Week 12 Brand Visual Identity Visual Communication Design

Week 12 Brand Visual Identity Visual Communication Design 4

Brand Ladder • Brand ladder explain the benefit that the customer can gain from features that brand provides • The term first coined by Kevin Lane Keller • How to use: 1. It must be done sequentially 2. List down the unique features that the brand have/offer 3. What kind of functional benefit that the customer can get by using the feature? 4. How the customer feel when they experience the functional benefit? 5. How does it change the society SOCIAL BENEFIT How does it change the society EMOTIONAL BENEFIT How does it make me feel? FUNCTIONAL BENEFIT BRAND ATTRIBUTE What will I get? Unique feature that the brand have

Starbucks Brand Ladder

Brand Ladder (Literature review) • Individual assignment, do a literature review to understand: 1. What brand ladder is 2. How it can help you to understand your brand, 3. How it can help you to communicate your brand. • Use reliable reference, and don’t forget to use correct citation format. • Max 2 pages of A 4, PDF format. • Deadline Monday, April 20, 2020, 11 AM. • Submit in google drive (time stamp of the submission will be check and consider as attendance for studio)

Brand Benefit • After creating brand persona based on Brand internal audit (who am I? ), Brand external Audit (Who’s my Target? and The Competitor), analyze your Brand Benefit using brand Ladder • List down the physical attribute of your brand, functional benefit, emotional benefit and social benefit that the target market might get if they use your product or service

Brand Benefit SOCIAL BENEFIT EMOTIONAL BENEFIT FUNCTIONAL BENEFIT BRAND ATTRIBUTE Describe the attribute that your product or service have, what kind of functional benefit – emotional benefit – and social benefit that the target market can gain if they use your brand

Brand Concept • Write down your brand communication concept based on the Brand Ladder you have developed, remember that you have create a brand communication that represent your brand, speak to your target market effectively, perform better than the competitor but also don’t over sell. • Develop you brand identity (logo) concept based on the brand concept. • Develop you logo, don’t forget to document your process (thumbnail, tight tissue, final) • Consult with your Tutor! • Deadline: Monday. April 27, 2020, 10. 00 (will be consider as studio attendance)

Brand Concept Write down your brand concept, and what does it want to communicate to the market Describe the main idea of your brand, the unique selling proposition and benefits the brand offer based on the brand ladder, and the insight you get from who am I, the target market and competitor worksheets Write down your logo concept based on the based concept: type, shapes, color, typography, composition, etc

Logo Development THUMBNAIL, TIGHTTISSUE, FINAL