Brand Corporate Identity- Task 3: Positioning and Identity

on

31/5/2023- 14/6/2023 / Week 8 - Week 10
Chuah Kwai Pin / 0348376
Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University 
Task 3: Positioning and Identity 

INSTRUCTIONS


LECTURES

Lectures have been completed in Task 1 and Task 2.

TASKS

  • Create brand positioning statement slides consisting of brand profiles, logo systems, and applications
  • Applications must be under 4 categories: brand corporate identity, digital presence, environmental and collaterals.
Brand Positioning Statement

Fig.1.1 Screenshot of positioning slides

To begin with my slides, I chose a template that represents my brand well and changed the colours according to my brand colour palette. 

Fig.1.2 Screenshot of contents page

I then laid out the contents of my slides, covering the different subpoints listed under each section. Altogether, there are 32 pages in the brand positioning slides.

Fig.1.3 Screenshot of all the slides


Applications

For my brand applications, we are required to design under 4 categories including:
  1. Corporate Stationery
    • Business card
    • Invoice
    • Letterhead
    • Envelope
  2. Digital Presence
    • Website
    • Social Media
  3. Environmental
    • Interior and Exterior decoration
    • Subway poster advertisements
  4. Collaterals
    • ID Card
    • Stickers
    • Ribbon
    • Wrapping paper
    • Product tag
    • Apron
1) Corporate Stationery

For Week 9, I have a few variations of the stationeries ready. From the feedback given, I was advised to consolidate all 4 of the stationeries and introduce the patterns in all of them.

Business Cards

Fig. 2.1 Draft Business Card- Week 9

From the draft ideas above, I have decided to proceed with the vertical versions as it suits my brand logo more. After experimenting with the patterns, I went with this as the final as it looks simple, clean and balanced.

Fig.2.2 Final Business Card- Week 10

Invoice

Fig.2.3 Draft Invoice- Week 9

From the drafts, I went ahead with the one with patterns and further improved it based on the feedback given. I had to find a way to incorporate my brand logo inside as well as it has to show that it belongs to my brand.  

Fig.2.4 Final Invoice- Week 10

Letterhead

Fig.2.5 Draft Letterhead- Week 9

Initially, I started off my idea using frames for my letterhead with the inspiration of the jar from my logo, but it did not suit the overall designs that I have done for my other stationeries. Therefore, I tried to incorporate the patterns into my final design as well by putting it as a muted background.
Fig.2.6 Final Letterhead- Week 10

Envelope

I kept my envelope design simple and straightforward by just including my brand wordmark and also the patterns that have been repeatedly used throughout my stationeries. Although it is minimal, I find that it reflects my brand well enough.

Fig.2.7 Final Envelope- Week 10

2) Digital Presence

For my website, I constructed the landing page which consists of the navigation, introduction, review section and footer. As for the social media, I found pictures of flowers to populate the feed and also designed a few simple graphic and typographic posts.

Fig.2.8 Draft Digital Presence- Week 9

Fig.2.9 Final Social Media- Week 10

Fig. 2.10 Final Website Design- Week 10


3) Environmental

When working on my environmental designs, I wanted to include the exterior and interior of my brand's store. To make the shop look like it belongs to my brand, I put in my brand logo and perspective warped it so that it sits nicely in the original image. As for the posters, I planned to make them simple by using pictures of flowers and just including a quote and my logo.

Fig. 2.11 Draft Environmental- Week 9

Fig. 2.12 Draft Exterior- Week 9


4) Collaterals

Since my brand mainly uses both colours pink and purple all throughout my applications, I was thinking of also allocating the colours to the different staffs in working in Petuliar. As there are consultants and also florists, it would be easier to differentiate them by the colours for their ID tags and aprons. I tried out a few design variations for the ID card, but I went with the idea with patterns as final because it looks more cohesive with my business stationeries. As for the product tags, I made use of both sides and moved the information to the back side of the tag so that it is not too crowded at the front.

Fig.2.13 Draft Environmental- Week 9

Fig. 2.14 ID Card Variations

Fig. 2.15 Product tag variations


FINAL OUTCOMES

To view more, feel free to look into my Google Drive folder

Brand Positioning Slides

Fig. 3.1 Brand Positioning Slides- PDF

Application Compilation Slides

Fig. 3.2 Application Compilation Slides- PDF
Business Stationery




Fig. 3.3 - 3.6 Business Card- Design & Mockup





Fig. 3.7 - 3.10 Invoice- Design & Mockup




Fig. 3.11 - 3.13 Letterhead- Design & Mockup




Fig. 3.14 - 3.16 Envelope- Design & Mockup

Digital Presence




Fig. 3.17 - 3.20 Website- Design & Mockup




Fig. 3.21 - 3.23 Social Media- Design & Mockup


Environmental



Fig. 3.24 - 3.27 Poster, Interior and Exterior- Design & Mockup

Collaterals


Fig. 3.28 - 3.29 Apron- Mockup





Fig. 3.30 - 3.33 Flower wrapper- Design & Mockup



Fig. 3.34 - 3.35 Ribbon- Design & Mockup







Fig. 3.36 - 3.41 Sticker- Design & Mockup







Fig. 3.42 - 3.47 Tag- Design & Mockup







Fig. 3.48 - 3.53 ID Card- Design & Mockup

FEEDBACK

Week 9
  1. Business Stationery
    • Consolidate all 4 stationery
    • Introduce patterns (muted) for all
    • Leave out the frame and flower separated from the logo
  2. Digital Presence 
    • Footer can incorporate brand identity (with pattern or flower)
  3. Collaterals
    • Flower tag can do front and back, back having the information of the product
    • ID card can also do front and back, leave out the frame and only use a wordmark
  4. Environmental
    • Make the poster a full image without the frame
    • Logo used for the interior should be kept as a whole and not broken apart.
Week 10
  • Look into the brand logos for Invoice and Poster. 
  • Rework the patterns and logos that are side by side
  • Footer of the website can still be improved

Week 11
  • Brand Positioning Slides
    • Credit your sources
    • Positioning is well considered
    • Logo system has been tidied up and reflects the suggestions of improvement
  • Final Applications
    • There is consistency and coherency
    • Outcome is a little safe, room for improvement in using the components
    • Can be more creative, dare to be different and explore

REFLECTION

Experience
While working on this task, I have applied my knowledge from Task 1: Breaking Brand to construct my brand positioning slides. It was a lot easier to complete as we have done our research previously and I have gotten a clearer understanding on what we have to include in each of the sections. As for the applications, it was quite fun to do but also time consuming. It was challenging to exercise my creativity and think of new ideas, but at the same time it was a good process of learning through my mistakes and feedback given.

Observations
I realised that while doing my mockups, it also takes a long time to find a good template to use. There were times when some of the files were faulty or we have to pay to get access to it. It was a long process going through different websites to find a good mockup, but at least now I know what are the good websites I can rely on whenever I need mockup templates.

Findings
After getting feedback for my first draft designs, I find that it is important to keep my designs consistent throughout my applications, especially my business stationery. One of the things that I kept in mind while improving my applications is the implementation of my patterns as they strongly reflect my brand identity. I also learned the importance of respecting our brand logos by not segregating our logos into parts and using them separately. 

FURTHER READING

As I was working on my brand positioning slides, I went to search for some online articles that could help refresh my knowledge and gather more tips on how I can construct a proper and sound statement.

Fig. 4.1 Tips to start Brand Positioning

It is important to keep the brand positioning statement short, simple and tight. A good way of approach is to lay out all the strong features and attributes that differentiates your brand from competitors.

To build a strong brand positioning statement, we can start with focusing on the three Cs:
  • Consumers: Value claims that would make your brand desirable to consumers, what benefits your consumers receive and what are the deep-seated needs of consumers.
  • Competitors:  Focus on a chosen frame of reference and look into the specific claims that might distinguish the brand from its competitors.
  • Company: Ensure that the positioning statement is realistic and can be delivered to consumers at every point of interaction.
Brand positioning framework and template

For: Identify the ideal market segment
Product is: Provide a clear description
Ideal for: Provide description on the best use of the product
Better than: Identify primary competitor 
Because: Cite evidence to back up your claim.


References:
Qualtrics. (2023). Brand Positioning in 2023: The Ultimate
              Guide. https://www.qualtrics.com/au/experience-management/brand/positioning/

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