PBL Task 4 : Brand identity and image

PBL Task 4 : Brand identity and image

Discussion

A suggestion for the problem was thrown in right off the bat, which made the progress slightly faster than usual and the team quickly decided the problem to had for the time being and moved on to brainstorming.

Problem : How to create a strong brand identity and image ?

Learning objectives

1.    The difference between brand identity and brand image.

2.    How to design a brand identity?

-       Brand identity models

-       How to communicate the identity to the customers ?

1. The difference between brand image and brand identity ?

- Brand image is the general impression of a product held by real or potential consumers. It's developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.

- Brand identity  is the visible elements of abrand (such as colors, design, logotype, name and symbol) that together identify and distinguish the brand in the consumer's mind.

The brand's Image is the 'personality' of the brand how it is viewed in the marketplace and by consumers. The Brand Identity is the 'internal' view of the brand how the marketer perceives and communicates the brand's image to the market place and how the marketer wants the brand to be perceived. A successful brand image is therefore one that matches the brand identity.


2. How to design a brand identity?

-       Brand identity models

-       How to communicate the identity to  the customers ?

1.   

1.    Work with a brief

A brief that's drawn up from a clear brand strategy enables both parties to rationalise the design decisions.

2.    Do your research

Understand the personality of the brand - its history, function and the ethos behind it all.

3.    Gauge their expectations

It can be a valuable exercise to ask clients to do their own exploration into finding references for their branding: you'll soon see what they like.

4.    Check the competition

Look at the colours, typefaces and visual styles used by rivals, and then create something truly unique, positioned away from them all. Think of the varied uses, colours and sizes of your design. Then stand back and consider it with your client hat on.

5.    Don't ignore the client

No matter how much experience you have, the client knows the product better than you ever will. Rushing in with a set of en vogue visuals might get you praise from your peers, but could be off-kilter with your client's expectations and what's best for the brand.

 

http://www.businessdictionary.com/definition/brand-image.html
https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity
https://www.linkedin.com/today/post/article/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference
http://designingbrandidentity.info/ 
http://www.creativebloq.com/branding/create-brand-identity-1233282

Designing Brand Identity: An Essential Guide for the Whole Branding Team Hardcover – November 6, 2012

by Alina Wheeler

PBL Task 3 : Visual brand identity

The trigger of the third PBL session was about a website, whose link is :

https://www.behance.net/gallery/4610187/Case-Study-Steep-This-Visual-IdentityBranding

After reading the link given, there was a brief discussion concerning issue-specific obscurities. In general, the team agreed that for a company the visual brand identity is really important but we need to understand the way it work : the process, the components and all the aspects whose affect customers. 

Anne Korkeamäki, our tutor, advised us to emphasize the importance of cultural and emotional visual brand identity.

In conclusion, the main problem is:

        Problem       How to create effective visual identity ?

      Learning objectives

-       What are the process and the components to make a visual brand identity ?

-       What are the aspects of visual brand identity that affect the customer ?

o Emotional staff

o Culture

o Symbols

o Colors

The visual identity is the set of elements of the existence of the brand.

    

These elements are :  

- a name

- a graphic design

-  positioning 

- values ​​and ethics 

- a choice of channels  

- line of communication.
 

The brand is endowed with an identity that will enable him to become known and then be recognized for that identity.

These elements are more powerful, coherent and complementary to each other, the more the brand is strong.

 
The visual identity is the set of graphic signs (colors, shapes, words) that symbolize the company. It is distributed through various communication media (eg business cards, newspapers, websites).

 
 

As such, it serves to distinguish yourself from your competitors. The best-known form is the logo. The visual identity concerned primarily an advertising function: it conveys the image of your company, its services and its possible values.

The qualities of the dress are:

 
- Simplicity and clarity: visual identity must be identifiable (and memorable) in one second.
- Representation: it refers explicitly to your industry.
- Consistency: visual identity will be the same on all distribution media used.
- Difference: it is unique and must distinguish your business from other market players.

 

The elements of the visual identity are:  

- the brand name, slogan 

- logo  

- color 

- font  

- font size.

To create a visual identity must:

1. Select the right people
To this can be called a communication agency. It is important to do a thorough diagnosis (market positioning, target communication, etc.) before creating your visual identity.

 
2. Develop a communication problem
For this, it is useful to observe the positioning of your company in the market and take into account new trends. In other words, the choice of logo to coincide with your business venture.

 
3.Choose a target audience
The visual identity is for all those with whom you communicate. Not all will be receptive to the same type of logo, colors, etc.

 

     4. Choosing the right distribution medium
Your visual identity can be broken down into as many conceivable media: flyers, press releases, business card, website, logo, billboard, packaging (visual audit), commercial vehicles. To select the most appropriate support, you must take into account the above two factors: the target audience and the nature of your communication.

To conclude the keys aspects of visual brand identity are :

- Choose the right brand name

- Create a consistent visual style

- Developp a compelling logo

- Pay attention to color, symbols

- Select appropriate typography

http://www.e-marketing.fr/Definitions-Glossaire-Marketing/Identite-de-marque-5694.htm

 http://www.dunod.com/document/9782100589784/Feuilletage.pdf

 http://justcreative.com/2012/09/11/branding-tips/

 https://www.waveapps.com/blog/visual-brand-identity-design/