1. To know is nothing…
To IMAGINE is EVERYTHING

3. Why do you need a Branding
strategy?
• To complement the overall business plan
• To identify ways in which PR can help achieve organizations
objectives
• To focus and manage all the communications of an
organization- internal and external
• To ensure maximum benefit from all 360 degrees activities
• For startups- VISIBILITY
An organization is only as strong as its reputation.
A brand is a tool that is used in the business world to describe all
the information or perceptions that are connected with a
product or service.
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4. Corporate credibility
• Plays an important role in Indian psyche.
• Risk taking capability is usually less.
• Products stand because the corporate does

5. 7 Steps to Building your Brand
1. Self-reflection
2. Continuous Efforts
3. Prepare marketing strategy
4. Build relationships
5. Prepare marketing pieces
6. Develop your pitch
7. Follow up

6. Step1:Self Reflection?
– Where are we now?
– Where do we want to be?
– To whom are we talking (audiences)?
– What do we want them to do?
– Why do we want them to do it?
– What are we going to say to them (messages)?
– Where are we going to reach them?
– When are we going to reach them?
– Which techniques (methods) are we going to use?
– How much are we going to spend?
– What if there are unforeseen problems?
– ROI?
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7. Step2: Continuous Efforts
• You want customers to know you exist;
• You want customers to know your products
• You want the media to publish your news releases
• You want to help secure future ……….growth….etc.
Media coverage helps you attract "quality" prospects
Because public relations increases credibility, it helps you attract
those who want the best. When people have heard of you and
have a favorable impression of you, it is easier to attract and
hold their attention while you tell your story.
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8. Step3: Marketing Strategy
• Create a marketing plan for BLU/Homeland
• Be visible to enhance your Brand
– PR
– Above the line Advertising
– Online advertising
– Internal communication
– Events
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9. USP of BLU/Homeland
• Segment has been created
• Product is great
• Need exists in the market

10. What do we need to do ?
• Differentiate
• Market innovatively
• Position distinctly

11. The strategy
In the Indian market, BLU/Homeland will
primarily have to do three things:
• Educate
• Elucidate
• Elevate

12. Educate
• The first strategic imperative for BLU/Homeland team
would therefore be to educate its prospective audience
about the brand – What does the brand stand for? What
makes it different? Why would you prefer
BLU/Homeland ?

13. Recommendations
• Online Webinars,
• Blogs, Networking
• Online Directories
• Banner ads in Google, other public faces
• Films

14. Elucidate
• After establishing brand BLU/Homeland,
we will have to demonstrate how the
offering is in every sense an extension of
the brand promise.

15. Recommendations
• Bulk Emails, Sms campaign
• Niche films
• Testimonials promotion
• POP branding

16. Elevate
• Create a perception (strongly rooted in fact):
• amongst the customers that it is this company that can be
the ultimate solution for your services.
• It will be our intent to generate a ‘local’ vs ‘global’ divide
in this stage of communication. All communication must,
at this point, result in a call to action. And generate for the
Team not just numbers and not just premium, but waiting
lists.

17. Recommendations
• Loyality programs
• TV commercials
• Road activations
• PR
• Events

18. Step4: Build Public Relations
Media coverage increases credibility
Paid advertising increases name recognition; media relations
increases credibility.
When people read a story about the excellence of your organization
in a newspaper or see a story praising your company on television,
they are much more likely to have a favorable opinion of your
organization.
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19. Press kit
A press package is the foundation of any media relations program.
• Description of the organization,
• key facts and figures,
• a history,
• and two or three stories on current trends and issues.
• Photography.

20. Media List
• The Times of India Samna
• Pudhari Punyanagri
• Navbharat Deshonnati
• Gavkari Aaj Ka Anand
• Divas Ratri Sanj Samachar
• Sanj varta Sandhya
• Aikya Sandhyanand
• Power of Voice Rashtratej
• Tarun Bharat Bharat Diary
• Pune metro Bhagya Darpan
• Navin Sandhya The Indian Express
• Hindustan Times Sakaal Times
• DNA Economic Times
• The Financial Expres Business Standard
• Hindu Business Line Mid Day
• Sakal Lokmat
• Loksatta Kesari
• Prabhat

21. • Electronic Media- Z 24hrs, Star Maza, NDTV
Profit, AAj tak, Sahara Samay, Etv Marathi,
Sam Marathi, etc.
• Wire Agencies - PTI, UNI.

22. Announcements
• Brief press releases should be issued on
such topics as promotions or hiring of new
executives, openings of new office and the
addition of new products. These typically
result in one- to two-paragraph stories in
publications, and keep your name in front
of the target audience.

23. “Trend” Press Releases
• These are usually the most valuable to the
news media, and will help you establish a
reputation as a source. These are about
developing trends in your industry and
contain information that would otherwise
be difficult for the media to obtain.
• Analytics and data mining are as it is not-
so-known topics to talk about

24. Video news release
• You may want to do a complete video news
release (VNR) when there is an important
announcement, or simply have background
footage available for various television
stations to put together their own stories.
Footage must be in professional Betacam
format, rather than VHS.

25. Press Conference
• A press conference can be done to
disseminate the right information, growth
plan….etc…

26. Director Profiling
• One on ones
• Interviews in business magazines

27. Step5: Marketing Collaterals
• Your promotional pieces should include:
– Banner Ads
– Newsletters
– USP based Designs
• Consider how you will incorporate your
mission/vision into your marketing collaterals
• Consider how you will distribute these pieces
– Job search engines or other online based promotion
– Internally within employees
– Interactive events
– ATL-Hoardings, print ads
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28. Step6: Develop a pitch
• Your designs speak a lot about what you intend
to say-your messages.
• Your PR initiatives should simultaneously couple
up brand initiatives.
• It is important to identify and spread this “one”
thought that sums up the existence of the
company
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46. Sponsorship
• College canteens, college fests…..
• Job fairs.

47. Malls & multiplexes
• Young audience can be reached out easily
through these places
• Slide branding

48. Hoarding
• The same messages could be converted
into a hoarding.
• Mobile Hoarding can be used
• Branding on cars,taxis can be done

49. Mobile Hoarding
• Consistent message
• Interactive vans

50. Step7: Follow up
• Good follow-up communication will
assist in creating a positive association
with your brand
• Also is it important to assess the ROI.
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