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
20.
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
22.
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
24.
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
26.
27. 2
AUDIENCE
PROFILING
The process of identifying &
segmenting your target audience
and demographic behaviour
patterns
Understanding & analyzing
customer
28.
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
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
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?)
47.
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