Brand Communication Review PDF

BRAND COMMUNICATION Charles Sanders Peirce & Ferdinand de Saussure - According to these linguist BRAND DESIGN and philosophers, the entire universe is - A brand wil...

BRAND COMMUNICATION Charles Sanders Peirce & Ferdinand de Saussure - According to these linguist BRAND DESIGN and philosophers, the entire universe is - A brand will not be complete without filled with signs and semiotics that help designing principles that govern its us understand the meaning of things. effectivity. IT IS IDENTIFIED IN TWO (2) ASPECTS: SYMBOLS - are the fastest form of communication known to mankind. - It is the visual identity for 1. SIGNIFIER – these are physical brand awareness and recognition. attributes that adds to the idea of an object, entity or an abstract concept. 2. SIGNIFIED – this refers to the mental COGNITION OF SYMBOLS image and context of an object, entity or 1. SHAPE – reading is not necessary to an abstract concept. identify shapes, but identifying shapes is necessary to read. Shapes are quickly imprinted in one’s memory. MEANING - is also identified in order to create impactful brands that connects or 2. COLOR – It triggers an emotion and relates to the customers through memory evoke brand association. associations. 3. FORM – The brain takes more time to process language so the overall brand content is the last to be recognized. MEANING IS CATEGORIZED IN THREE (3) ASPECTS IDENTITY - The use of signs and symbols 1. ICONIC – iconic meaning refers to a is a constant access of the brain for visual representation associated with the mental shortcuts. actual thing. 2. SYMBOLIC – symbolic meaning refers to an association of meaning to an object, SEMIOTICS - is the study of signs and a entity, or an abstract concept that does body of knowledge used for creating not have a direct relationship to the brand logos that capture meaning actual object, entity, or an abstract 1. FOUNDER – names are after the concept. founders like McDonald’s, Julie’s Bakeshop, and La Pacita Biscuits. 3. INDEXICAL – indexical meaning refers to the direct association of meanings 2. DESCRIPTIVE – names that convey the through cause and effect. nature of the business. For example, Waffle Time, Potato Corner, and National Bookstore. NAMES - are just as striking as symbols. 3. FABRICATED – names that are made- The right name is timeless, tireless, easy up like Penshoppe, Alaxan, Goya to say and remember; it stands for Chocolate, Lazada, and Ligo Sardines. something, and facilitates brand extensions. 4. METAPHOR – names that are based from things, places, people, animals, QUALITIES OF AN EFFECTIVE NAME processes, mythological names, or foreign words that allude to a quality of a 1. MEANINGFUL – it communicates the company. Some examples are Silver essence of a brand. Swan, Jollibee, Alaska, Bear Brand, and 2. DISTINCTIVE – It is unique yet easy to Oishi. remember, pronounce, and spell. 5. ACRONYM – Names that are difficult to 3. FUTURE-ORIENTED – it positions the remember and to copyright that’s why company for growth, change, and acronyms are necessary. Some examples success. are BDO (Banco de Oro), CDO (Corazon Dayro Ong). 4. MODULAR – it enables company to build brand extensions. 6. MAGIC SPELL – names where spelling is altered to make it distinctive and 5. PROTECTABLE – It can be owned and protectable. An example would be Zest- trademarked. O, Sarsi, Shopee, Google, and Netflix. 6. POSITIVE – it has positive connotations 7. COMBINATIONS OF THE ABOVE – in the market. some of the best names combine name types. Some examples are Airbnb, Under 7. VISUAL – it lends itself well to graphic Armour, Sisig Hooray, Chooks-to-go, and presentation in a logo, in text, and in Rebisco. brand architecture. TYPES OF NAMES TAGLINE - is a short phrase that captures 7. CHARACTER TRADEMARK – a a company’s brand essence, personality, character trademark embodies brand and positioning, and distinguishes the attributes or values. Example, is Surf’s company from its competitors. bubble man that is visible in most of the brand’s commercials. TOPOLOGY OF MARKS OR LOGOS COLOR - is packed full of meanings, 1. BRANDMARKS – designed with an obvious and hidden, and is arguably the almost infinite variety of shapes and richest of all the sensory signs in terms of personalities, Brandmarks can be cultural as well as personal symbolism. assigned to a number of general categories or a mix of all. 2. WORDMARKS – this refers to a SOUNDS freestanding word or words. Example is the brand Cadbury. Music, like words and images, possesses the ability to elicit emotion and action. It 3. LETTERFORM MARKS – the single can transport an audience, altering mood letter is frequently used by designers as a and behavior, affecting the way the distinctive graphic focal point for a customers perceive a brand brandmark. Example, Mcdonald’s letter M 4. PICTORIAL MARKS – an immediately recognizable literal image that had been simplified and stylized. Example, Twitter (Bird) SOUND OF SUCCESS 5. ABSTRACT MARKS – an abstract mark 1. STRUCTURED – clearly defined, uses visual form to convey a big idea or a intuitively understandable, and easy to brand attribute. replicate especially if applied to different formats and platforms. 6. EMBLEMS – these are trademarks featuring a shape that is highly connected 2. OWNABLE – the music is legally owned or merged to the name of the by one organization. organization. Example, Uniqlo 3. UNIQUE – memorable and distinct from other sounds. 4. NUANCED – layered and compatible 5. Service providers – they are with different supporting materials like responsible for executing the idea of the that of applying it in a commercial, a brand builders. jingle, or a film. 5. DUCTILE – flexible enough to work DESIGN PROCESS across various applications and media. 1. MARKET RESEARCH – One key aspect of market research is the customer’s insight. A brand’s success is achieved DESIGN MANAGEMENT - A brand’s with the match of the brand’s vision and success is determined by their value for the market’s needs and insights. the brand’s design and its consistency through all their collaterals. A. Qualitative Research – it is the primary research among customers to reveal their perception, motives, behavior towards a brand. Design Management Model Developed by Jen Miller, cited by Alina Bulletin boards – these are online Wheeler (2018) panels where customers can participate and post anything they want regarding a brand. 1. Brand builders – they prioritize the Ethnography – it is the conceptualization of the brand vision and observation of the everyday life of its standards. the customer to determine their behavior. 2. Innovators – they are the primary Focus group discussions – these counsel in the development of the discussions involve brand’s design. They support the brand predetermined subjects. builders to achieve the brand vision. In-depth interviews – this involves 3. Strategists – they are responsible for all the stakeholders of the brand to making sure that the execution of the gain valuable insights that may brand design is adhering to the brand help the design process. vision. Social listening – it is the 4. Advisors – they measure the monitoring of social media effectiveness of the executed brand conversations about a brand. design. Mystery shopping – a trained mystery shopper anonymously poses as a customer to evaluate a  brand through shopping needs and insights of the market, the experience, customer service and brand must position itself to the target overall satisfaction with the brand. market in accordance to their vision and mission. B. Quantitative Research - it creates statistically valid market information. Brand pillars Developed by Matchstic, cited by Online surveys – information is Wheeler (2018). gathered through the web from respondents that are clustered around similar attributes. a. Purpose – what is the purpose of the Product testing – products are brand beyond making money? ? This tested to get real life user generates brand loyalty experience. Neuromarketing – it uses b. Difference – what do you do or deliver biometric technology to study that the competition doesn’t? This leads consumer response to marketing to brand awareness. stimuli. c. Value – What do your customers truly Segmentation – consumers and need? This ensures the customer’s businesses are divided into willingness to pay. clustered groups with their similar attributes, commonly defined by d. Execution – how do you demonstrate demographic and psychographic the values of the brand? This transforms information. to market share. Equity tracking – this includes brand ratings, brand awareness, and brand usage over time to continually track the strength of the brand within their market. Digital analytics – information is automatically collected from the web regarding consumer behavior through their online interactions. 2. BRAND POSITIONING – once a match was made between the vision and the 3. CREATIVE BRIEF – Standards for the and gain insight as to how they can revise brand idea are established which some parts to adapt to the changing becomes the brand brief for the designers times. who will execute the brand design. The creative brief helps in strategizing the effectivity of the design. 8. MEDIA PLATFORMS – this part of the process goes for the implementation of the brand identity design towards all IT SERVES TWO (2) FUNCTIONS. media channels. a. Brief variations – establishes 9. ADVERTISING – this is where the variations of the design for market design is measured for its effectiveness. segments or business lines. b. Version control – doing a creative Sustainability brief is a repetitive process because a draft of an idea gets revised over and over - A brand becomes sustainable as they again until the designers, along with the adhere to their brand ideals. This ensures brand builders, arrive to the final version. optimum impact towards their stakeholders. 4. NAMING – It involves linguistics, marketing, research, and trademark laws. BRAND IDEALS 5. DESIGNING IDENTITY – this is the 1. Vision – a compelling vision of the execution part of the designing process people in the organization becomes the that integrates meaning and form. foundation of a great brand. 2. Meaning – a great brand stands for something–values, position, voice–that 6. APPLICATION – after finalizing the sets the brand apart. identity, the designers now move to the application of the design towards 3. Authenticity – clarity in what the brand packaging, stores, uniforms, collaterals, does, the values they uphold, and its signage, and other materials where the motives to the market make it an design will be visible. authentic brand. 4. Coherence – the brand’s consistency in all aspects helps in brand growth and 7. BRAND BOOK – designers create sustainability. brand books so that future designers of the brand will know how to use the design 5. Flexibility – a brand will be sustainable 7. Emblems – minimalism and if it adapts to the market and open for aesthetically pleasing brands. brand extensions. 8. Use of negative space – losing parts of 6. Commitment – there is a need for the brand’s logo and using the negative active management of all intangible space to complete it. assets to keep the brand sustainable and DESIGN PLATFORMS unharmed by competition. 1. Social media 7. Value – continual measure of awareness, recognition, and quality 2. Web site produces results that adds value to the 3. Application brand. 4. Packaging 8. Differentiation – being unique helps the brand to be above the competition 5. Poster which will ensure customer loyalty. 6. Billboard 9. Longevity – it is the ability of the brand 7. Signage to stay on course in a world in constant change. 8. Flyer/Brochure 9. Uniform DESIGN TRENDS 1. Simplification – minimalism of brands. 2. Original geometry – sophistication of geometric shapes as part of logos. 3. Unusual fonts – creating new fonts that impacts the consumers. 4. Gradients – adding character to conventional designs. 5. Cluttered design – breaking the rules and adding more elements, but still works. 6. Geometric letters – merging geometric shapes to the wordmarks of a brand.