How branding can make or break brands

1. Branding
The Power

2. Outline
What is Branding?
Elements of Branding
Stats
Power of Branding
Branding for Startups
Branding Blockbusters
Branding Blunders
Exercise:
Spot the Branding in this presentation - Micro
branding
Personal Branding:
Define Brand YOU

3. What is Branding?
Brand is a name, logo, slogan, and/or design scheme associated with a product or service.
Branding is the process of creating a relationship or a connection between a company's product
and emotional perception of the customer
Elements and types of Branding
Visual Elements
● Logo
● Tagline
● Slogan
● Vision & Mission Statement
● Customer Experience
● Stakeholder Experience
● Consistency
Types
Based on audience:
Internal
External
Personal / Individual
Attributes
Innovative, Unique
Honest, Credible
Sticky
Reliable
Visible where it matters
Move with the times
Emotional Connect

4. Your Brand Ecosystem
Brand Pack / Visual Elements: Logo, website, letterhead, product name,
product packaging
Brand Personality: What does your brand wish to be known for? Great
health, happy, serious, dependable, etc
Brand Promise (Mission): The most important thing your brand promises to
deliver / provide / do
Brand Vision: What does your brand wish to change for the better and
benefit of larger good?

5. What do the stats say?
● It takes 5 to 7 impressions for people to remember a brand.
● Color improves brand recognition by up to 80%
● 73% of consumers love a brand because of helpful customer service
● 1/3 of the world’s top 100 brands include the color blue in their logos
● 89% of shoppers stay loyal to brands that share their values
13% of consumers would pay 31-50% more for your
products or services if they were under the impression that
your business is making a positive impact on the world.

6. Why Branding
Reasons?
Your turn to talk
Your branding strategy is a success when it makes your customer feel that there is no other product better than yours.

7. The PowerOf Branding

8. The Power of Branding
Sales?
Make it or Break it
Name and fame?
Growth?
Customer Recall?
Better talent?
More clients?

9. Why branding can make it or break it
Image Courtesy: TherapyDigital
Clients Customers
Employees Contractors
Vendors Public
YOU
Your Company
Your Product
ARE YOU WORTH RECALL?
WHY SHOULD I PREFER YOUR COMPANY /
PRODUCT?
WHY SHOULD I JOIN YOU?
WHY SHOULD I STICK WITH YOU
WHY SHOULD I INVEST IN YOU?
Is your brand strategy answering these questions?

10. Are you worth recall?
As a customer, my memory is flippant.
I can’t give you more than 10 seconds of my time and memory.
Are you worth remembering?
Which company comes in your mind when I say -
● Shoes?
● Online shopping?
● Best place to work?
● Sports car?
● Smartphone?
What association does your brand make in the mind of your target audience?

11. Why should I prefer your company or product?
What’s my USP?
How am I different?
What value-add am I offering?
Do I want one time customers or
long-term patrons?
What is my value system and identity?
Do companies have an identity?

12. Why should I join you?
The term Employer Branding
Surveys like “Best Place to Work”
Important to choose right people to succeed
To attract them, employers share what is called the EVP -
Employer Value Proposition
To answer this, companies have to extensively plan for
external branding - social media, print, TV, magazines,
etc.
External - because companies want to attract great talent
“Hilton truly has
hospitality at its core,
resulting in a unique
team member and
guest focus that is
unlike any other
company I have seen.
The company invests
in me and my team,
and encourages an
entrepreneurial
approach to our
work.
Employee Speak:

13. Why should I stick with you
Employees
“Talent Retention”
An example of such a branding exercise, let’s say, for a
technology company, would be to participate or host in a
hackathon like event - to brand itself on several aspects.
Employee Engagement activities are also part of internal
branding - and answer this question
Customer
● Why should I not switch to another brand?
● Customer Loyalty Programs
● Extra benefits
● Great customer service
● Striving for customer delight

14. Why should I invest in you?
When customers puts in their hard-earned money in buying a product or
service from you, they are “investing” in you
When your employees spend their time off on completing your Board
presentation, they are “investing” in you
When your venture capitalist sees value in your product that makes strategic,
financial and market sense futuristically, then they will “invest” in you

15. Branding for Startups

16. Branding for Startups - budding entrepreneurs
Building a brand is a union of
Brand Pack
Logo, letterhead,
tagline, vision,
mission
Integrated Brand
Experience
Honesty, credibility,
customer delight,
consistent quality,
integrity and values
Hard Attributes Soft Attributes

17. At a glance…
● Figure out your Who, What, How, Why and Where
● Decide on a brand name
● Think of what colors you would like to use - Color Psychology helps!!
○ Orange = Confidence (PwC, BMC Software)
○ Red = Boldness, High Energy
○ Blue = Corporate, Serious
○ Pink = (Women, Cute)
○ Green = Growth
● Decide if you want to make the name into a logo, or use a combination of
name / initials / emblem
● Whatever you choose, build a convincing story around it

18. The Ideal Brand Pack
You start with your problem statement
Mission:
● Your mission statement focuses on TODAY - short term
● What do we do, whom do we serve, how do we serve?
● Concerns the company and its immediate people
Vision:
● Your mission statement focuses on TOMORROW - long term
● Hopes, dreams for the larger good - WHY we are doing what we are doing
● Concerns a wider audience that may or may not be connected to company
Values:
● How do we govern ourselves in times of stress?
● What rules and values guide us?
● How do we take our decisions?
Then comes the logo
and everything else

19. The Ideal Brand Pack - more examples
Company: TED
Mission: Spread ideas.
Vision: We believe
passionately in the power of
ideas to change attitudes, lives
and, ultimately, the world.
Company: LinkedIn
Mission: To connect the world’s
professionals to make them more
productive and successful.
Vision: To create economic
opportunity for every member of
the global workforce.
Company: L’oreal
Mission: Offering beauty for all
Slogan: Because you are worth it
Vision:
Offering all women and men
worldwide the best of cosmetics
innovation in terms of quality, efficacy
and safety.

20. A moment on Taglines and Slogans
Do you think a tagline is important?
Memorable | Key Benefit | Differentiates the brand | Creates a positive
feeling about the brand
What’s the difference between a slogan and a tagline?

21. Some popular slogans / taglines
Nike
Tagline: Just Do It -
Tagline
Brand Promise: To
bring inspiration
and innovation to
every athlete in the
world.
Apple
Tagline: Think
Different - Slogan
Brand Promise:
innovation, privilege,
out of the box
thinking
Dove
Tagline: You are more beautiful
than you think
Brand Promise:
An agent of change to educate
and inspire girls on a wider
definition of beauty and to
make them feel more confident
about themselves”
Evokes motivation Evokes standing out
Evokes self-worth &
confidence

22. From Confusion to Clarity Company: Amazon
Mission: We strive to offer our customers the lowest
possible prices, the best available selection, and the
utmost convenience.
Vision: To be Earth’s most customer-centric company,
where customers can find and discover anything they
might want to buy online.
Why it works: Amazon’s mission is cut-and-dry about
what they offer to customers. The vision takes the
offerings farther, saying their company will offer
“anything” customers want.

23. Confused Brands of the World / Brand Blunders
Let us see some hilarious examples of branding gone wrong.

24. Electrolux

25. Colgate
The year 1982, US
Colgate launched
frozen ready to eat
dinners called
Colgate Kitchen
Entrees
No, people couldn’t
accept it.

26. Fair & Lovely - evoked reactions against racism
Fair & Handsome too

27. Pepsi in China - 2014
The intended slogan was, “Pepsi brings you back to life”

28. KFC in China

29. Everyone’s favorite
Bajaj Finance

30. Social media brand building? Be extra careful!!
Share what you love about
McDonalds’ with #McDStories
Guess what could possibly go
wrong?

31. A quick exercise
Spot the branding in this presentation

32. Personal Branding
The i in Branding

33. How do you as an individual build your brand?
Do you create a logo for yourself? Maybe (SJS;
Simerjeet Singh)
Do you build a tagline for yourself? Maybe
(Elevator Pitch)
What values do you hold dear?
Are you willing to stand up for those values
anywhere? Everywhere?
What is unique about you that you/your
company can communicate within a few
seconds?

34. A moment on Elevator Pitch
● Communicate your value in
20 - 40 seconds
● I help <audience> with
<service> so that <benefit>
○ Wows
○ Evokes interest
○ Makes listener feel that they
need you
● Urges one to remember you

35. Name ≠ Brand
If you believe the name Amitabh Bachchan is a brand, it
became a brand due to a series of reasons.
Amitabh Bachchan started his career with 12 flops at age
30.
What makes his name a brand today, is not only hard
work and perseverance but also his commitment to
leading a meaningful life, inspiring everyone around him.
He stands tall for perseverance, his turnaround story is a
lesson for everyone.

36. Brand: Neil Patel
THE. authority on Digital Marketing
Philosophy:
● Quality content - he redefined how one should write content in his blog Kissmetrics
● Honest sharing
● Personal and value-based interaction with commenters
Giving back to society - he today shares all the tips and tricks needed to get successful in his digital marketing vlogs -
for no charge. His free tools include Ubersuggest, Quicksprout, CrazyEgg etc. He was recognized by the former
President Barack Obama as top 100 entrepreneur under 30, Forbes calls him one of the top 10 digital marketing
influencers, Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.

37. Your personal brand promise
Build a solid
personal brand
that is
YOUnique
01
02
0304
05
You carry your brand promise with you
everywhere you go
You live, breathe and walk your values
As an employee / manager / future leader /
investor, you will remain committed to your
brand promise and ensure that everyone
identifies you with it.
You may evolve as a person - but values
remain constant - or more values get added
to the ones that already are.
As professionals & individuals, use the Power
of Branding to your advantage by turning
your personality into a Brand worth mention.

38. What’s YOUR brand going to be? - Final words
- Identify and define core values
- Identify your target audience (Should be
everyone, everywhere)
- Use the right tools and channels
- Interact, interact, interact to build value
- Be genuine, care and show care
- Help others wherever you can
- Be the ‘leader’ without a title
- Be consistently dependable and
consistently consistent.

39. Questions?