Tuesday, 4 March 2014

STUDY TASK 4: BUILD A BRAND WORKSHOP

Task
Background:

Define your brand:

Review the product or service your business offers, consider the emotive and rational needs and concerns of your customers / consumers. Your brand character should promote your
business, connect with your customer base and differentiate you in the market. Identifying
the core principles of your company can provide the backbone of your brand and what you,
as a company, stand by and adhere to.

When building your brand, think of it as a person:

Your personality determines how you behave in different situations. Of course for people it's
intuitive and it's rare that you even consider what your own character is, but when you're building
a brand it's vital to have that understanding.

Consider what is driving your business:

What does your business believe in, what is its purpose and who are its inspirations. These things
can help establish your emotive brand positioning and inform the identity and character for
brand communications.

Your brand should always use a consistent tone of voice:

It will help reinforce the business’s character and clarify its offering so customers are aware
exactly what to expect from the product or service. Alternatively, aim to make your key
messages work together to build a coherent identity. 
Be aware of your competitors and identify the opportunities and threats to your company.
Who is your target audience?
Branding should be targeted to the demographic that your service is aimed at.
Don’t mimic the look of chains or big brands:
Try and carve out your own distinctive identity. Independent operators can leverage their status to
attract customers who are looking for something more original and authentic, which aligns with
 their own business.

Be innovative, bold and daring – stand for something you believe in:

Big brands are weighed down by layers of bureaucracy, preventing them from being flexible
and reacting to the ever-changing needs of their customers.

Consider your branding when communicating to your customer base.

Workshop Brief:

You will be working as a creative trio for this workshop. Your trios will be drawn up at random.
You will randomly draw out a company or trade that you will have to brand. Treat this as a
start-up business, rather than a rebrand or a re-fresh.

Consider what roles you will be allocating and also consider the time you have on this project.

As part of this task, you will have to digitally create a ‘Brand Guideline’ or ‘Brand Style Guide’ to articulate the driving 
force behind your brand. This will create the structure that you will build from, to and within. Decide what you have to 
design first in order to build your brand. 

This will include, but not limited to:
                                
Concept – Overarching concept, how does this define and focus the brand?
Logo & application – How to use the logo & how not to.
Typography - Font choices, Point sizes, Hierarchy, Number systems, leading, tracking, kerning.
Colour Selection – Linked to your concept of possible.
Layout & Grid – for differing formats and sizes.
Tone of voice
Copy
Web

2. Create a brand map / plan of application / body of work of the products and services your
brand will stretch across (for example & not limited to):

Logo & application
By-lines / straplines
Product, Range and Distribution (methods, application)
Advertising
Audience
Way finding
Invoices and associated stationary
Proposals

You are expected to produce a large digital body of work. If you have managed your time well, you have the option to 
print out if you feel it is necessary. All of this work you produce will be compiled into a slideshow and you will present 
it to the group on Wednesday 5th March. You will present as though you are pitching to a client. You will have a 
maximum of 5minutes per trio to present, so keep it to the point and explain why you have made certain decisions.

We would like to hear your pitch as though you have finished a project for a client, so we will not be focussing in on the
developmental aspect to the project. We want to know the concept, what the brand is, who your audience is, why your 
designs are successful, and brand strategy.

Research:

www.freytaganderson.com
www.freytaganderson.com/work/coolous
victorarraez.com/index.html
madebysawdust.co.uk/
www.neue-werkstatt.net/presse_en.html
www.metadesign.com/clients/berlin-beyond-film-festival
issuu.com/castemelijn/docs/saf_designmanual
massimo-vignelli
http://www.barbican.org.uk/branding/Barbican_Guidelines.pdf

Further information:

This workshop task will be submitted as part of OUGD505. When submitting work, please state what you were responsible 
for and your role within the trio.


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