First day back and straight into the work. We were presented by a presentation on branding and the various principles that consists within the designing of a brand. In the talk, we discovered that branding is made up of three links which are, Identity, Marketing and the Product. To explore these links, we looked at numerous lip gloss brands and by studying the product we can identify and see where the product is situated within the market of the product.
The Nivea lip balm has a quite or muted identity which makes identity of the product more sophisticated and aimed at an older or an adult product. But with other products such as lip balm products that were sweet flavoured or had a coloured identity it gave the product a friendlier and playful attraction which would be aimed in the market for children. We were then asked to put the lip balms into a list from most expensive to the cheapest. This showed that the most expensive lip balms had brands that were design with more care to match the quality of the product and showed that how these values make create an identity that suited the product throughout its market.
After discussing the lip balms our next challenge was to be teamed up into three and do some research to find a company brand that has more than one market or grown as a worldwide company. In my group we went for Tesco, a big company which has grown over years into a one stop shop where you can not only get food you can also get technology products, banking, mobile contracts, garage, Opticians and Tesco’s own branded products from food to stationary. The values of Tesco’s brand is broadness, value and quality but also the brand iconic colours of red, blue and white presents the company has a strong British firm that gives to the society to various target audiences.
Following this one day workshop we had another discussion talking about what we need to consider when it comes to create a successful brand. From last year we were taught about typography and how important it is to choose a suitable typeface. A typeface can create appeal bring people to the company but also type can work with other strategies such as colours. EASY JET they use orange for their products, which makes everyone recognise their brand. One of the most important things of creating a successful brand is to make a recognisable logo for the company such as Apple they have a very recognisable logo for their company brand and they use clean cut identity when it come to the design of the packaging. Car companies also have the iconic badge/logo to attract the buyers, like the most expensive cars such as Mercedes, Rolls Royce and Aston Martin their logo as a brand is well known because the quality of the design in the logo and brand brings a mature and wealthy identity to the product.
For the next week, we have been tasked to do 100 ideas of our own logo which you would be used on your portfolio after graduating. So, the logo should be expressive, stands out and should show your personality and what do you believe in when designing. From what we learnt there are many factors to consider when designing a brand and how to make it stand out from many other portfolios.
The task and the knowledge I have picked up from this workshop has taught that branding is a very important communicator between product and consumer. But also, the brand is so important that if the consumer isn’t attracted or interested with the brand then the product will fall, the success of a company is all down to the identity. The task looking into Tesco and other companies such as EASYJET shows that branding is how companies advertise themselves and giving an idea of the type of product they are selling to the consumers. Focusing on different companies like these two makes it clear how different strategies can increase value for a company. Both companies have different strategies like Tesco has a friendly identity with its Dalton Maag Typeface logo which creates a plain but also powerful appeal to consumers and its very recognisable like EASYJET but unlike Tesco the one of the first things people would describe EASYJET is the orange colour which is shown across the world with their hotels and airlines.