Branding Basics For Entrepreneurs
By

08.02.2014
Business-Owners
Is your business a brand yet?
They say : Branding is for the
big cats only

We say : Branding can help
everyone – big or small
Floor Branding
Turning a metro
into a beach
For promoting
holiday offers
Floor stickers
Intelligent placement
Use of Elevators in Branding
Use of Day to day to day objects to make brand presence
Bacterial Billboards
Landscape Branding
•Experiential Design for offices/workspaces
Mossages
Sand
Inside Metros
Outdoor
Inside
Shopping Cart
Transit
Through QR Codes
Collaborative Associations
Collaborative Associations
Let’s get to the basics
Customers

Target
Audience
You

Idea

‘Hunger’ =

Brand

Brand

Communication

USP
Objectives of Brand Communication

Increase period of buying
Increase frequency of use

Short term - ‘Sales’

Long term - ...
Objectives of Brand Communication

Build Awareness

Increase word of mouth

Increase Reach
Define Your Target Audience

Source : MURC India
Define Your Target Audience

Media Consumption
Habits

Digital Consumption
Patterns
USP
USP

Why should they go with
your product/service
ONLY?
How you can sell?

Or
Make a different product
And when it is an ‘and’
you got an

Sell it differently
Brand is

Intangible
Experience built
around your product

BRAND COMMUNICATION
82% of Companies Ignore Branding Goals When
Interacting With Customers
Advertising
Campaigns

Marketing
Collaterals

Digital
Identity

Brand Identity
Brand
Identity

THE MOST ESSENTIAL PART OF YOUR BRAND
Advertisi
ng
Campaig
ns
Marketin
g
Collateral
s
Digital
Identity

Br...
HOW TO GO ABOUT YOUR
BRAND NAME?

• Simple
• Easy to Remember
• No pun
• Easy to pronounce
• Short as possible
• Story Bui...
HOW TO GO ABOUT YOUR
BRAND NAME?
• Simple
• Industry Specific
•Memorable
•Clear

Advertisi
ng
Campaig
ns
Marketin
g
Collat...
BASIC LOGO TYPES
WORD MARK
ICONIC

LETTER MARK

EMBLEM

COMBINATION
LOGO – FONT FAMILY

Advertisi
ng
Campaig
ns
Marketin
g
Collateral
s
Digital
Identity

Brand
Identity
Tagline
• Based on what USP your product/service has
to offer
• Revolves around the central positioning of
the brand in th...
Your 30 Seconds Company Intro (In Person)
Example

“A creatively charged communications agency
helping build brands from s...
Visiting Cards

Advertisi
ng
Campaig
ns
Marketin
g
Collateral
s
Digital
Identity

Brand
Identity

Not an ordinary visiting...
Quickies (Company Services Video)
• 60 - 120 seconds video like a company profile
• Easy to introduce your product/service...
Interactive websites
•
•
•
•

Most Important Brand Touch Point today
Responsive Websites
Mini Website – interaction based
...
Website Design
•
•
•
•
•

Memorable
Responsive
User - Friendly
Where you want to be in 3 clicks or less
Appealing Design

...
Facebook Page Campaign
Domino’s Pizzas https://www.facebook.com/dominospizzaindia
Indus Pride https://www.facebook.com/ind...
Digital
Identity

Advertisi
ng
Campaig
ns
Marketin
g
Collateral
s
Digital
Identity

Brand
Identity
Marketing
Collaterals

• Standees

• Retail Experience Design

• Direct Mailers
• Brochures / Pamphlets

• Danglers
• News...
Advertising
Campaigns
• Newspapers
• Magazines
• Radio

• Television Commercials
• Corporate Films
• Outdoor
• Billboards
...
IMC
• Making sense of media

Play Video
Things to do after this
•
•
•
•
•
•

Customise your target audience
Identify your media channels
Define your USP
Work on y...
Do join us next week for our meetup,
15th Feb, Saturday 11 AM @CCD Janpath for

Our Contacts :
Shobhit (9911764488), Lily ...
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
Branding basics for entrepreneurs by Brand Diaries Creatives   8.02.2014
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Branding basics for entrepreneurs by Brand Diaries Creatives 8.02.2014

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This is the presentation we had given on Wannapreneurs2Entrepreneurs meetup on 8th Feb, 2014.

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Branding basics for entrepreneurs by Brand Diaries Creatives 8.02.2014

  1. 1. Branding Basics For Entrepreneurs By 08.02.2014
  2. 2. Business-Owners
  3. 3. Is your business a brand yet?
  4. 4. They say : Branding is for the big cats only We say : Branding can help everyone – big or small
  5. 5. Floor Branding Turning a metro into a beach For promoting holiday offers
  6. 6. Floor stickers Intelligent placement
  7. 7. Use of Elevators in Branding
  8. 8. Use of Day to day to day objects to make brand presence
  9. 9. Bacterial Billboards
  10. 10. Landscape Branding •Experiential Design for offices/workspaces
  11. 11. Mossages
  12. 12. Sand
  13. 13. Inside Metros
  14. 14. Outdoor
  15. 15. Inside Shopping Cart
  16. 16. Transit
  17. 17. Through QR Codes
  18. 18. Collaborative Associations
  19. 19. Collaborative Associations
  20. 20. Let’s get to the basics Customers Target Audience You Idea ‘Hunger’ = Brand Brand Communication USP
  21. 21. Objectives of Brand Communication Increase period of buying Increase frequency of use Short term - ‘Sales’ Long term - ‘Recall’
  22. 22. Objectives of Brand Communication Build Awareness Increase word of mouth Increase Reach
  23. 23. Define Your Target Audience Source : MURC India
  24. 24. Define Your Target Audience Media Consumption Habits Digital Consumption Patterns
  25. 25. USP
  26. 26. USP Why should they go with your product/service ONLY?
  27. 27. How you can sell? Or Make a different product And when it is an ‘and’ you got an Sell it differently
  28. 28. Brand is Intangible Experience built around your product BRAND COMMUNICATION
  29. 29. 82% of Companies Ignore Branding Goals When Interacting With Customers
  30. 30. Advertising Campaigns Marketing Collaterals Digital Identity Brand Identity
  31. 31. Brand Identity THE MOST ESSENTIAL PART OF YOUR BRAND Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  32. 32. HOW TO GO ABOUT YOUR BRAND NAME? • Simple • Easy to Remember • No pun • Easy to pronounce • Short as possible • Story Building • Relevant to Industry
  33. 33. HOW TO GO ABOUT YOUR BRAND NAME? • Simple • Industry Specific •Memorable •Clear Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  34. 34. BASIC LOGO TYPES WORD MARK ICONIC LETTER MARK EMBLEM COMBINATION
  35. 35. LOGO – FONT FAMILY Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  36. 36. Tagline • Based on what USP your product/service has to offer • Revolves around the central positioning of the brand in the market • Can’t change every day Example “Creative Agency Following Strategy. For A Change.” – Brand Diaries Creatives Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  37. 37. Your 30 Seconds Company Intro (In Person) Example “A creatively charged communications agency helping build brands from strategy to action.” – Brand Diaries Creatives • WHO WE ARE? WHAT WE DO? In most crisp format Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  38. 38. Visiting Cards Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity Not an ordinary visiting card but what people keep for a lifetime • Bold • Industry Relevant • Different yet pocket-sized
  39. 39. Quickies (Company Services Video) • 60 - 120 seconds video like a company profile • Easy to introduce your product/service • Great tool for B2B businesses
  40. 40. Interactive websites • • • • Most Important Brand Touch Point today Responsive Websites Mini Website – interaction based Break the basics and create something new • Thematic and in sync with your Identity
  41. 41. Website Design • • • • • Memorable Responsive User - Friendly Where you want to be in 3 clicks or less Appealing Design Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  42. 42. Facebook Page Campaign Domino’s Pizzas https://www.facebook.com/dominospizzaindia Indus Pride https://www.facebook.com/induspride?fref=ts Twitter Campaign Hippo https://twitter.com/HelloMeHippo #Clefttosmile :{to:) Trident – Bangalore – order through twitter post contest Blog Domino’s Pizzas http://www.dominos.co.in/blog/ Youtube - Viral Videos Gangnam Style Kolaveri Di Flash Mob Pinterest Campaign http://www.pinterest.com/veromodaindia/
  43. 43. Digital Identity Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  44. 44. Marketing Collaterals • Standees • Retail Experience Design • Direct Mailers • Brochures / Pamphlets • Danglers • Newspaper Inserts • Presentation Templates • Posters Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  45. 45. Advertising Campaigns • Newspapers • Magazines • Radio • Television Commercials • Corporate Films • Outdoor • Billboards • Bus – shelters • Banners • Pole Kiosks Advertisi ng Campaig ns Marketin g Collateral s Digital Identity Brand Identity
  46. 46. IMC • Making sense of media Play Video
  47. 47. Things to do after this • • • • • • Customise your target audience Identify your media channels Define your USP Work on your communication mantra Make a basic brand strategy action plan Hire a good creative cum strategic agency/freelancer
  48. 48. Do join us next week for our meetup, 15th Feb, Saturday 11 AM @CCD Janpath for Our Contacts : Shobhit (9911764488), Lily (9971832008)

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