The Art of Branding by Dhananjai Kaushal


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

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The Art of Branding by Dhananjai Kaushal

  1. 1. Created by Dhananjai Kaushal
  2. 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. 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. 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. 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. 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. 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. 8. Created by Dhananjai Kaushal
  9. 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. Created by Dhananjai Kaushal
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  11. 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? Created by Dhananjai Kaushal
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  13. 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. 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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