Branding & Design

Branding and Design

Sarah Larsen

Textile Design

Definition of Branding

A brand is a name, symbol, or design that is used to identify and differentiate a product, service, or business among it's competition.

A brand is also how the company is perceived by its customers, it is a promise they make telling them what they can expect from its products and services and it how a company differentiates it's products from their competitors. "The logo and name may be a big part of building a brand, but its a company's reputation that is really at the heart of any brand. To keep a good reputation as part of the company's brand, offering good customer service and staying in communication with customers is key" (M, J, McCoy).

“A brand is the proprietary visual, emotional, rational and cultural image that you associate with a company or product.” (Charles, R Pettis Iii, Brand Solutions).

Example of brand names and logos.

History

We tend to think of branding as a fairly recent phenomenon. But in actual fact branding goes back thousands of years. The earliest evidence archaeologists have found as to when branding began dates back to 1300BC. They found evidence of potter’s marks being used on pottery and porcelain in China, Greece, Rome and India. Also branding of cattle and livestock dates back to as far as 2000BC. The word brand originally comes from the word “brandr,” meaning ‘to burn.’ The cattle were marked by a hot iron on their hind to declare ownership. But over time branding of cattle became not just a mark of ownership but also of quality. Buyers began to recognise the quality of beef through the brand mark on the meat. In the 1200’s gold- and silversmiths were required by England to hallmark their goods, similarly bakers marks for bread and watermarks for paper makers.

During the 1600’s and 1800’s branding was also used for criminals. In England they branded an S on a person’s cheek, while in France they branded a fleur de lis on their shoulder. This was done as a form of punishment and identification.

Image of branding iron

More recently branding started to change dramatically. With the turn of the century and the start of the Industrial Revolution manufactures found it important to create names and designs to identify their products and differentiate them from their competitors.

Quaker Oats, Coca-Cola and Kellogg’s were among the first to brand their products to increase the element of familiarity with the consumer. From there, with the help of advertising, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun, or luxury with their products. Around the 1900s James Walter Thompson, a pioneer in many methods of advertising published a house ad explaining trademark advertising. This was an early commercial explanation of what we know as branding. The ultimate achievement for a brand is to become recognisable worldwide and be known not by the name of the company but just by the logo alone.

“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” (King, S)

Branding & Design

Branding is one of the most vital aspects of business, and without design it would be impossible. A brand is a symbol; it is the face of the company so it is very important that it is designed correctly. Symbols are designs which represent something else, and a brand is meant to incorporate all of these associations, experiences and characteristics into one image, phrase, or logo. A good example of this is Apple. As Marketer Marc Gobe, author of Emotional Branding and principal of d/g worldwide said Apple's brand is the key to its survival. It's got nothing to do with innovative products like the iMac or the iPod. "Without the brand, Apple would be dead. Absolutely. Completely. The brand is all they've got. The power of their branding is all that keeps them alive. It's got nothing to do with products."This quote shows the importance of the brand image as a whole and not just a product you are trying to sell. In our day and age we are familiar with brand names such as McDonalds, Nike and Coca-Cola and hundreds of others that occupy a specific little niche in our brain. Each of these brands represents a specific product or service we think about. For example when we think about McDonald's we automatically think of cheap, fast food.

When designing a brand the company will take into careful consideration many factors. One of the key aspects is whether or not they choose to use a slogan. A slogan is very important as it can make or break a brand. Companies like McDonald's and Nike spend years conducting research and millions of pounds on advertisement campaigns like "Im lovin it", or "Just Do It" (Nike). They don't do it to make their company brand look good or because it's fun, they do it because that slogan will get you to change your behaviour and buy their product. Research has shown that branding and advertising in this way can be linked to Neuro-Linguistic Programming.

Neuro-Linguistic Programming or (NLP) as it is more commonly known is a controversial approach to psychotherapy and organisational change based on "a model of interpersonal communication chiefly concerned with the relationship between successful patterns of behaviour and the subjective experiences (esp. patterns of thought) underlying them" and "a system of alternative therapy based on this which seeks to educate people in self-awareness and effective communication, and to change their patterns of mental and emotional behaviour". (NLP)

By these companies flashing these slogans over and over again on television adverts, in magazines, newspapers and billboards they are cleverly managing to subconciously imprint these images in our brain. So for instance if I went to go and buy a pair of trainers I would immediately think of brands such as Adidas or Nike as I am familiar with them. Brands have such a large input in our lives, they shape who we are whether we like it or not.

Another crucial factor in designing a brand is the choice of colour palette. The colour is not just there to look pretty, colour stimulates various emotions and carries with it subconscious associations to various things and characteristics. A great example of this is the Coca-Cola Christmas Campaign. Most people can agree on what Santa Claus looks like- jolly, with a red suit and a white beard. But he did not always look that way, Coca-Cola has created the iconic image that we all know and love today.

Coca-Cola created an iconic image of Santa Claus through clever advertising.

The Coca-Cola Company began its Christmas advertising in the 1920s with shopping related ads in magazines like The Saturday Evening Post. At this time, many people thought of Coca-Cola as a drink only for warm weather. However they started this campaign to remind people that it was a great drink for any month. This began with the 1922 slogan “Thirst Knows No Season” and continued with a campaign connecting a true icon of winter with the drink. This shows how powerful an advertising campaign can be and how much branding and design influences our day to day lives. They have therefore succeeded in creating an emotional attachment between their brand and the consumer.

In conclusion designers are the driving force behind any successful brand and without them the world would not be as we know it today. A brand is a promise to its customers. It tells them what they can expect from its products and services, and it differentiates its products from their competitors.

Bibliography

Apple it's all about the Brand. M, Gobe [online] Available at: http://www.wired.com

Branding Strategy. [online] Available at: http://www.brandingstrategyinsider.com

Brand Soloutions. Charles, R Pettis Iii. [online] Available at: http://www.allaboutbranding.com

http://www.thecoca-colacompany.com/heritage/cokelore_santa.html

History of Advertising Trust. J, Walter Thompson. [online] Available at: http://www.hatads.org.uk

How Important is Brand Marketing. M, J, McCoy [online] Available at: http://ezinearticles.com/?How-Important-is-Brand-Marketing?&id=3955067

Neuro-Linguistic Programming. [online] Available at: http://en.wikipedia.org/wiki/Neuro-linguistic_programming

Assignment 4- Read and review

For assignment 4 we were asked to select two journals or books to take notes on. Then write an outline analysing and writing about each one.

The first source which I have chosen to look at is a book entitled ' Computers, phones and the internet: domesticating information technology' written by R, E Kraut. This book looks at and researches how different types of technology effect individual, families and other social groups. I feel this is a valuable source to my design as although it is not directly linked to my idea of a device but I feel it is vital to know how technology is used in everyday life, whether it be at work or at home. Whilst unfortunately for my purposes the book mainly focuses on computer and phone technology, it does however investigate the main and most important issues of how people integrate there use of technology into how families function, social relationships, education and socialisation are changing as a result. I found this part of the book incredibly helpful for establishing how my device could work and indeed fit with people and in society.
In the book the author looked at a number of different factors that would affect the way we use technology, all of which were from a bigger picture angle and indeed always referred back to the end result it would have on us as individuals. It is very clear from the offset that this author has heavily researched his subjects and indeed almost always draws reference to others who share his findings.
It is my conclusion that from start to finish this author has set out to convey, reinforce and confirm his points, using others where possible to give credibility to his points. I feel that further research in this field of how people interact with technology would really help me understand and take forward what is being said in this book.



The second source is entitled 'Bluetooth revealed' by C. Gehrann. The main purpose of this article is to look at and investigate future Bluetooth versions and applications. In terms of my product this is important as Bluetooth is one of the main functions of communicating information. The main aim of this text is to provide information about Bluetooth. The author goes into detail and analyses how this product works. She also talks about how the Bluetooth market is thought of as one that is primarily made up of devices. Which links to my idea as the idea I came up with was to invent a device that used Bluetooth. She also states that most of the industry analysts agree that the Bluetooth market is mainly made up of mobile phone or hand held devices. Also in this book the author describes a way for electronic devices to communicate with one another at close range by the use of radio signals. This is exactly what I need for my device as it will be used to social and business networking. It would enable you to connect with people anywhere you are, so long as it has been enabled. In the book the author also refers to experts in this field who helped hammer out the Bluetooth specification. They also share some of the imagines about how Bluetooth connectivity might be put to use.

In the Journal and the book that I reviewed, I found both sets of information helpful for my research. If I were to further investigate these topics, I would have to search for more articles and books relating to what technology is available for my device as this would enable my product to have all the functions and capabilities it would require and how people would use it in everyday life. The two articles that I looked at are very different but support each other in the use and understanding of new technology. The second journal looks at the main functions of communicating information. Whereas the first article looks at how people are willing to learn and embrace new technology in their life. This then relates to my product idea and helped me research my design. From my research I have not found anything similar to my design, so this makes it difficult to gather information on. But I think the two journals I looked at gave me a better knowledge and understanding of my product.

Bibliography:

-Miller, B,A (2002) Bluetooth revealed

-Kraut, R,E (2006) Computers, phones and the Internet: domesticating information technology

Assignment 3- Bibliography and Websites

For assignment 3 we had to find 6 or 7 references using cross search, that link to my design idea.

- Leung, L; (2008) Digital experience design: ideas, industries, interaction

This journal touches on human-computer interaction which helps with product design and the placement of my idea. This resources weakness is that it has no specifics directly to do with the technology of my idea.

- Miller, B, A; (2002) Bluetooth revealed

This reference looks at future Bluetooth versions and applications, in terms of my product it is one of the main functions of communicating information. The resources weakness is that the book is very hard to read and understand and its Bluetooth specific so it does not cover other connection methods.

- Gehrmann, C; (2004) Bluetooth security

This reference relates to my idea as it is about how to design a highly secure Bluetooth system. This is important for my product as it will have to store personal information. The weaknesses are that the book is very technical at times and it does not mention whether it conflicts with other devices of a similar wave length.

- Design week (2001) Keep on moving

This resource is a journal article and it did not have a visible author. I found this was one of the most useful journals that I came across. It looks at touch screen technology which is what my product is based on. The weaknesses are that this journal skims over various topics and does not really go into depth about any of them.

- Kraut, R, E (2006) Computers, phones and the Internet: domesticating information technology

This resource looks at how different types of technology effect individual, families and other social groups and how people integrate there use of new technology into daily routines and how family function, social relationships, education and socialisation are changing as a result. This relates to how my idea will integrate into society. However the book is primarily aimed at computers and phones and thus is not specific to my idea.

- Baber, A (2007) Make your contacts count

This book helps cover business needs and reflects them in a software solution. It also shows what my idea must incorporate. It also covers how and what information is needed to ensure that the networking is done to the highest degree to ensure maximum conversation and realisation. The weaknesses of this book is that it is specific to business and thus excluded social networking which is to play a large part in my idea.

Having researched and found these books and journals in the library, it has given me a lot more information on my topic.

Next we had to list 5 websites which relate to our discipline and 5 websites which we use in general.

The 5 websites relating to textiles are:

-http://www.londonfashionweek.com/
-http://www.art-dept.com/
-http://www.vogue.co.uk/
-http://www.style.com/
-http://www.textiledesigner.net/

The 5 websites for general use are:

-http://www.wired.com/
-http://www.facebook.com/
-http://www.asos.com/
-http://www.bbc.co.uk/
-http://www.topshop.com/

Assignment 5b

For this proposal I decided to look at the studio brief which centred around 'Trend Forecasting'. For this brief we were asked to select an existing 'forecast prediction' for the forthcoming season. We were then asked to produce a body of research and deliver a coherent and professional 'textile solution'. From the magazine 'Textiles View' we chose a trend to carry out our research on. I chose to work around the theme 'Dainty' (spring/summer 2011)

Conducting this project again using the primary and secondary methods of research, learnt previously in design studies, provided the opportunity to examine the project in more depth. This helped to enhance my understanding and knowledge of ‘Trend Forecasting’. The brief was started by creating a mind map of initial ideas. The word 'Dainty' formed the centre of this, with corresponding ideas branching out from there. I had never used this technique before our design studies task where we were asked to come up with a mind map for the text 'The Tipping Point'. I found it to be a really useful and efficient way of organising all my ideas in a structured and legible manner.

The university library proved to be an invaluable resource. It was a great place to go for inspiration and to gather secondary research, as sourcing information from books and magazines was an essential aspect of this project. The Internet provided a further resource but as always caution must be exercised in using this as an evidence base. Having now carried out the assignments in design studies, I would now consider using the cross-search tool. It is a method that I have never used but now would definitely use on a regular basis. It provides a reliable source of information, giving access to many electronic journals and e-books. It enables you to search for specific information, making it extremely time efficient.

In semester 2 we learned about conducting research using primary research methods. One such method was how to carry out an interview. Having learnt these skills from design studies, it is a method which I now think would have been of particular use because I had little information in the form of primary research. Although time consuming, the interview could provide detailed, first hand information from individuals, regarding the factors which influence their purchasing of goods. This may have enhanced my project and provided me with a better knowledge and understanding of the subject.

On reflection, it would also have proved useful to have carried out a brainstorming session. It is a very useful way of coming up with ideas. It is a quick and efficient way of obtaining information and it is also fun to work together with peers as a team. For future projects of this type, I would carry out such a session as I feel that discussing ideas would help to clarify my understanding of any areas I was unsure about, which would then enable me to develop my own ideas further.

Observation is a method which I already use in all my studio projects, collecting primary research such as source drawings and taking photographs. The botanical gardens in Dundee provided the inspiration for some drawings and to take photographs, however, the fact that it was winter meant that I was extremely limited as to what there was available to draw. For future research, it would be useful to spend more time researching locations for primary research. One possibility could be a location such as a garden centre, which may provide a much larger selection of flowers to draw. However, consent would have to be gained in order for me to do this. On reflection, I think it would have resulted in me producing a much more varied and exciting body of research.

In conclusion, using these different methods of research has really helped expand my knowledge and understanding of the topic. Initially, it was difficult to make connections between design studies and my studio work but throughout the second semester, this became clearer as I began to make connections between the world of design and the work carried out in the studio. Conducting the observation assignment was exciting, very beneficial and highlighted my awareness of design issues in everyday life. For example, during the observation of people in the train station, I began to appreciate connections between designs, such as the benefit of having the layout of the station constructed in such a way as to promote comfort of travellers and efficiency of travel.
I think that the design studies programme contains some really interesting information and methods that have taught me skills which will continue to benefit me in later years. At the beginning of the year I considered myself to be a textile designer, but having completed the design studies programme I now consider myself to be a design student.

Bibliography

Gladwell.M (2000) The Tipping Point, United States, Little Brown

Assignment 5b

Assignment 5a

The topic I chose to look at in semester 1 centred on the idea of looking at how new technology can revolutionise how we live and interact with the world today. This was examined through the notion of creating a new product which allows people to business and social network, regardless of where they are in the world. This results in saving time, effort and money.

In semester 1 we looked at secondary research in the form of journals and books. These formed the basis for my research. Forms of wireless communication and connectivity, PDA and other such devices and other factors were some of the areas researched. The ways in which my idea could fit in with contemporary society was also examined. Whilst this search provided a basis for the research regarding the types of new technology available, information gathered using a method of primary research may have added more depth.

Throughout semester 2 we have been looking at alternative methods of carrying out research. These methods are all primary methods of research, which offers both advantages and disadvantages. Some of the advantages include being able to ask exactly what you want, how you want and it is therefore not necessary to rely on other peoples work. It is possible to interpret the results in the way you wish, which means it is possible to avoid being reliant on other peoples interpretations. Finally, the research will be accurate for the current time and it is tailored exactly to your needs. Disadvantages of this are it is very time consuming and expensive to conduct primary research.

These methods of research include carrying out observations, interviews and experiments.
Reading over my research from semester 1, it shows that the research I found was more to do with new and existing technology that is available. The information I was looking to find would have been more to do with how this device can be used for networking. As my secondary research was not exactly what I was looking to find, the next thing I would do is my primary research.

A method that I would consider which I think would be useful in this topic is carrying out interviews. I would look at interviewing experts in the field of technology relating to my product. I could also look at interviewing businessmen and a cross section of the general public through age and gender as male and females views on the subject may differ. By interviewing experts in this field I would be able to examine how both existing and new technology could be used to innovate and develop my product further.

I would look at interviewing experts in the field of technology related to my product. I could also look at interviewing business people working in this field. I feel by using this particular research method it would enable me to gain knowledge and understanding that would be difficult to achieve from other research methods, as it is first hand, primary research that would be current and valid in the terms of technical information and the needs of the target market. Also by carrying out this interview in a semi-structured format, the responses would be informative and allow me to ask the participant to elaborate or expand when necessary. One limitation of this method is that it is very time consuming as it takes a lot of pre-planning and organisation in order to gather the relevant information. Also you are only finding out information from a very small selection of the target audience, which may make the information difficult to generalise to the rest of the population.

A further research method I could utilize is that of carrying out observations. I intend to carry them out in environments that allow people to interact with each other. These could include social or business networking events and even public places like bars and restaurants. By carrying out these observations it would allow me to explore in further detail the target market that I aim to reach. The observational method would allow me to record peoples body language and behaviour in social situations.

However, like all methods of research, the observation method has its limitations. Gaining consent is one important issue in observational research. For example if I were to carry out this method of research at a networking event, I would require consent form people attending prior to conducting the observation. However, it would be possible to avoid this problem by observing behaviour in situations in which the people being studied would expect to be observed by strangers. Problems can occur if people are aware that they are being observed as this may result in them behaving in an unnatural manner. It would also be necessary to have a checklist to list the types of behaviour to be observed. Although this method would not provide an account of the person’s thoughts or inner experience on the subject, it would be possible to observe how they behave in natural situations.

Having gained all this information it may also be useful to discuss with my peers or even an expert in this field the information that I had gathered. As I think it would be beneficial to hear what they thought and see if they had anything they would like to add.

Within this proposal I have looked at two primary methods of research, each of which has their limitations. In conclusion, I feel that using the method of interviewing people would be the most successful for this particular piece of research, as it affords the opportunity to use open questions, which invite elaboration and would provide a richness of information, which is difficult to obtain from other methods. This would enable me to gather a broad range of information and would provide an insight into how I could then develop the project.