Building a BRAND

Brand and branding basics

22nd of July 2014

The what is a brand? question

The word brand, when used as a
noun, can refer to a company name, a
product name, or a unique identifier
such as a logo or trademark.
Branding today is used to create
emotional attachment to products and
companies.
Branding efforts create a feeling of
involvement, a sense of higher quality,
and an aura of intangible qualities that
surround the brand name, mark, or
symbol.

The definition of BRAND...

A brand is an identifiable entity that
makes specific promises of value.

In its simplest form, a brand is

nothing more and nothing less than the
promises of value you or your product
make.
These promises can be implied or
explicitly stated, but none-the-less,
value of some type is promised.

What does a BRAND consist of?

Attribute
s

Image

BRAND

YOU

Identity

A Brand is more than a name or a

logo.
Is your promise and responsibility to every
stakeholders you are dealing with.
Brand cannot be created based on
artificial definitions, but from the
ideological Identity
concept of your organization.

Attribute
s

Brand image is the stakeholders

perceptions about the brand.
Its how they see it, which may not
connect with the brand identity. You need
to make sure that what they see and think
is what the Brand transmits.

Bran
d

Image

You

How do you indentify with your Brand?

The attributes are simply the many How you behave is the stakeholders
properties of given brand. Ex. For a car experience of the Brand, and no
prestige, cost , reliability, exclusive, type advertisement can overcome that
impression.
(sport, family, luxury)
You are the face of the organization.

Awareness
Brand awareness is when people recognize your brand as yours.
This does not necessarily mean they attach a high value or any
superior attributes to your brand, it just means they recognize your
brand.
Top-of-mind awareness occurs when
you ask a person to name brands within
a product category and your brand pops
up first on the list. When you think
about soft drinks, web search engines
do Coca Cola and Google come to mind?
These brands enjoy strong top-of-mind
awareness
in
their
respective
categories.
Strategic awareness occurs when not
only does the person recognize your
brand, but they also understand the
distinctive qualities that make it better
than
the
competition.
Strategic

But
Brand awareness is not everything
Brand awareness is vitally important for all brands, but high brand
awareness without an understanding of what sets you apart from
the competition does you virtually no good.
This distinction as to why your brand is unique in your category is
also referred to as your Unique Selling Proposition (USP). Your
USP tells your target market what you do and stand for that is
different from all of your competitors.

Also
What you need to do in branding is to communicate what the
brand distinctively stands for, using as few words or images as
possible.
So remember, branding is all about creating singular distinction,
strategic awareness, and differentiation in the mind of the target
market not just awareness. When you have been successful, you
will start building equity for your brand.

More things to know about

branding...
As I mentioned earlier, a brand is more than just a word or
symbol used to identify products and companies.
A brand also stands for the immediate image, emotions, or
message people experience when they think of a company or
product.
A brand represents all the tangible and intangible qualities
and aspects of a product or service.
A brand represents a collection of feelings and perceptions
about quality, image, lifestyle, and status. It is precisely because
brands represent intangible qualities that the term is often hard to
define. Intangible qualities, perceptions, and feelings are often
hard to grasp and clearly describe.
Brands create a perception in the mind of the customer that
there is no other product or service on the market that is quite like
yours.
A brand promises to deliver value upon which consumers and

Elements of a brand
1.The competitors (organizations that offer similar products to
your stakeholders)
2.Target audiences (potential supporters and enablers)
3.Physical manifestations (touch points between your brand
and its stakeholders)
4.Benefits (what our stakeholders obtain interacting with your
brand)
5.Your Values (the organizations/brands values)
6.Discriminator (what distinguishes the brand from its
competitors)
7.Essence (what are the brands actions/activities)

Brand management
If a brand is not effectively managed then a perception can be
created in the mind of your market that you do not necessarily
desire. Branding is all about perception. Wouldn't it be nice to have
people perceive you the way you would like them to perceive you?
That is what branding and brand management are all about.
Brand management recognizes that your market's perceptions
may be different from what you desire while it attempts to shape
those perceptions and adjust the branding strategy to ensure the
market's perceptions are exactly what you intend.
So you may now have a better understanding of what a brand is
and why awareness about your brand does not necessarily mean
your brand enjoys high brand equity in the marketplace. You might
even understand that brand management is all about shaping and

Benefits of a strong brand

A strong brand influences the buying decision and shapes the
ownership experience.
Branding creates trust and an emotional attachment to your
product or company/organization.
A brand is something that nobody can take away from you.
Brands also help people connect with one another.
A strong brand signals that you want to build customer loyalty,
not just sell product.
Branding builds name recognition for your company or
product.
A brand will help you articulate your company's values and
explain why you are competing in your market.

REMEMBER!
People do not purchase based upon features
and benefits.
People do not make rational decisions. They attach to a brand
the same way they attach to each other: first emotionally and then
logically.
Similarly, purchase decisions are made the same way, first
instinctively and impulsively and then those decisions are
rationalized.
A strong brand helps mold and shape that emotional reaction in
people, which is a very strong influencer in the purchasing
decisions they make.
Once they have an emotional attachment to your product or
your company/organization, then they will justify their purchase
decision based upon product features and benefits.

Steps in building a strong brand

Start with a quality product.
Identify your brand's singular distinction, define your
message,

and

position

your

brand

properly

in

the

marketplace.
Own a word or phrase. When defining your message, try
to own a single word or short phrase in the mind of the market.
Tap into emotion. Develop accessible attributes for your
brand.
Build the image. Visually, verbally, and through your
actions.
Market the image.
Live the message. You need to deliver on the promise you

REMEMBER!
Branding
is
a
continuous
process
of
communicating with your market.
When you build and manage your brand
properly, your brand will be pay you large
dividends and your brand will be the most
valuable asset you own.

DOs
Understand your brands power.
Establish brand guidelines.
Design to impress and engage.
Conduct researches.
Respect copyright.
Think of your targeted audiences needs.

DONTs
Create a vague brand or over-complicate it.
Forget to police your brands usage.
Try to mimic the look of chains or big brands.
Not maintain the brands consistency.
Trying to make everybody happy.
Over-selling.

The Golden Circle of Influence

Simon Sinek
http://www.ted.com/talks/lang/eng/simon_
sinek_how_great_leaders_inspire_action.h
tml

The Golden Circle of Influence

Q&A

THAN
K
YOU!!
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YOU!!!

THAN
K
YOU!!

THANK
YOU!!!

THAN
K
YOU!!
THANK
!
YOU!!!

THANK
YOU!!!
THANK
YOU!!!

THANK
YOU!!!

THANK
YOU!!!