Understanding the art of branding. All that the layman needs to know about what branding is and how to use it.

1. Created by Dhananjai Kaushal

2.  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 ???
Created by Dhananjai Kaushal

3.  Brand Promise
 Brand Perception
 Brand Expectation
 Brand Persona
 Brand Elements
But, there are a few factors that gauge just how
popular a brand is, or can become:
Created by Dhananjai Kaushal

4.  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!
Created by Dhananjai Kaushal

5.  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.
Created by Dhananjai Kaushal

6.  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.
Created by Dhananjai Kaushal

7.  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.
Created by Dhananjai Kaushal

8. Created by Dhananjai Kaushal

9.  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.
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11.  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?
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12. Created by Dhananjai Kaushal

13.  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.
Created by Dhananjai Kaushal

14.  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.
Created by Dhananjai Kaushal

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