This is a presentation on Brand and Branding, written and presented by me recently. The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing. It covers certain examples of successful brands which have become one by adopting certain marketing strategies. The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand. The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand. I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand. In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand. As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to. I hope it will be useful for a pretty basic level of understanding.

1. Branding
By:
Samir Samuel David

3. Brand
• It is the unique identity and positioning of a company, an organization, a person or a
product, that you create or is created in the mind of customers/ people.
• It takes time, customer satisfaction, customer positive responses, customer faith, catching
up with customer instincts, delivering the best output, staying original and unique to
become a brand.
• Becoming a brand some fine day is not a sure process.

4. Branding & Marketing
Branding is a Pull Strategy
It says -
“This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your
friends.”
The brand is ultimately what determines if you will become a loyal customer or not.
For a Brand, it is important to deliver on its brand promise of reliability. You can never fail that.
The result of branding could be that in return is sales people whose jobs are easier and more effective, employees who stay
longer and work harder, customers who become ambassadors and advocates for the organization.
Marketing is a Push Strategy
It says -
“Buy me because I’m better than others.” Or because I’m cool, or because you have this problem and I can fix it.

5. • It is mostly about making use of various possible methods to represent the identity or image
of a company. These are materials that speak for the brand and helps in positioning it.
• It is an easier task for any company to be doing branding for their identity, like say making a
logo, writing good tag lines, promoting their products and services, but to be a brand is not at
all an easy task.
Branding

6. To be a Brand
- Purpose
• Functional: This concept focuses on the evaluations of success in terms of immediate and commercial reasons -- i.e. the purpose of the business is to
make money.
• Intentional: This concept focuses on success as it relates to the ability to make money and do good in the world.
- Consistency
The key to consistency is to avoid talking about things that don’t relate to or enhance your brand.
- Emotion
By provided their customers with an opportunity to feel like they're part of a larger group that's more tight-knit than just a bunch of motorcycle riders,
Harley Davidson is able to position themselves as an obvious choice for someone looking to purchase a bike.
- Flexibility
- Employee Involvement
- Loyalty
Reward them
- Competitive Awareness
https://www.forbes.com/sites/theyec/2014/02/12/six-ways-to-become-a-brand-leader/#43039d1e5fcb

8. • It became a brand over years..
• Unique Taste
• Thumbs-Up & Pepsi failed to copy
• They need not to promote but they just remind
that they exist and still taste the best

9. Rolls Royce
Works on the good will and word of mouth from their esteemed and rich customers.

10. Successful Brands
Diversify
• Stick to a single product or service and keep on integrating latest up
grades as per the trend.
• Diversify after the success of one product or service reaching its best
shelf life. after research and planning,

11. • Few became successful
brands by changing their
business
• Made it flourish as a
brand, caught eyes,
attention and users.
Successful Brands
Piano to Bikes

12. Microsoft/ Linkedin/ Conventional Approaches

13. Google/ Facebook/ Apple/ Liberated Approaches

14. Office Photography

18. Brands Queries
1. Does your brand relate to your target audience? Will they instantly "get it" without too much thought?
2. Does your brand share the uniqueness of what you offer and why it's important?
3. Does it reflect the brand promise that you are making to who you are targeting as well as to your internal
audience?
4. Does your brand clearly reflect the values that you want to represent as a customer?
5. What is it that you want your brand to do for your company?
6. What do you want others to know and say about your products or services/ brand?
7. Are you targeting business or consumer sectors?
8. What products and/or services do you offer? Define the qualities of these services and/or products.
9. What are the core values of your products and services? What are the core values of your company?
10. What is the mission of your company?
11. What does your company specialize in?
12. Who is your target market? Who do your products and services attract?
13. What is the tagline of your company? What message does your tagline send to your prospects?
14. How good is your customer and vendor response?
15. Do your customers recommend you over your competitors?
16. How do your customers recognize you?
17. Are the customers/ potential customers attended every time?
18. Do they follow your terms and conditions with trust?
19. Do you exhibit and pitch your brand in actions too?

19. Using the information above, create a personality or character for your company that represents your products
or services. What is the character like? What qualities stand out? Is the personality of your company
innovative, creative, energetic, or sophisticated?
Use the personality that you created above and build a relationship with your target market. How does that
personality react to target audience? What characteristics stand out?
Which characteristics and qualities get the attention of your prospects.
Review the answers to the questions above and create a profile of your brand. Describe the personality or
character with words just as if you were writing a biography or personal ad. Be creative.