WELCOME

This is a simple presentation that will walk you through the complex art of ‘BRANDING’

The idea behind this presentation is to give you a clear understanding of what exactly it means to create a brand and what it takes to maintain the popularity of your brand in the market.

I hope you enjoy the presentation!

Created by Dhananjai Kaushal

Created by Dhananjai Kaushal

You’ve seen people around you be ‘brand conscious’ You’ve seen scores of fledgling companies aspiring to be

a ‘brand’ ‘Brand names’ sell themselves they say…. Branding takes a lot of time and money you must have

heard… The question remains though… What is a BRAND after all?? And How is one brand a

bigger brand than the other ???

What exactly is a ‘brand’?

Created by Dhananjai Kaushal

Brand Promise Brand Perception Brand Expectation Brand Persona Brand Elements

Strictly speaking, a ‘BRAND’ a type of product manufactured by a company under a specific

name.

But, there are a few factors that gauge just how popular a brand is, or can become:

Created by Dhananjai Kaushal

A Brand Promise, is the commitment of a brand to its customers.

It is an assurance for quality that makes your customers come back to you time after time.

A Brand’s promise to its customers is unique and that is what sets it apart from the other players in the market.

Sooner or later, a Brand that people can ‘trust’ for giving them what it promises, is a brand that wins hearts.

Remember however, your brand promise is something by which your customers will remember you in the long run and that’s why you have to stick to it!

BRAND PROMISE

Created by Dhananjai Kaushal

The customers’ perception of a brand is quintessentially their ‘feeling’ about the brand.

It’s almost the way you may feel about a person. For example:

There may be brands that customers ‘trust’ and there may be brands that customers from a particular age group ‘like’ and this may chiefly be a result of how that brand has, with time, carefully created that perception for itself.

It is your job to make sure that your customers perceive you in exactly the way you want them to.

BRAND PERCEPTION

Created by Dhananjai Kaushal

What do you expect from a particular brand? It may vary from brand to brand of course, as nobody,

that’s right, NO BODY expects the same thing from every brand in the market.

The customers may expect brand A to be a cheap and practical option that’s why they may opt for it and they may expect brand B to provide them unparalleled service.

In the end, each brand must live up to the expectations that it has created for itself in the market and unless it does so, it fails miserably. Above all, a brand that is perceived to be ‘stable’ is a brand that is highly successful.

The least that a brand must do is live up to its ‘brand promise’ and maintain that even in intense competition.

BRAND EXCEPTION

Created by Dhananjai Kaushal

The persona of a brand is to a huge extent, the ‘personality’ of a brand.

As abstract as it may sound, it’s important to know that the persona of a brand is ‘WHO’ the brand is more than ‘WHAT’ the brand is.

The persona of a brand may reflect to a huge extent the person at the helm of affairs.

Therefore, your brand’s appearance, perception, and every thing else about it is what the customers will evaluate about you before they do business with you.

BRAND PERSONA

Created by Dhananjai Kaushal

MAKE IT MEMORABLE

Created by Dhananjai Kaushal

A successful brand is memorable. It is easy to relate to, easy to remember and most of the things that you remember about it are good and others, are better! Unless the customers have fond memories of interaction with your brand, you will not be able to win their hearts! Period.

Try to make your brand a memorable one. It should leave positive and long lasting effects on all those who interacted with it.

A brand that has exceptional service and positive, powerful imagery associated with it often succeeds in this regard.

BRAND ELEMENTS

Created by Dhananjai Kaushal

MAKE IT MEANINGFUL

Created by Dhananjai Kaushal

Unless and until your brand has meaningful effect on the potential customers, all the image building activity amounts to nothing.

The customers must remember what a brand does, because that is how they think of a brand when they need something.

For example, you think about a smart phone and you automatically think about i-phone or galaxy s3 or s4…. Notice how nokia seldom pops to mind?

BRAND ELEMENTS

Created by Dhananjai Kaushal

KEEP IT CONSISTENT

Created by Dhananjai Kaushal

The basic message behind all marketing campaigns of a company should be consistent through changing times.

You may alter your marketing approaches but altering the basic philosophy or idea behind your company is undoing all the hard work you did before.

Your brand’s perception in the minds of the customer must be consistent with what it was in the past and should be kept consistent in all future campaigns so that they are able to recall your brand faster and associate all that went into your previous marketing and branding campaigns, with it.

BRAND ELEMENTS

Created by Dhananjai Kaushal

Branding is not the process of convincing people that your company is better than the competition, rather, it is a way of reaching out to them in a way that they feel that only you are capable of solving their problems.

It is important to understand the needs of your target consumer base and focus on them.

Winning the hearts of the target customer base forms an intrinsic part of a successful branding campaign, as buying is more of an emotional decision than a logical one. To do that, you must come across as a reliable and dependable company, one that shall be able to keep their ‘Brand Promise’ through the test of time.

FINALLY…..

Created by Dhananjai Kaushal

Deliver the message clearlyMaintain the credibility of the brandConnect to the target customer base on

an emotional levelMotivate the buyerEncourage and Reinforce Consumer

Loyalty

At the end….. A good brand will achieve the following objectives…

Created by Dhananjai Kaushal

I hope you enjoyed the presentation…..

Thank you!