28.11.2024 - 29.11.2024 | Week 6 - Week 10
Maisarah binti Mohd Sufian | 0358458
Brand Corporate Identity | Bachelor of Design (Hons) in Creative Media
Task 3: Positioning & Identity
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LECTURES
Previous lectures can be found here:
Week 6 - Positioning
Brand Positioning = the process of positioning your brand in the mind of your customers.
- Aka positioning strategy, brand strategy or brand positioning statement
Different styles of positioning (Willis, 2017):
1. Arm Wrestling
- trying to take on the market leader and beat them at their own game. Possible if there is a well established market category with no clear leader but it takes lots of time and money. E.g. Coke and Pepsi
2. Big fish, smaller pond
- Focus is on a niche market within a larger market that is being underserved, where there is a larger player who's not meeting a specific need.
3. Reframe the market
- Reframes an existing market in new terms, makes the benefits highlighted by previous market leaders irrelevant. Works if the product/service features innovation or there is a change in market need.
4. Change the game
- Reserved for when there is no market category for what you do, you are the first of your kind and you get to invent your market.
Determining Positioning
- To create a positioning strategy, you must first identify your brand's uniqueness and determine what differentiates you from competition.
Positioning = a strategic process that marketers use to determine the place or "niche" an offering should occupy in a given market.
Differentiation = the process companies use to make a product or service stand out from its competitors.
Greg Gall would ask 3 questions (Neumier, 2003):
1. Who are you?
2. What do you do?
3. Why does it matter?
If you can answer these, you have a brand.
7 Key Steps to Effectively Clarify Your Positioning in the Marketplace (Bueno, 2019):
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare your positioning to your competitors to identify your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement
How to create a brand positioning statement (Bueno, 2019):
1. Target Customer
- What is the concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal and attract?
2. Market Definition
- What category is your brand competing in and in what context does your brand have relevance to your customers?
3. Brand Promise
- What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
4. Reason to Believe
- What is the most compelling evidence that your brand delivers on its brand promise?
Craft your positioning statement:
For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].
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TASK 3 - Positioning & Identity
Instructions
For this task, we are required to create a brand positioning and expand on our previous identity system.
Brand Positioning
First, I wrote down everything I wanted to include in my brand positioning statement.
Application
I then proceeded to move on to my brand application for corporate stationery, collaterals, digital presence and environmental graphics.
I compiled some references and made some sketches.
I wanted to keep that almost minimal but still having some bold and eye-catching elements look.
I moved on to working on the mockups. For my collaterals, I chose to do a teeth impression kit, care kit bag, paper bag and store menu.
Final Mockups
Corporate Stationery
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| Namecard and Invoice |
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| Letterhead |
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| Envelope |
Collaterals
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| Teeth Impression Kit Box |
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| Paper Bag and Care Kit Bag |
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| Store Menu |
Digital Presence
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| Website Landing Page and IG Page |
Environmental Graphics
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| Signage and Poster |
Slides
Finally I worked on my slides for my Brand Positioning Statement.
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FEEDBACK
Week 7:
Absent
Week 8:
ILW
Week 9:
Letterhead - the logo can be more subtle, can recreate the embossing in the namecard
Envelope - front and back, black envelope nice but not ideal, just be sure to include a space to write the address. include the full logo, address, contact details etc.
Invoice - just work on the visual hierarchy, maintain emphasis on the “thank you”, the “total due” can be pushed back. leading and alignment needs a bit of work, but overall it’s there.
Collaterals - more ideas:- care packages, menu, paper bag
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REFLECTION
Experience
I was only able to attend one feedback session, which was because I am definitely not built for 8am classes and I was just so tired due to my previous events. However, the one feedback session I had with Ms. Lilian really helped me with deciding what direction I wanted to go in for my application and I was able to further expand and envision what my brand would be. I wanted it to be almost plain, yet bold so that my clients would have enough room for their own vision and opinions on what kind of piece they wanted. I feel like my brand positioning could have reflected that more but oh well, this is the time for me to learn and I definitely did learn a lot for what I could improve on in the future if I ever do decide to start my own brand.
Observation
Creating my brand positioning was a start for me, and I did use ChatGPT to help me kick start some ideas for me to expand on and I chose what I wanted for my brand. Overall, the message is there but I do regret not referring to the recorded lectures more, as maybe if I had just put in more time to watch the carefully and take in the information I would not have made it more complicated than it actually is. I also realised how hard it is to find suitable mockups for my brand because I didn't really like those mockups with backgrounds and it is surprisingly hard to find just plain ones. I definitely enhanced my skill in creating mockups and have an idea to just create my own ones in the future.
Findings
Through the recorded lectures, I noticed that creating a brand is relatively quite simple, and there is already a formula to how it should be done. Looking back now the lectures were really informative, and I probably should have referred to them more. It is also not easy to create a brand in 14 weeks while you have other projects and assignments going on, but for my first I think I did the best that I could with the time given.
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