The document discusses branding and advertising strategies for small businesses. It notes that the small business climate is very challenging with many new businesses and products launching each year. It emphasizes that visibility is more important than ability for small businesses. Other key points include defining a brand's essence, developing a unique selling proposition, knowing the target audience, and establishing consistency in branding efforts over time.

2. Branding & AdvertisingBranding & Advertising
For Small BusinessesFor Small Businesses

3. What Is the most expensiveWhat Is the most expensive
real estate on the earth ?real estate on the earth ?

4. What is the Territory of the
Brand?

5. Six inches wide Grey and wet Mysterious

6. Do You Know Where isDo You Know Where is
this Restaurant ?this Restaurant ?

7. Koolar

9. You Will Hate This……..You Will Hate This……..
 YourYour VISIBILTYVISIBILTY is more important than youris more important than your
ABILITY.ABILITY.

10. Small Business Climate Is Very
Challenging
 667,000 new businesses started each year.667,000 new businesses started each year.
 25,000 new products introduced annually25,000 new products introduced annually
 4,000 promotional messages assault each person4,000 promotional messages assault each person
dailydaily
 Competition becoming fierceCompetition becoming fierce
 Marketing array is staggeringMarketing array is staggering

11. Start treating your practiceStart treating your practice
like a small businesslike a small business
oror
you will be out of Businessyou will be out of Business

12. What Is Brand ?What Is Brand ?

13. Not a TaglineNot a Tagline

14. Not a Product

15. Brand is a RelationBrand is a Relation

16. Brand as an AssetBrand as an Asset
 ““If Coca Cola lost everything exceptIf Coca Cola lost everything except
for ‘the formula’ and its brand name , itfor ‘the formula’ and its brand name , it
could walk into any bank in the worldcould walk into any bank in the world
and get $100 billion loan to start fromand get $100 billion loan to start from
the scratch”the scratch”
Fortune MagazineFortune Magazine

17. Do You Need Branding ?Do You Need Branding ?
 Everyone has a perception about you.Everyone has a perception about you.
 You have already been branded.You have already been branded.
 The question isThe question is
 DODO YOUYOU WANT TO CONTROL IT ? OrWANT TO CONTROL IT ? Or
 YOU WANT THEYOU WANT THE CLIENTCLIENT TO CONTROLTO CONTROL
IT?IT?

18. “If you stand for nothing,
you will fall for anything.”
Ronnie Apteker – Founder Internet Solutions

19. 19
Why Branding Pays Off?
 Time, money and efforts spent on branding
comes back when the process is done
intelligently
It is easier to remember the branded company
than the non branded one.
they are more likely to repeat buying, and less
likely to go for competing brands
Customers are willing to pay more for a well
known brand

20. 20
Why Branding Pays Off?Why Branding Pays Off?
Ability to expand a well-known brand to
cover a new category, product, service, or
locations
You can get more money from your company
when you decide to sell it
Lower marketing expense:
People tends to buy from a well-known
company over a no-name one

21. 21
Elements of A BrandElements of A Brand
 Company nameCompany name
 LogoLogo
 Slogan and taglineSlogan and tagline
 Letterhead and formsLetterhead and forms
 SignageSignage
 Design of marketing materialsDesign of marketing materials
 WebsiteWebsite
 AdvertisingAdvertising
 Staff dressesStaff dresses

22. Tagline
A tagline is a short phrase, not a sentence,
conveys what your company does.
Include a action verb and clarify what product or
service your company provides.

24.  Brand PersonalityBrand Personality
 Create a Create a personalitypersonality for the company, for the company,
 Just as you would for a real person, reflectingJust as you would for a real person, reflecting
aspects of the actual reputation, attitudes andaspects of the actual reputation, attitudes and
behavior.behavior.
 Choose the way that you wish to speak to yourChoose the way that you wish to speak to your
customers.customers.

25. Thums UP

26. The Times Of India

27. MID DAY

28.  Know your audience
 You must first have a clear understanding of your
audience,
 Especially before you begin creating content strategies
and communication plans.

29.  Determine the most influential touch points.Determine the most influential touch points.
 For example, if your product is ice cream, taste isFor example, if your product is ice cream, taste is
typically more important than package design.typically more important than package design.
 Both are touch points, but each has a different effectBoth are touch points, but each has a different effect
on our customers’ experiences as a whole.on our customers’ experiences as a whole.

30. Unique Selling PropositionUnique Selling Proposition (USP)(USP)
 Offer customer a specific, unique benefit – a proposition thatOffer customer a specific, unique benefit – a proposition that
differentiates you from competitors.differentiates you from competitors.
 ExamplesExamples
 Amazon.comAmazon.com Books fast and cheapBooks fast and cheap
 BMWBMW Ultimate Driving MachineUltimate Driving Machine
 Domino’s PizzaDomino’s Pizza Fresh, hot pizza in 30 minutesFresh, hot pizza in 30 minutes
 Federal ExpressFederal Express When it has to be there overnightWhen it has to be there overnight
 RolexRolex Watches that Winners WearWatches that Winners Wear
 VolvoVolvo SafetySafety
 MercedesMercedes EngineeringEngineering

31.  Design your social media blueprintDesign your social media blueprint
 What types of interactions do you want yourWhat types of interactions do you want your
customers to have with your business?customers to have with your business?
 Is Facebook right for you or isIs Facebook right for you or is
 Twitter more up your alley?Twitter more up your alley?
 It’s important to start by listening and observing whoIt’s important to start by listening and observing who
is talking about your brand.is talking about your brand.
 If no one is,If no one is, spark up the conversationspark up the conversation..

32. Immutable Law of NameImmutable Law of Name
In the long run the brand is nothing more than a
name

33. Brand NameBrand Name
 Short : Kodak, Fuji, Nokia, SamsungShort : Kodak, Fuji, Nokia, Samsung
 Unique : Toyota’sUnique : Toyota’s LexusLexus is distinctive. Toyota’sis distinctive. Toyota’s
LuxuryLuxury commonplacecommonplace
• Orange was a striking name in a world of tel andOrange was a striking name in a world of tel and
comscoms
 Not mean anything rude or silly in another languageNot mean anything rude or silly in another language
 Avoid generic / line extended namesAvoid generic / line extended names
• Xerox as opposed to Haloids Paper MasterXerox as opposed to Haloids Paper Master
• Xerox (Copier) is powerful. Xerox Computer isXerox (Copier) is powerful. Xerox Computer is
notnot

35. A brand’s logotype should be designed to fit the eyes.
Both eyes
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is
written in a specific font
Immutable Law of ShapeImmutable Law of Shape

37. Immutable Law of ColourImmutable Law of Colour
• Colours can help you stand out
•FedEx’s orange and purple packet stands out in corporate
blue
• Logo and colours help, but the power of the brand
• Colours have meanings
•Purple means royalty Red is energetic
•Blue is peaceful
• Opposite colours can differentiate
•Coke is red, Pepsi is blue Kodak is yellow, Fuji is green

39. Brand EssenceBrand Essence
 A brand must “leverage a compelling truth”A brand must “leverage a compelling truth”
Linux stands for freedom as opposed toLinux stands for freedom as opposed to
Microsoft’s monopolyMicrosoft’s monopoly
 A brand should mean a single powerful thing: theA brand should mean a single powerful thing: the
essenceessence
Essence of Volvo is SafetyEssence of Volvo is Safety
Essence of Tata is trustEssence of Tata is trust
Essence of Fevicol is bondingEssence of Fevicol is bonding

40. • A brand should also be clear of what is not its essence
• In India, STAR NEWS is not a channel of the masses
unlike STAR PLUS
• A brand should drive single mindedly its essence
• Volvo has been selling safety for 35 years
• Raymond has been selling the complete man for over 2
decades
• Essence of Dettol is protection against germs
• A brand loses its essence if it starts meaning a lot of things
• What is Miller :A Regular, Light, draft, cheap,
expensive beer

41. 41
Rules to Turn Small Business ToRules to Turn Small Business To
a Big Brand.a Big Brand.
 Rule 1: Consumer Perception is the key to success
 Whether true or untrue, what customers perceived about
us is the truth, regardless of the facts
 Positioning is the key to success
 Rule 2: First to the market player has more chance to
win
 First mover has more chance to position your brand into
the mind of consumers first
 First mover has the best chance to select the best
positioning to win

42. 42
Rules to Turn Small Business ToRules to Turn Small Business To
a Big Branda Big Brand Rule 3: If you cannot be the first mover, the try to move the
battlefield!
 Don’t just become a copycat.
 Try to create a new and unique proposition that we can be
the first, so that you avoid becoming an imitator
 Rule 4: Focus clearly on your unique selling point
 Don’t try to be everything for everyone
 Concentrate on one thing in the mind of consumers.
 Rule 5: Differentiate or Sell Cheap
 If you fail to be different, customers will focus on price!

43. 43
Rules to Turn Small Business ToRules to Turn Small Business To
a Big Branda Big Brand
 Rule 6: Use Strategic Public Relations for brand
building, and advertising just for maintenance
 Advertising is less effective to introduce a brand
 It has near zero credibility
 It is too expensive for small companies
 There is full of clutter that make advertising ineffective
 It is a big boy game!
 Strategic public relations is the key for success for small
companies
 It is credible
 It is affordable

44. Rules to Turn Small Business ToRules to Turn Small Business To
a Big Branda Big Brand
 Rule 7: Find a great name for your brand!
 The name of your product is what separate you from your
competitors
 Short, Unique, Memorable
 Rule 8: Make sure that you are absolutely consistent
 It takes time to be clear in consumers’ mind
 To often change of direction confuse your customers and
dilute the power of your brand

45. Home WorkHome Work
 Description About your BrandDescription About your Brand
 Brand promiseBrand promise
 Identity Brief. Logo, Tagline, ColorIdentity Brief. Logo, Tagline, Color
 About CustomerAbout Customer
 1 Year Strategic Marketing Plan1 Year Strategic Marketing Plan