Brand Corporate Identity - Task 2
Brand Corporate Identity - Task 2
Lecture
Brand Ideals
A brand is a person's feeling about a product or a company. When consumers choose a brand, they can distinguish these products from other products.
“A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell. According to Stengel, “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 bring engagement, and guide and strengthen you to have a better connection with your target consumers. Brand value can guide you to maintain the right direction in the market and keep the core values of the brand fixed and stable. Brand values It is what can truly transform your relationship with your customers. Good brand value cases work because they reflect the ideology of the consumer, and they are passionate about the business.
“A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell.”
Ideals are essential in the creation and design process, and they require the following:
Being an articulate and passionate leader is the foundation of a good brand. Insist on achieving what they think is possible. It is important to listen face to face, to take the time to share your bold dreams, so that people can understand the power of symbols.
Meaning
Meaning is rarely immediately apparent, but rather evolves over time. Designers can translate meaning through unique visual forms and expressions. The meaning of this transformation needs to be explained clearly so that it can be understood, communicated and recognized. All elements of a brand identity system should have a framework that represents meaning and logic.
Authenticity
Differentiation
Brands not only compete with each other in their business categories, but to some extent with all the brands competing for our attention, attention, and loyalty. The world is full of choices, so why should consumers choose one brand over another? It's not enough to just be different, brands need to show that difference and make it easy for customers to understand what makes them unique.
Brands not only compete with each other in their business categories, but to some extent with all the brands competing for our attention, attention, and loyalty. The world is full of choices, so why should consumers choose one brand over another? It's not enough to just be different, brands need to show that difference and make it easy for customers to understand what makes them unique.
Sustainability
Brands are transmitters of trust. Our institutions, technology, science, lifestyles and vocabulary are constantly changing. Consumers should feel comfortable with a recognizable and familiar trademark. The sustainability of the brand is achieved through long-term adherence to the value of the core concept. Brands need to be able to transcend change.
Coherence
Whether a customer is using a product, talking to a service representative, or buying on an iPhone, the brand should feel familiar. Consistency ensures that all elements come together in an ideal way to build trust, foster loyalty and keep customers happy. The brand identity system is visually and structurally unified, based on a coherent brand architecture, using specially designed colors, fonts and formats. This identity system helps companies achieve instant recognition across a variety of media and supports brand attributes.
Flexibility
Innovation requires a brand to be flexible, and a brand that is open to change needs a flexible brand identity system. Flexibility allows brands to quickly seize new opportunities in the market. The Brand Identity toolkit encourages creativity within certain parameters while maintaining brand identity. A carefully crafted balance between control and creation enables brands to adhere to identity standards while achieving specific marketing goals.
Commitment
A brand is an asset that needs to be protected, maintained and nurtured.
Active management: Active brand management requires top-down command and bottom-up understanding. Building, protecting and enhancing a brand requires a desire and disciplined approach to ensure brand integrity and relevance. Continuous management, dynamic adherence to core concepts, monitoring standards, and providing the tools an organization needs are key to maintaining brand equity.
Value
The biggest goal of most organizations is to create value. The pursuit of sustainability expands the value conversation with consumers. The new business model is a combination of social responsibility, environmental awareness and profitability. A brand is an intangible asset in which brand identity maintains that value.
Brand positioning is the process of positioning a brand in the minds of customers, also known as a positioning strategy, brand strategy, or brand positioning statement. Willis distinguishes between strategy and positioning, arguing that strategy is a long-term plan that influences the positioning of a brand. Strategy is like mapping, while positioning is about determining location and destination.
Positioning is going to occur whether clients like it or not, the question is, whether they'd like a hand in positively shaping it in the minds of the target audience. Most do.
4 different positioning strategies:
Arm Wrestling：
Challenge market leaders and beat them on their home turf. This is possible in established markets with no clear leader. However, this requires a lot of money and time.
Focus on an overlooked market segment where there is often a larger market leader that is not meeting a specific need. The advantage is that the target audience has a frame of reference, but the disadvantage is that the market leader is likely to match your product or service.
Reframe the market：
Redefine the market and redefine the existing market in new terms. It makes the advantages previously emphasized by market leaders irrelevant and even tedious. This positioning applies when the product/service is innovative, or when market needs/expectations change.
Change the game：
Changing the rules of the game for situations where there is no market category. You are the first unique being that can create your own market.
So how do you determine positioning?
In order to create a position strategy, you must first identify your brand's uniqueness and determine what differentiates you from your competition.
I can try to answer these three questions:
- Who are you?
- What do you do?
- Why does it matter?
According to Bueno (2019) There are 7 key steps to effectively clarify your positioning in the marketplace:
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Understand how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement
- Test the efficacy of your brand positioning statement
There are four essential elements of a best-in-class positing statement:
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?
Market Definition:
What category is your brand competing in and in what context does your brand have relevance to your customers?
Brand Promise:
What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
Reason to Believe:
What is the compelling evidence that your brand delivers on its brand promise?
Task 2A: Logo Research & Analysis
Task 2B: Logo Creation
Mind map
Figure:1.1 ：Mind mapping for brands
Figure:1.2 ：Mind mapping for brands
Figure:1.3 ：Mind mapping for brands
Personal brand design
Figure:1.4 ：Phase I product trademark draft
At the end of the third week, my instructor told me that I needed to add some product drafts in order to get better feedback in the fourth week of the course to ensure the final digitalization decision.
Figure:1.5 ：Below is a draft of the new addition
Figure:1.6 ：Below is a draft of the new addition
Logo Digitalization
My two kinds of logo designs are synthesized by combining different fruit slices into the shape of a fruit or drink cup. Using various fruit slices can reflect the rich variety of products and highlight the various combinations and matches of products.
Figure:1.7 ：Digital logo 1
Figure:1.8 ：Digital logo 2
Brand Guidelines
Gif
Final format
Because of the loss of the source file, I rearranged the pdf format of this logo, corrected some errors pointed out by the lecturer and modified the minimum size of the logo.
FEEDBACK
WEEK4
Combine two different drafts or try changing some shapes to make the logo look more complete.
WEEK5
Reducing some elements in the logo can make the logo look less cluttered, and adjusting some lines and shapes can make the logo look more complete and more coordinated.
WEEK6
The opposite side of the logo is wrong, there are still many parts that need to be adjusted, and the space design of the logo is omitted.
REFLECTION
This task allowed me to learn a lot about the rules and techniques of logo design. I never thought that I could design my own logo before, because of language problems, I often did not know what to do and made mistakes. However, Ms. Lilian was patient and explained a lot of things, and provided me with some professional opinions and opinions.
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