Yesterday was our first day back to University and first day of being a Level 5 student. We were introduced to our first project for this term, BrandWorld: Company Branding.
We, as the designers, need to be able to put ourselves into the shoes of both the client and the designer. We need to remember that we are sat in the middle, between the client at the front side, and the audience on the other end.
I have not previously done a lot of work on branding so I found it really interesting looking so deeply into what branding is. We looked at what I would have thought were just the simple basics, such as what branding is and why we use branding, but it was much more perplexing than I had originally imagined.
What is a brand?
A brand is a logo. A brand is not just a logo! A brand is made up of six key elements, including identity, values, attitude, behaviour, aspiration and personality. Each of these areas play an important part in the brand and are extremely important to the designer if they want to create and develop their client’s brand suitably to the client’s wishes.
The brand’s values – These are key to getting a client’s brand designed right. They are a list of words that describe how the product/service want to be perceived by their target audience. For example, a company’s values could be, “sophisticated, luxurious, feminine”, “young, fresh, friendly” or “traditional, established, quality”.
The brand’s personality – This describes the impression that the product/service want their brand to be perceived by their target audience. Developing a brand personality makes it easier to create other aspects of the business.
The brand’s identity – This includes everything from the company’s logo and their name, right up to the images they use and the main key colour.
Why create a brand?
There are many reasons why creating a brand for your company/service is a great idea. Some of the reasons we looked at today included:
- Branding creates a valuable asset
- Branding adds value
- Branding makes your product/service more visible
- Branding builds reputation
- Branding provides a sense of customer security
- Branding can create an emotional attachment to products and companies, also known as, brand loyalty
This week we are acting as clients.
The first step is to create a product/service, which I will eventually be handing over to one of my peers, for them to then design it a brand. The service that I was designated earlier today was a cocktail bar.
Before jumping straight in, I need to investigate! There is first some research that I will need to carry out in order to be able to create a professional and realistic service. My research is to include: finding out about the type of work involved; the equipment and materials used; the history of cocktails and variations; finding who my main competitors are. We have been asked to use our research to come up with three main things: a name for our brand, five brand values and our brand’s backstory.
In the lecture today with Ian, we looked at how you can name your brand. There are so many different types of brand names and often, brand’s name their companies with a deeper meaning that someone may not actually realise without being told or looking into it. We looked at a wide range of brand name types today, with example of each to go alongside them.
Type of brand name:
- Descriptive names (e.g. ToysЯUs, Pizza Hut, British Airways)
- Acronyms (e.g. BBC [British Broadcasting Corporation], IKEA [Ingvar Kamprad Elmtaryd Agunnaryd – the founders first and second name, followed by the farm where he grew up and then his hometown in Sweden])
- Associative names (e.g. Twitter [associated with twittering/chattering as birds would], Google [a play on the word “googol”, a mathematical term for the number 1 followed by 100 zeros, associated with the amount of search choices one can make on the Google search engine])
- Evocative names (e.g. Innocent [smoothies], GoApe [outdoor adventure activity centre])
- Invented names (e.g. Kodak, Aviva)
- Founder names (e.g. Disney [Walt Disney], Adidas [Adolf “Adi” Dassler], Barclays [James Barclay])
- Place Names (e.g. Fujifilm [Japan], Evian [mineral water from Évian-les-Bains in the French Alps])
- Esoteric names [no connection to product or service] (e.g. Tango, Egg [a bank])
- Latin, Greek and Mythological names (e.g. Nike [the Greek Goddess of Victory], Volvo [meaning “I roam” in Latin], Ambrosia [meaning “food of the Gods” in Latin])
- Heritage names (e.g. Scottish Widows [an investment service company that started out originally by securing supplies for Scottish widows])