Week One_Branding
What is Brand?
A brand is a promise of satisfaction
A brand is usually created around a product or service and is the combination of visual components alongside a narrative, sometimes invented and sometimes organic. This can comprise of logo, colour, styling, product, packaging and environmental design, advertising, tone of voice, approach to customer service.
The role of a brand is to create aspiration. A desire to have, use, or be associated with the product, person, or service being promoted.
Brand Case Study Presentations:
Analysis of 2 companies on the following aspects of their brand -
Positioning - How they compare to other products and services within their field.
Storytelling - What is the narrative they use to create a relationship with their customers. Something to make the product more than the sum of it's parts, this could be a lifestyle, a concept, a community or just build trust.
Design - This includes all aspects; marketing, product, packaging and concept.
Price - Similarly to positioning, this aspect allows the company to pitch their products or services against competitors.
Customer Relationship - The opportunity to create loyalty to a brand, through support, communication and after care.
1.Richer Sounds
2. Aston Martin
Creating a Brand: Genderless Beauty
Create a new brand, include:
The product name.
The brand promise/proposition/core values/mission statement
Brand positioning
Target demographic groups
Brand Story/back story
How will your product be packaged? – visual styling?
Stroke of Mercy comes from the an exploration into words that describe beauty. The term 'knockout' is used for exceptional good looks, but is also a term in boxing. A synonym for this is 'coup de grâce' which directly translates as Stroke of Mercy. The word stroke could also relate to a make up brush stroke, which creates a poetic circle for me.
The USP for this product comes with its core values to be vegan and cruelty free. An ethical brand that produces sustainable, eco conscious, non destructive beauty products, that are for everyone.
I don't think I reached a satisfactory outcome with this mini brief, it has the start of a good idea, but I feel more work needed to be done around the colour palette and how that interacted with the recycled, unbleached packaging. I also felt the almond shape behind the logo type was somewhat naive and the look could be more sophisticated without it. My mock-up packaging was pretty awful (Incorrect perspective and design not wrapping round). This was all due to short turnaround time .