An introduction to brand and brand identity design

1. Branding.
An introduction by Kanishka Das.

2. What is Branding ?
“A brand is a customer’s gut feeling about a
product, service or a company”
- Marty Neumeier
A brand is “The intangible sum of a product's
attributes: its name, packaging, and price, its
history, its reputation, and the way it's
advertised.”
- David Ogilvy,

3. Branding by Definition.
• Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy,
reliability, assurance and care.
• Branding establishes added emotions and trust
• Branding is the strategic
• Branding provides a vision and a base
• Branding is a promise
• It’s permission to believe.
• Awareness about the company or its product.
• No expiry

4. Why is Branding Important ?
• A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that
identifies a product and differentiates it from its competitors. In other words, a brand is a visual representation
which people correlate with a company or a product. An effective brand identity is the one which customers
associate with a high level of credibility and quality.
• The inclination of the world towards Visual approach.
• Motives of functionality.
• Motives of story-telling.
• Bigger the market , greater the specialization

5. Key branding elements
• Brand Identity
Name , Taglines, Logo
• Brand Promise
Promise to deliver every time
• Brand Personality
What the brand needs to be known for
• Brand Association
Colors , taglines , images , fonts, uniforms , equipment , etc.

6. What are the Steps of Branding?
• Research your target audience and your competitors.
• Pick your focus and personality.
• Choose your business name.
• Write your slogan.
• Choose the look of your brand (colors and font).
• Design your logo.
• Apply your branding across your business and evolve it as you grow.

7. How does branding help in product
or service growth?
• Developing Brand Equity
• Developing individual or connected campaigns
• Articulation of Facts
• Umbrella Strategy

8. Branding from a designer’s
perspective.
• What do the Advertisers want to achieve?
• What is marketing goal to increase sales volume or to
create a new market?
• What is the advertising goal ?
• Is it a one off or a campaign series
• What will be the medium?
• What is the budget inclusive of rejection fee?
• Characteristics of the brands target audience

9. Other perspectives.
• When you’re creating a brand you’re actually making millions of brand due the differences in the perceptions of
every individual audience. Brand is like a reputation
• Brand does not end at logos campaigns and taglines, it’s the later part where there’s, customer service, messages
that are put out and most importantly the quality of a service or a product.
• Everyone in a company affects the brand.
• New Perspectives and approaches needed ( Example of the Klaris )

10. Outstanding
Brandings over
time.
Nike ( swoosh )
BMW
Mickey Mouse ( Disney )
Starbucks
Apple
Federal Express

11. Brands that defined a sector.
• Xerox Corp.
• Red Cross

12. Cultural Parameters in Branding.
• Material culture
• Cultural preferences
• Language
• Education
• Religion
• Ethic and Values
• Social organization

13. Case study
“Coca-Cola' is the most recognized trademark
in the world, with 94% global recognition.
It is also commonly thought that it is the
second most widely understood word in
the world, after 'OK'.”
• Strategical Sponsorships
• Product quantity variation based on demographics.
• Launch of Diet Coke.
• Launch of various flavors depending on cultural
• Cultural parameters and tastes.

14. Case study
• The brand's slogans have developed over time.
• On average, it touches consumers over 50 times a day.
• Why is Coca Cola successful?
• Creativity is Everything
• A Company For People, By People
• Create a Strong Visual Identity

15. Case study
• Amul branding Strategy
1.Quality
2. Pricing
3. Product Portfolio
4. Supply Chain Management
5. Advertising Strategy
6. Mascot & Taglines
7. Umbrella Branding
8. Social Responsibility
The Amul girl was created as a response to Amul's rival
brand Polson's butter-girl. The idea was conceived in 1967
once ASP It was executed by Sylvester Da Cunha

16. Cases of bad brandings.
• Bad Logos
• Copying Logos/Designs.
• Bad Advertising.
• The Wrong Target Audience.
• Brand Attention.
• Forgetting That Brand Is All-Encompassing.

17. thank you.