A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.

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BOOKCLUB
WHAT IS
BRANDING?
1st Session
Matthew Healey

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The word “brand” comes from the old norse or germanic root
meaning “burn”.

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The Components of Branding
Branding, as it is generally
practiced today, involves five
components:
1. Positioning
2. Storytelling
3. Design
4. Price
5. Customer Relationship

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What Does Branding?
1.Reinforce a good reputation
2.Encourage loyalty
3.Assure quality
4.Convey a perception of greater
worth, allowing a product to be
priced higher
5.Grant the buyer a sense of
affirmation and entry into an
imaginary community of shared
values.

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Who Owns the Brand?
The customers who own the brand. If companies want their brands
to succeed, they must look at and manage their brands purely from
a customer's point of view.

6. The BRAND DEVELOPMENT
Process
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1. Research the current
situation
Research the current
situation diligent
research can bring to
bear insights the client
was lacking. This step is
usually called something
like "discovery," because
it involves learning what
has gone before, and
why it has (or hasn't)
succeeded.
2. Imagine an ideal
future
This is often referred to
as the "innovation or
"imagination" step.
Companies that make
innovation a habit usually
end up with strong
brands.
3. Combine strategy
and creativity
Strategy alone won't
succeed; it must be
accompanied by a
creative identity that
engages the senses
appropriately, and
enough publicity and
advertising to arouse
demand for the brand.
4. Wait to let it catch
on
Design, test, redesign,
retest. Of course,
research, analysis, and
testing are critical, but it
is equally critical to read
the results correctly.
Some products give
promising test results
but do poorly in the
market.

7. The BRAND DEVELOPMENT
Process
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Consistency and Change
The core of what appeals to a customer-a brand's meaning and
values, its promise, and the satisfaction it gives- should be constant,
giving customers something to believe in and remain loyal to, over
the long term.
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Evolution vs Revolution
Agencies sometimes offer up incremental changes in identity or
package design as a "rebranding, although really they are not
rebranding at all.

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Design in Branding
Design is the process of giving something a deliberate aesthetic
form. Design in branding starts with the design of the product, and
progresses outward through packaging and labeling to advertising
and collateral marketing material.

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Branding, Advertising, PR, and Marketing
Their purpose is to build and promote that brand, they can all be
considered aspects of a unified field: branding.

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Storytelling, Experience, and Emotion
People love a great story, and the best storytellers have an uncanny
ability to forge a personal, emotional bond with their audience.
Experience is the best way to appreciate something.

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Authenticity
Brands seen as "authentic” elicit a more positive reaction from
consumers who feel exploited by mass-market brands and don't
want to be seen as following the herd, Authentic brands "matter" in
people's lives.

14. Brand Discovery
Many people believe that we have to advertise to succeed,
but some brands are succeed even without any advertising.
“Underground” brands appeal to people precisely without masses
of advertisement, because they have strategies: the passionate
desire of certain customer to “discover” a brand for themselves.

15. The Lifetime Brand: Reality or Myth?
Can lifetime brand loyalty be achieved
under a single brand concept?
Brands that appeal to all ages do so
with a single concept that is so simple, it is universal.

16. Brand Extensions and Line Extension
Brand Extension: new category where the brand meaning
still makes sense to customers.
Line Extension: the same category is geared
to suit different market segment.

17. Association and co-Branding
Association and co-branding are
one of the most effective
strategies for a new brand.
Product Partnership 👍👍
Place Partnership 👍
Price Promotion Partnership 👍
People Partnerships 👎

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Many things can be branded
1. A Product
2. A Service
3. Organizations
4. Places
5. A Person
What else can be BRANDED?

19. Women and Men
At 1990, some brands start to breakthrough the gender stereotypes.
To show that their brand can be used for every gender.
And some brand even redefined the meaning of beauty for women.

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“People used to worry that the global would destroy the local, but in
fact, the global helps the local to untrap itself” - John Tourney,
2006.
Globalization

21. Trademark Protection and Intellectual Property
The irony of branding, is when a strong brand name becomes
too general in some languages, its former owner loses the
protection of trademark.

22. BRAND Valuation
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Brand valuation is controversial. Putting a precise financial value on
such a great intangible is impossible.
Two brands might have a clear economy relationship, but might
engender very different feelings among customers and inspire
different behavior or loyalty.

23. Causes and Advocacy
Why do some companies support charities? Some people may say
that it’s just a PR gimmick. But there is no doubt that it really does
benefit the needier elements of society
1. The “Green” Brand
2. The “Justice” Brand
3. The “Are We OK” Brand

24. Power of the Consumer
Customers can influence brand meaning
by positive actions as well as negative.
The successful, lasting brands harness customers ideas
and make them a permanent part of brand development.

25. BRAND Consulting
and the Future of Brands
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26. BRAND Consulting & the Future of Brands
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“Factories rust away, packages become obsolete, products lose their
relevance. But great brands live forever.”
Backer Spielvogel Bates
Discipline of branding is the love child of graphic design,
advertising, marketing, PR, and corporate identity.
A firm dedicated in branding can offer client the ability to tie all the
strings together and bring a multidisciplinary view
to brand projects.
A consultant also has to unite change management, manufacturing,
and PR, along with areas such as alternative marketings that
ensure the brand value can persist.

27. The goal of a brand is to put
an intangible but powerful
brand idea or insight into the
mind of a customer.
Understanding the role of
each element in brand
identity, and knowing how to
craft it in just the right way to
elicit the right response -
demands understanding of
your customers.
Anatomy
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28. At the heart of every brand,
the customer expects to find
a product or service that
matches what is promised.
Sometimes, a little vision &
imagination are required in
order to articulate the
benefits properly.
Judicious mix of design,
pricing, packaging &
merchandising are used to
communicate benefits,
values, affirmation &
satisfaction of desire.
Core Benefits and Positioning
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29. Insight
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Insight is a grasp of the fundamental truth that sets one brand apart
from its competitors. And it is perennial.

30. Ideas
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Ideas illustrates the insight so that everyone else can grasp it too.
An idea is the innovation that keeps a product relevant to customers.

31. Values are things a brand
stands for. Being aligned with
right values can give boost to
customer loyalty. And they
are fundamental to a
brand’s self.
Integrity, commitment to
excellence, and customer
responsiveness are some of
the universal values owned
by almost every brand out
there.
Values
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32. Every society can be broken
down into segments with
defining characteristics of
each segment, even if not
always clear-cut.
One of many things that
make “cult” brands so
successful is that they seem
to define a lifestyle all their
own.
Lifestyle
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33. BRAND Personality
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34. BRAND Personality
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How a brand is projected, visually as well as through a specific
voice, needs to be CONSISTENT across all areas in order for
customers to see its PERSONALITY.
While the heart of any brand has to be a worthwhile, quality
product, there’s no question that having an endearing personality
can make up for a few flaws.
A great brand offers a producer the luxury of second chance.

35. Product Design
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Product design concerns
both functionality and
aesthetics.
To get satisfactory results,
we need to pose these 2
questions:
1. What values & benefits
should be customer
expect?
2. What cultural standards
will the customer use to
judge the product?

36. Name
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A brand needs name before
anything else, a good name
is synonymous with good
reputation.
Short, likable name that can
be easily pronounced in
many languages (and
registered as domain in every
country) has a huge
advantage.

37. Logo
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Logo is the Name, given
form.
More important than being
original is evoking the
desired associations and
emotional response in the
viewer.
The ideal logo is simple,
elegant, economical, flexible,
practical, and unforgettable.
- PAUL RAND

38. Colour in Branding
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When it comes to using
colours for branding, below
are four things you need to
get full grasp on:
1. Master the physical aspects
of colour; boldness, dynamic,
tension, legibility, etc.
2. Consider how colours (and
their combinations) make
people feel.
3. Understand the cultural
associations of certain
colours.
4. Master the science of colour.

39. Colour: the Physics
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Judicious use of colours can give an impression of real depth.
Color combinations play other important roles as well.

40. Colour: the Psychology
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People react to colours in
predictable ways.
Psychologists generally
believe that our fundamental
understanding of colour is
universal, but opinions vary
regarding how much our
reactions are affected by
culture.
A client's personal colour
likes/dislikes can also
influence the final choice.

41. Colour: the Culture
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Colour interpretations
depend strongly on culture.
Colour component of any
brand needs to be
reconsidered in each local
culture to be sure that it
evokes the desired response.
e.g: white represents death &
bad luck in China.

42. Colour: the Science
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Basic understanding about
technicalities of color
perception is vital.
As well as understanding
difference between colours
of light (as the ones on the
screen - RGB), and colours
on printed medium (CMYK).
Not every color can be
faithfully reproduced in the
other.

43. Typeface
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Type is the clothing that
dresses words; giving
character, emphasis, and
subtle yet distinct personality
that readers often sense
subconsciously.
Typography is art of
selecting & using appropriate
style of type or font that
reinforces message of the
words, without distracting
them.

44. Visual Style
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Includes 3 main elements
such as photography,
illustration, graphic motifs
(incl. borders & frames).
Colors, shapes, materials,
and the overall aesthetic of a
design count as
individual elements.
Selecting the right kinds of
visual elements can have a
surprising impact on how
customers response to an
ads or package design.

45. Graphic Motifs
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Addition of extra graphic
motif can support
wholesomeness & harmony
of a visual identity.
A frame, an area of colour, or
an unusual layout grid can all
work to boost recognition
and reinforce the memory
of that brand.
The right graphic motif can
transfer well to environmental
design & packaging

46. Photography
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Realistic images are the
most powerful element
used in brand
communication.
Subtle cultural reference &
photography tricks can
influence customers
perception and reinforce
the message.
Content and style of images
should reflect the brand.

47. Illustration
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Style of illustration will have a huge effect of perception
in any market, all decisions about this must be approached carefully
to ensure the right response from customers.

48. Sound, Smell, Taste, Touch
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“Customers respond
powerfully to brands that
engage all of the senses.”
Martin Lindstorm, BRAND SENSE
Even though we’re often
unaware of it, our other
senses contribute to
a significant amount of extra
information and experience
to our daily lives.

49. Packaging
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Package design is just one of several tools in brand-building tool kit.
But it can also often provide the whole reason for a brand to exist.

50. Packaging (cont’d)
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Main purposes of
Package Design:
1. Communicate brand identity.
2. Attract attention in a busy
retail space.
3. Position a product within
certain category or price
range.
4. Perform a useful function,
even supplants the product
itself in importance.
5. Fulfill some corollary function,
giving them residual branding.

51. Conveying the brand
message is single most
important task, but it doesn't
mean we can neglect other
aspects.
A package design must
reflect quality associated
with the brand.
For many fast-moving
consumer goods, the
packaging is virtually the
only brand experience
customer has during
decision-making moment.
Packaging (fin.)
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52. THANK YOU
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