Last Tuesday was our first day back at university so we were introduced to what we would be doing over the next couple of weeks. We started by discussing what makes a good brand and how it can be useful to evolve a brand so that its more appealing to the customer. Within this discussion I learnt how it’s important to consider what impression you want to make on the customer and how your brand appeals to your target audience. Another important point to consider was the practicalities of developing a brand, again finding a way to perceive the brand so that it appeals to the target audience.
To get a better understanding of how branding for a particular target audience works, we were given a page full of different ‘lip balm’ packaging from existing brands. Our task was to explore their brand values. We had to find the unique selling points within the product which indicated who was the target audience, for example one packaging was designed with bright colours and a swirly typeface which showed that it’s target audience was most probably for younger people. However another example was a ‘dr organic’ Pomegranate lip barm. It was clear that the company had very different brand values to the previous balm, this brand wanted to show how it’s product was created with antioxidant properties of ‘Organic pomegranate’ and that their balm was moisturising and soothing. Looking at the brand values shows how the ‘dr organic’ balm appeals to a much older target audience, for people who want a more luxurious and reliable product.
We then moved on to looking at the company ‘easy’ and how their brand identity works to engage their customers. The use of the colour orange was defiantly a big part of how people recognise the company and they have used this by setting their logo on multiple platforms such as easy jet, easy hotels, easy boats, cars and buses, easy terminals and even easy pizza!
Our task was, in groups of 3, to choose an example brand and present its visuals on an A3 sheet. for this task I worked with Ellie and Maris and as a group we decided to base our research on the company Virgin media. Our general knowledge of ‘Virgin’ as a brand was that it has many different platforms and that it’s reliable and affordable. Similar to the company ‘easy’ Virgin uses the colour red as one of its main brand values. The company is also recognised by its large ‘V’ in the logo.
After collecting a handful of images showing the brands visual identity ( shown below), we learnt how the brand makes you consider its different qualities. As a group we decided that the values included being high quality, reliable and customer friendly because of the sponsoring of ‘V festival’.
From this I have learnt how important it is to consider the common themes behind each brand and their power over the customer. It’s important to consider what type of impression you want to make on your target audience so that it gives a sense of the brands personality.