CRAFTING A UNIQUE BRAND VOICE: Critical Aspects of Brand Building

1. CRAFTING A
UNIQUE BRAND
VOICE
Critical Aspects of Brand Building
Presented by : Aarti Sheth
Cooper

2. GUESS
THE
BRAND!
"Taste the
Thunder"
2

3. GUESS
THE
BRAND!
2

4. GUESS
THE
BRAND!
2
"Just do it"

5. GUESS
THE
BRAND!
2

6. GUESS
THE
BRAND!
2
"A Diamond
is Forever"

7. GUESS
THE
BRAND!
2

8. GUESS
THE
BRAND!
2
"The Taste of
India"

9. GUESS
THE
BRAND!
2

10. GUESS
THE
BRAND!
2
"Belong
Anywhere"

11. GUESS
THE
BRAND!
2

12. GUESS
THE
BRAND!
2
"Finger Lickin' Good"

13. GUESS
THE
BRAND!
2

14. 2
The
Brandin
g
Process

15. 3
Discover
y

16. 4
Verbal
Brand
Identity

17. 2
BRAND
NAME
A brand name is a unique and
recognizable word or phrase
assigned to a product, service, or
company.
Its purpose is to distinguish and
differentiate offerings from
competitors in the market.
A strong brand name can evoke
emotions, build trust, and
facilitate consumer recall, leading
to increased loyalty and market
presence.

18. Petfit
Pawp On
Scoop Dog
Alpha Pet
Bone Appetit
Pawsome Treats
Short and catchy, it's easy to remember by the
masses, Petfit strives to keep your pets fit via it's
offering
Inspired by the millennial meaning behind "scoop",
ie, "uplift, Scoop Dog's products are meant to uplift
your pets' lives
A millenial take on the brand. The name suggests pet
owners to "pawp on" (more like hop on) and join the
movement towards making pet health a priority.
Alpha Pet derives its name from the concept of
'alpha' representing premium quality and
leadership, reflecting its commitment to providing
top-tier products in the pet care industry.
Quirky wordplay, the name signifies it's UDP, get
your dog a good meal filled with nutritional value
As the name suggests, we deliver pawsome treats
for our four legged furriends

19. 2
BRAND
STORY
Explains the journey of your
company, the inspiration &
motivation behind it
Adds a personal & emotional
touch. Creates connection
Tells customers why they should
trust you
Elaborates on brand's purpose,
vision & mission

21. 2
COMMUNICATION
CHALLENGES &
OPPORTUNITIES
Identifies challenges while
communicating with digital
audience
Streamlines clear, consistent &
targeted messaging
Identify & leverage opportunities
to communicate with digital
audience
Creates an organic community of
engaged existing & potential
customers over pain points

23. 2
BRAND
PROMISE
A credible, different and
memorable experience or service
a customer can expect to receive
with every interaction
Helps build and maintain a strong
attachment & relationship with
your customer
Forms the DNA of a brand

25. 2
BRAND
VALUES
Customer perceived value of
what your company has to offer
Defines why a customer would
choose your brand
Highlights how the brand aligns
with the customer's personal
values
Creates a competitive advantage

27. 2
AUDIENCE
PROFILING
The process of identifying &
segmenting your target audience
and demographic behaviour
patterns
Understanding & analyzing
customer

29. 2
BRAND
POSISTIONIN
G
Defines how your brand is
different from your competitors
& where it stands in the
customer's mind
Justifies your brand strategy &
pricing, relevance & credibility
Creates brand awareness

30. TRADITIONAL
Traditiona
l

31. 2
BRAND
ARCHETYPE
Universally known
characteristics which provide a
personality & human feel to your
brand
Makes your brand relatable
Helps define a communication
strategy

34. 2
BRAND
ATTRIBUTES
Keywords which describe
what the brand is all about
Personifying your brand
The customer immediately
associates your brand through
these traits

36. 2
BRAND
WORD CLOUD
&
BUZZWORDS
Words that most strongly
associate your brand
Repetition creates recognition

38. 2
BRAND
NOMENCLATURE
& KEY PHRASES
List of phrases, key-terms, catch-
lines
They help make your brand more
recognizable

40. 2
BRAND
VOICE
CHART
Reflects the personality and
emotion expressed in your
brand's communication
Defines your brand's vocabulary,
language & messaging
Consistency & repetition of the
brand voice generates trust &
brand recognition

42. 2
TONE OF VOICE
ATTRIBUTES
& SCALE
The emotional inflection applied
to your brand's communication

44. 2
WRITING
CONSIDERATIONS
& BRAND TONE
EXAMPLES
Key technical factors to be kept in
mind while writing
communications
Examples: Usage of Active or
passive voice, positive or negative
statements, etc

46. 2
PRODUCT/SERVICE
FEATURES,
BENEFITS &
VALUES
Features refers to USPs or
differentiating factors of a
product
(Q: What does this product do?)
Benefits refer to the specific
problem that the service and/or
product solves
(Q: How is this product
different?)
Value refers to how the resolution
impacts the customer's life
(Q: What's in it for me?)

48. 2
MARKETING
COMMUNICATION
Overall marketing guidelines and
examples for communicating on
various avenues such as Social
Media, Banners, etc.
Examples on how marketing
communication is built for
advertising your brand's
features, benefits and value to
the customer

50. VERBAL
IDENTITY
IS ONLY HALF THE
BRAND
2

51. YOU DESSERT IT
2

53. EVERYDAY
HEALTH
SOLUTIONS FOR
A HEALTHIER YOU
2

55. LET'S CHOOSE
JOY
2

57. LOVE AND CARE
IS JUST ONE PET
STOP AWAY
2