Lecture 2.

1 DIM2388 Visual Identity ― Brand Core & Positioning

2.1
LECTURE

BRAND CORE &

POSITIONING
IDENTITY
DIM2388
VISUAL
Table of Contents

Lecture 2.1
1 Brand Core: Attributes, Benefits, Values
2 Brand Positioning (recap)
3 Brand Drivers
4 Brand Personality

DIM2388 Visual Identity ― Brand Core & Positioning

5 Brand Story
6 Brand Archetypes
 Lecture 2.1 DIM2388 Visual Identity ― Brand Core & Positioning
positioning
statement
brand

brand
core
Brand Core

Lecture 2.1
What do you do with
the research gained
Values
in investigating a
brand?

DIM2388 Visual Identity ― Brand Core & Positioning

Benefits

Attributes
Brand Core

Lecture 2.1
Draw insights from
the research and
Values
“ladder” your product
or service from

DIM2388 Visual Identity ― Brand Core & Positioning

the ground up into
these layers: Benefits

Attributes
Brand Core

Lecture 2.1
Values
(decisions)
Why Why should I
care? Why does
the brand exist?

Benefits How What’s in it for

DIM2388 Visual Identity ― Brand Core & Positioning

me? How is the
(emotions) brand unique?

Attributes
(tangible)
What What does the
brand/product
offer?
Brand Core

Lecture 2.1
Values
What are the Values that help
the target audience make
decisions about whatever it is
(decisions)
that the brand is selling

Benefits
What are the Corresponding

DIM2388 Visual Identity ― Brand Core & Positioning

Benefits to the target audience
(can be functional and
(emotions)
emotional)

Attributes
What are the key Attributes/
Features that express the
tangible aspects of the brand
(tangible)
Lecture 2.1 DIM2388 Visual Identity ― Brand Core & Positioning
Nike Running Shoes
Weekend
athletes
AUDIENCE
PRODUCT

TARGET
Brand Core

Lecture 2.1
Values
(decisions)
Why should I care?
Look good, feel good.

Benefits What’s in it for me?

DIM2388 Visual Identity ― Brand Core & Positioning

Your knees do not hurt
(emotions) when you go for a jog.

Attributes
(tangible)
What does the brand/
product offer?
Built-in extra cushioning.
SOURCE: DOUGLAS DAVIS, CREATIVE STRATEGY & THE BUSINESS OF DESIGN
Brand Core Product Target

Framework Tool
Values
WHY SHOULD I CARE?

(decisions)

Benefits
WHAT’S IN IT FOR ME?

(emotions)

Attributes
WHAT DOES THE BRAND/PRODUCT OFFER?

DIM2388 Visual Identity

(tangible)
Brand Core > Brand

Lecture 2.1
Positioning

Brand Statement

Positioning Values

DIM2388 Visual Identity ― Brand Core & Positioning

Use contents
developed from the
ladder to create brand Benefits
positioning statement.

Attributes
Why is this Brand

Lecture 2.1
Positioning

important? Statement

Connect the brand with

Values
our target audience.

DIM2388 Visual Identity ― Brand Core & Positioning

Benefits

Attributes
Why is this Brand

Lecture 2.1
Positioning

important? Statement

Ensures that the designer

Values
creates the voice of

DIM2388 Visual Identity ― Brand Core & Positioning

the brand within what
is relevant to target With a sound
audience. Benefits brand ladder,
creatives can
take risks that
are firmly rooted
Attributes in relevance.
2 Brand Positioning

Lecture 2.1
Statement (*recap)
A brand positioning statement explains

DIM2388 Visual Identity ― Brand Core & Positioning

what your brand does, who you target,
and the benefits of your brand, in a short
concise statement.

SOURCE: WWW.BRANDWATCH.COM/BLOG/WRITE-BRAND-POSITIONING-STATEMENT/
Define your Target

Lecture 2.1
Define the Target based on:
demographic, psychographic & behavioural characteristics

Behavioural
Demographic Psychographic
Characteristics

DIM2388 Visual Identity ― Brand Core & Positioning

Age Lifestyle Patterns of use
Gender Interests Price sensitivity
Income & Activities Brand loyalty
Occupation Likes & Dislikes Benefits sought
Ethnicity & Religion Daily habits
Life stage
Family structure
Define your Target

Framework Tool
Behavioural
Demographic Psychographic
Characteristics

DIM2388 Visual Identity

Brand Positioning Statement

Framework Tool
For , is the
(target) (brand)

that is the
(frame of reference)

so they can
(point of difference)

because

DIM2388 Visual Identity

(end benefit)

.
(reason to believe)
3 What are

Lecture 2.1
Brand Drivers?
For most companies and organizations, brand

DIM2388 Visual Identity ― Brand Core & Positioning

drivers are what helps influence their brand in
the marketplace. They are the guiding principles
& motivations behind what they want their
brand to represent. Brand drivers are:

1 a set of adjectives that describe your

organization
SOURCE: DOUGLAS DAVIS, CREATIVE STRATEGY & THE BUSINESS OF DESIGN
2 often align to your mission statement:

Lecture 2.1
the overall feeling you want customers to
have and the way you want the marketplace
to describe your business
3 are what you are working towards, and
ultimately the goals of your brand

DIM2388 Visual Identity ― Brand Core & Positioning

4 those 3 to 5 drivers should be unique and not
similar to each other at all, but still represent
what you business is and how you want to
be perceived

They will help give you a focus and clarity

when making decisions that could potentially
influence your branding.
4 Activity #2

Lecture 2.1
1 Food Panda
2 Beyond The Vines
3 SOJAO
(20mins)
4 Zenyum
Brand Positioning Statement
5 The Fragment
Room

DIM2388 Visual Identity ― Brand Core & Positioning

Working in groups, write a brand
positioning statement of the brand 6 Eu Yan Sang
allocated to you. 7 Bettr Barista
8 Soilboy
State 3 brand drivers for the brand.
9 SCENE SHANG
Refer to the brand’s website for
additional information. 10 Kydra
4 Activity #2

Lecture 2.1
1 Food Panda
2 Beyond The Vines
3 SOJAO
(10mins)
4 Zenyum
Next up...create a visual board of no
more than 6 images visualizing your 5 The Fragment
Room

DIM2388 Visual Identity ― Brand Core & Positioning

positioning statement.
6 Eu Yan Sang
Post your findings 7 Bettr Barista
8 Soilboy
9 SCENE SHANG
10 Kydra
For the health conscious, Grain is an food experience that

Framework Tool
(target) (brand) (frame of reference)

delivers the limits of how people eat so that they can eat in moderation & feel good
(point of difference) (end benefit)

because meals can be thoughful & wholesome.

(reason to believe)

Brand Drivers

DIM2388 Visual Identity

1 Foster nutritious and
balanced eating habits
2 Flexible meal choices
3 Convenience to your
own doorstep
Brand Positioning Statement & Brand Drivers

Framework Tool
(target) (brand) (frame of reference)

(point of difference) (end benefit)

(reason to believe)

DIM2388 Visual Identity

Brand Drivers
1
2
3