FdA Graphic Design Y1 Branding & Corporate Image Branding & Corporate Image.

FdA Graphic Design Y1Branding & Corporate Image

Branding & Corporate Image

FdA Graphic Design Y1Branding & Corporate Image

FdA Graphic Design Y1Branding & Corporate Image

“Brands help consumers articulate their personalities”

“Choices are made more easily – either more routinely or more impulsively, seemingly because one object is symbolically more harmonious

with our goals, feelings and self-definitions than another”

Sidney J. Levy (1959, p.120)

“Why has the Toyota Prius enjoyed such success… when most other hybrid modelsstruggle to find buyers? One answer may be that buyers of the Prius want everyone to

know that they are driving a hybrid…more than half the Prius buyers surveyed this spring…said the main reason they purchased their car was that ‘it makes a statement about me’”

Michelle Maynard (2007)

FdA Graphic Design Y1

a feeling

a logo

an identity

a personality

a promise

a relationship between an organisation and consumer

a collection of values

a defining mark

shorthand for a cluster of attributes that provide consumer reassurance

a series of touch points

a company voice

a vision

company’s reputation

Branding & Corporate Image

What is a brand?

FdA Graphic Design Y1Branding & Corporate Image

…so how do we createa brand?

FdA Graphic Design Y1Branding & Corporate Image

It’s all about personality

FdA Graphic Design Y1Branding & Corporate Image

It’s about understandingwhat makes them tick?

FdA Graphic Design Y1Branding & Corporate Image

It’s about understandingwhat makes them tick?

FdA Graphic Design Y1Branding & Corporate Image

It’s about understanding Brand Drivers

FdA Graphic Design Y1Branding & Corporate Image

Brand DriversIt’s about understanding

FdA Graphic Design Y1Branding & Corporate Image

Brand DriversAre a series of descriptive and emotive words that form the foundations by which a brand identity is built upon

FdA Graphic Design Y1Branding & Corporate Image

Brand Drivers encapsulate what a brand stands for…

Philosophy Ambitions Ethos Tone Aspirations Values

FdA Graphic Design Y1Branding & Corporate Image

Brand Drivers

FdA Graphic Design Y1Branding & Corporate Image

Brand DriversBrand EssenceBrand DNA

The belief system of thebrand owner e.g. what they stand for.

A single thought that encapsulates the soul of the brand

+ =

FdA Graphic Design Y1Branding & Corporate Image

Brand Driversare the foundations of a brand identity strategy

FdA Graphic Design Y1Branding & Corporate Image

Task 1Watch the following film and write down any brand driver keywords that you think are apparent.

FdA Graphic Design Y1Branding & Corporate Image

Joy Focus Feel Love Delight Connection

Surprise Simplify Enhance Touch Focus Choice

FdA Graphic Design Y1Branding & Corporate Image

Joy Feel Love Delight

EnhanceSurprise Touch

Focus Connection

Simplify Focus Choice

FdA Graphic Design Y1Branding & Corporate Image

Task 2Produce quick response drawings that visualise the brand drivers that you have identified from the apple film.

Your drawings should be on A4 paper and be black & white only.

Make one drawing per page. But you can visualise a brand driver more than once.

FdA Graphic Design Y1Branding & Corporate Image

Brand design is a process of creating a distinct identity and personality in order to communicate and promote an organisation, person, product or service. Because the term ‘brand’ itself refers to a very broad range of attributes.

This identity goes way beyond the purely visual.