Brand Corporate Identity - Task 1

 

Week 1 -Week 3
Tai Tong En / 0363164
Brand Corporate Identity / Bachelor of  Design (Hon) in Creative Design 
Task 1 : Breaking Brand

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INSTRUCTION

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Lectures

Lecture 1: Introduction

Brand Corporate Identity focuses on maintaining a brand's visual integrity. This module introduces students to the fundamentals of identity design and the effective use of symbols in visual communication.

"A symbol is a mark, sign, or word that indicates, signifies, or represents an idea, object, or relationship."

This module aims to introduce students to the basics of identity design, covering the analysis of established brands and mastering the processes involved in brand creation.

Lecture 2: Brand

The term 'brand' often causes confusion. While many brand and marketing experts, as well as senior designers, have a basic understanding of what a brand entails, many designers may still find themselves perplexed.

What is a Brand Identity?

Brand identity often refers to the "gut instinct" or the image and messaging associated with a product, service, organization, or person. While this gut feeling is one aspect, the other crucial element is its 'visual identity.' Visual identity helps manage the message, image, or gut feeling. Brand identity encompasses all elements a company creates to portray the right image to its customers.

What is Branding?

"Branding is the process of giving meaning to a specific organization, company, products, or services by actively creating and shaping a brand in consumers' 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."

Branding can be achieved through:

- Brand definition: purpose, values, promise

- Brand positioning statement: what your brand does, who your target is, etc.

- Brand identity: name, tone of voice, visual identity design (logo design, color palette, typography)

- 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

Benefits of Branding:

- Helps to stand out in a saturated market

- Gives you credibility

- Allows you to charge what you are worth

- Leads to customer loyalty

- Encourages returning customers and referrals

- Ensures consistency

- Attracts your ideal clients

- Saves money and time

- Boosts confidence in your business

- Facilitates the introduction of new products/services

- Provides a clear strategy for moving forward

What is a Designer's Role in Branding?

Designers are part of a larger network of individuals collaborating to give voice and form to the brand. There can be no brand without the skill sets a designer brings to the table. The visual identity that a designer creates constitutes the face of the brand.

A designer's role is to give form to the content, strategy, and messaging. This involves researching the client's history, understanding the target market, and developing a trademark.

To ensure message consistency, a 'design program' is necessary. This program ensures that a visual identity is developed coherently and cohesively across the organization's or person's products and services.

Lecture 3: Types of Marks

Term: Logo

The term 'logo' is short for logotype. It became popular because it sounded cool, but often what people mean is a trademark, whether it's a logo, symbol, monogram, emblem, or other graphic devices.

A logo is commonly understood to be a symbol made up of text and images that identifies a business, service, product, or person.

Task 1 : Breaking Brand

I form a group with Meng Zi Hui, Nadharah and Myra and we deicide to study with Netflix.

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Progression

My teams and I worked together utilizing a shared Google Doc to finish Task 1. To make sure every section is adequately covered, we divide the task. Section A: Brand Profile (2.brand value, 2.1 retailer’s perspective, 2.1 customer’s perspective) and Section B: Expanded Brand Profile (2.benefits) were among the crucial portions I was tasked with finishing. 

My Part is: 

A. Brand Profile

2. Brand Value 

Netflix's value proposition focuses on providing engaging and fun digital content conveniently. Once you subscribe to Netflix, you can stream on-demand content without ad interruptions.

2.1 Retailer’s Perspective

Retailers view Netflix as a market disruptor that revolutionised the entertainment sector by moving customers away from physical media purchases and toward on-demand streaming. Retailers see Netflix's global reach and subscription model as outstanding, providing a model for future success. While some traditional stores view Netflix as a danger to their business, others see joint venture potential through co-branded or merchandised products associated with Netflix original series. All things considered, Netflix affects customer behaviour and offers shops both new business opportunities and problems.

2.2 Customer’s Perspective

Netflix is viewed as an extremely individualised and convenient streaming service. Its customised content recommendations, excellent original series and movies, and adaptability of on-demand viewing across many platforms are important components. Its attractiveness is further enhanced by the ad-free experience and diverse worldwide content. Furthermore, Netflix's active social media presence enhances its relationship with users and establishes it as a preferred entertainment platform.

B. Expanded Brand Profile

2. Benefits

Large content library: Netflix provides a vast selection of films, TV series, documentaries, and original works. Users have a plethora of entertainment options thanks to these comprehensive selections.

Original contents: Netflix is producing an increasing amount of original television shows, films, and documentaries that are referred to as "Netflix Originals." These original works have garnered positive feedback and enhance the platform's distinctive features.

On-demand streaming: Netflix subscribers get unlimited access to content and can watch it whenever they choose. Those who want to view movies or television series at their own pace may find this flexibility convenient.

Multi-devices access: PCs, tablets, smartphones, smart TVs, and more may all be used to access the streaming service. Switching between devices is effortless for users, improving their watching experience.

Offline viewing: Netflix subscribers have the option to download specific movies and series for offline viewing. When travelling or in other situations where there is no internet connection, this capability comes in handy for users.

Personalised recommendations: Netflix provides viewers with individualised recommendations by utilising algorithms to examine their viewing behaviour. By doing this, individuals can find new information according to their interests.

AD-FREE: Depending on the package, Netflix is available without advertisements for a continuous watching experience. There won't be any commercial breaks when streaming content for users.

Global accessibility: Netflix caters to a sizable global audience because it is accessible in several nations. Users can take advantage of a wide range of information from many cultures thanks to its worldwide reach.

Submission

 Breaking Brand Final.TASK 1

Task 1 - Brand Corporate Identity Slide

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Feedback

Week 1

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Week 2

I have to catch up on the progress because I missed week one. Next week, I'll update my progress on assignment 2, which includes selecting a career, creating a mind map, and creating a logo for the brand I choose.

Week 3

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Week 4

Since I decided to work in a light cuisine café, I had to consider my brand's audience when creating the logo. Therefore, as mascots tend to draw younger individuals, it is not advised to utilise them.

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Reflection

Through this task, I’ve developed a much deeper understanding of the essential elements that contribute to building a successful brand. Prior to this experience, I didn’t fully recognize the significance of defining aspects like brand positioning, identity, and strategy. Now, I clearly see how these components work together to create a unified brand presence. This process has also given me a solid foundation for developing a brand identity for my own projects. I feel more confident approaching brand development, knowing the specific steps involved in creating a strong, impactful brand.

Additionally, exploring marketing strategies has been both enlightening and rewarding. Since I hadn’t previously delved into marketing in great depth, this task provided a new perspective on how critical marketing is in shaping a brand’s success. I now have a clearer understanding of how to effectively position and communicate a brand across various channels. This experience has made me appreciate the level of detail and planning that goes into every aspect of brand communication, from the visual design to customer interactions. Overall, this task has enhanced my confidence in applying these concepts to my own branding projects and has provided me with a comprehensive foundation to move forward.