition) that truly transforms the relationships you build with your customers.
Figure 1.13 Week 4 (14/10/2024) Example of brand values in Nike's 'Just do it' campaign.
The best brand value examples work because they are reflective of customer ideology, but they still embrace the passions of the business in question (Couchman, 2017). A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell.
Ideals are essential to a responsible creative process, regardless of the size of a company or the nature of a business:
- Vision: a compelling vision by an effective, articulate, and passionate leader is the foundation for the best brands. Vision requires courage. Big ideas, enterprises, product, and services are sustained by individuals who have the ability to imagine what others cannot see. And the tenacity to deliver what they believe is possible.
- Meaning: Meaning is rarely immediate and it evolves over time. Designers transform meaning into unique visual forms and expression. It is critical that this meaning is explained so that it can be understood, communicated, and approved. Knowing this, all elements of the brand identity system should have a framework that stands for meaning and logic.
- Authenticity: it is not possible without and organization having clarity about its market, positioning, value proposition, and competitive difference. Authenticity refers to self-knowledge and making decisions that are congruent with that self-knowledge. Organizations who know who they are, and what they stand for, start the identity process from a position of strength. They create brands that are sustainable and genuine. Brand expression must be appropriate to the organization’s unique mission, history, culture, values and personality.
- Differentiation: Brands always compete with each other within their business category and, at some level, compete with all brands that want our attention, focus and loyalty.
- Sustainability: sustainability is the ability to have longevity in an environment in constant flux and characterized b future permutations that no one can predict.
- Coherence: whenever a customer experiences a brand it must feel familiar and have the desired effect.
- Flexibility: an effective brand identity positions a company for change and growth in the future. It supports and evolving strategy.
- Commitment: organizations need to ensure all people engaged with the brand have complete motivation and dedication in order for it to succeed.
- Value: Measurable results need to be created that promote and sustain the brand.
- BCI 5 - BRAND POSITIONING
Positioning
Referred to as a positioning strategy, brand strategy, or a brand positioning statement.
Once a brand has been successfully positioned, it is notoriously difficult to reposition.
Figure 1.14 Week 4 (14/10/2024) Volvo brand positioning.
Volvo positioned itself as a tough safe car and quickly became the number one choice for families. An unintended consequence was that safety had less “sex-appeal” and resulted in an unappealing perception.
"The goal (re: positioning) is to create a unique impression in the customer's mind so that the customer associates something specific and desireable with your brand that is distinct from rest of the marketplace" (Bueno, 2019)
- There are 4 types of positioning :
- Arm wrestling: trying to take on the market leader and beat them at their own game and it is possible if there is a well-established market category with no clear leader. However, it takes lots of money and time (ex, Coke and Pepsi.)
- Big fish, smaller pond: here the focus is on a niche market within a larger market that is being underserved, where there is a larger player who’s not meeting a specific need. The point is the audience has a frame of reference while the down-side is the market leader could match your offer (ex, Maccentric and Mac)
- Reframe the market: this style of brand positioning reframes an existing market in new terms. It makes the benefits highlighted by previous market leaders irrelevant, or frankly, boring. This works if the product/service features innovation or if there is a change in market need/expectation (ex, Apple/Tesla/Pandemic).
- Change the game: is reserved for when there is no market category for what you do. You are the first of your kind and you get to invent your market. The advantage of this strategy is you’ll be the default market leader. The downside, without any major barriers (patents or copyrights) people may be able to copy you and beat you before you have a chance to establish yourself (ex, grab aka MyTeksi).
So how do you determine positioning?
In order to create a position strategy, you must first identify your brands uniqueness and determine what differentiates you from your competition.
How to create a brand positioning statement (Beuno, 2019).
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
INSTRUCTIONS
Figure 2.1 Week 1 (23/09/2024) Module Information Booklet.
Task 1: Breaking Brand
Working as a group, minimally consisting of 4 people, select an existing brand, preferably a large brand with a regional or international presence for analysis. Breaking a brand essentially requires the student to deconstruct a brand.
Outline or framework for us to follow in this task:
Figure 2.2 Week 1 (23/09/2024) Framework for the research & analysis.
Once we formed a team for the project, my group members consisted of Aisya, Lizzie, and Tyra. we deliberated on which big brand for us to analyze. After considering this, we settled on analyzing Pepsi as our chosen brand.
Figure 2.3 Week 1 (23/09/2024) Pepsi logo.
My part in this research is to do the Brand Positioning, Benefits, Pricing, and Distribution. First, we made the draft using Google Docs before each group member finalized it in their own Google slides.
- Breaking Brand - Pdf
Figure 2.4 Week 3 (07/10/2024) Breaking Brand Pepsi doc.
- Breaking Brand - PPT Slides
Figure 2.5 Week 3 (07/10/2024) Breaking Brand Pepsi PPT.
FEEDBACK
Week 1
- General Feedback: For task 1 work as a group for research, each person does the framework. Value is a principle the brand embodies from tailors’ perspectives and the consumer's point of view. Brand's communication strategy: how the brand will evolve, and how it communicates. PPT: the slides have to match the brand's visual, and make sure to have references and credits.
Week 2 & Week 3
- The feedback is for Task 2
REFLECTION
Experience
I always question how a brand I will make for this module would be valued and positioned. This task and lectures has helped me in understanding how I want people to see and perceive the benefits of my brand, not just by the design of the logo.
Observation
I find it interesting that there are so many things as factors on how people see your brand in position. As I've known now, the type of strategies shapes the minds of the target consumers, so does this module teach about the corporate world of branding.
Findings
I learned that there are so many layers in branding. For example, branding can be achieved through its brand identity, and brand identity can be achieved through the visual identity. The visual identity also has so many layers: typography, color palette, and logo design, among other elements.
FURTHER READING
Figure 5.1 Week 1 (23/09/2024) Market segmentation.
Figure 5.2 Week 1 (23/09/2024) Market segmentation.
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