PROJECT
Breaking Brand/ Brand Research
28/08/20 - 11/09/20 (Week 1 - Week 3)
We were grouped for our first project which required us to choose a brand that we wanted to use for our brand research. We will need to do a research about the brand profile which consist of the description of the brand, brand value, brand positioning, and unique selling proposition.
We will then have to continue with an expanded brand profile which consists of the description, benefits, target market/ audience, competitive differentiation, pricing, distribution, brand's positioning statement, brand's voice and brand's communication strategy.
Initially, my group chose Pestle and Mortar which is a local streetwear brand. It was a bit difficult to find information about them because they are quite a small business, so we had to change it. We decided on changing to Maggi, a worldwide brand known for it's instant foods.
My group searched for any relevant and brand-related articles and content on Maggi, which we then linked in a Google Doc so all of us can access it and add-on easily.
Below is our research progress:
Fig. 1.1 Breaking Brand - Progress
We split the work and went through each link to extract any relevant information for our brand research.
This is our 1st attempt:
Fig. 1.2 Breaking Brand - Attempt 1
We then had to summarise and condense the information so that it stays relevant and specific to each section of the brand profile. I decided to include images of the brand and format it a bit for the final submission.
Final submission PDF:
Fig. 1.3 Breaking Brand - Final Submission PDF
FEEDBACK
Week 1:
General feedback: The sample brand profile file should not be embedded into our blogs.
Specific feedback: No feedback.
Week 2:
General feedback: We should finish up this project by next week so we can proceed to project 2.
Specific feedback: My group should divide the work into sections and separate the sections among ourselves, extract the info then finally summarise. We should also include Nestle in our brand profile since it is the head brand of Maggi. Include some examples of Maggi products, not only instant noodles but also other products from their brand.
Week 3:
General feedback: Absent.
Specific feedback: Absent.
REFLECTION
Experience: Week 1 (28/08/20); The first time being back on campus after a long time felt so different than having class at home. Week 2 (04/09/20); I felt like the brand profile was a bit tricky to put the info in the right sections, especially in the sections which seem similar with each other. Week 3 (11/09/20); Absent.
Observation: Week 1 (28/08/20); I noticed that we already had a lot to expect from this module from the first class itself. Week 2 (04/09/20); I think other groups had done their work quite fast and mine was a bit behind. Week 3 (11/09/20); Absent.
Findings: Week 1 (28/08/20); Branding is a totally new subject to me and I'm curious to learn about it. Week 2 (04/09/20); Although finding existing brand profiles is a bit hard, doing a lot of research will help our brand profile look more professional and similar to a real brand profile. Week 3 (11/09/20); Absent.
FURTHER READING
Brand Guide Handbook: How to Build a Powerful Brand Visual Idenity in 10 Steps by Visme
28/08/20 - 11/09/20 (Week 1 - Week 3)
Brand is so much more than a logo. In developing a brand and a visual identity for an organisation, you are responsible for the narrative and story of why the brand exists and the purpose behind it. This guide shows 10 steps on how to build a better brand identity.
1. Know yourself and your brand
-why your organisation started, how is it different from other companies in the market?
-mapping out customer personas and getting to know them and what their needs are
2. Construct your brand narrative
-a brand narrative is a statement that explains the driving force behind the company
-start with the concept of 'WHY' to help unify your brand identity with this brand guide
3. Think of brand assets as an ecosystem
- a lot of people think of brand assets (logos, fonts, colours, types of imagery, use of icons, etc) more as isolated components
-the role of a brand strategist is to see them as a part of a larger picture of the overall brand, like furniture within an interior design.
4. Choose the right typography
-typography has such a strong link to personality and can be such a fun stage of the branding process
-we go over the basic categories of typefacesm with links to some great suggested font pairings
5. Design your logo in black and white
- sometimes the most intimidating piece of the initial branding package is the logo
-start in black and white so you don't become biased by colour
6. Identify your colour palette
-go over basic colour psychology theory and which brands are using them, and then discuss a few tools and guidelines to help you get going
7. Accessibility text everything
- colour selection, contrast ratios, colour blindness awareness, dubbing of video content, etc.
-brand teams need to be aware so that they can create a brand that is also accessible
8. The brand book PDF is dead
-a web-based, dynamic brand portal filled with up-to-date assets and tools that all employees can access on a regular basis.
9. Break down the silos: bring on the design system!
-a combination of brand guidelines and development components (app/product UX) would help connect the brand's look and feel
10. Templates & communication: DIY doesn't mean going rogue
- internal communication to employees about brand is a key part of implementation strategy.
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