This workshop, as part of Entrepreneurs’ Toolkit, aims to introduce the notion of branding and the basics of building a successful brand.

1. “Building Up a Brand”
Mohamad Bajouk

2. Inspirit Academy – GEW 2013
This Session
This workshop, as part of Entrepreneurs’ Toolkit, aims to
introduce the notion of branding and the basics of building a
successful brand.

3. Inspirit Academy – GEW 2013
What are we considering
. Understanding Branding
. Why Branding
. Brand elements
. Brand building blocks
. How not to brand

4. Inspirit Academy – GEW 2013

5. Inspirit Academy – GEW 2013
branding

6. Why branding?

7. Why branding?

8. Why branding?

9. Why branding?

10. Why branding?

11. Inspirit Academy – GEW 2013
branding
• Attract your target

12. Inspirit Academy – GEW 2013
branding
• Talk & Walk with Integrity

13. branding
• Distinguish your products in the market

14. If Coca-Cola were to lose all of its production-related assets in a disaster, the
company would survive. By contrast, if all consumers were to have a sudden lapse of
memory and forget everything related to Coca-Cola, the company
would go out of business.
Coca-Cola Executive

15. Brand Building Blocks

16. Brand Building Blocks

17. Inspirit Academy – GEW 2013
The 3 Axioms
•Consistent
•Clear
•Authentic

18. Brand Building Blocks
Discovery

19. Brand Building Blocks
• unique value proposition benefit of a product or experience
Discovery

20. Brand Building Blocks
• unique value proposition benefit of a product or experience
• industry trends in customer service, technology, media, etc.
Discovery

21. Brand Building Blocks
• unique value proposition benefit of a product or experience
• industry trends in customer service, technology, media, etc.
• target audiences demographic research, customer surveys, etc.
Discovery

22. Brand Building Blocks
• unique value proposition benefit of a product or experience
• industry trends in customer service, technology, media, etc.
• target audiences demographic research, customer surveys, etc.
• competitors competitive analysis, perceptual mapping, etc.
Discovery

23. Brand Positioning Statement

24. Brand Positioning Statement
A Brand Positioning Statement is our North Star. It captures a
brand’s:
core offering
personality traits, values, and narrative
verbal communication style & distinct messaging

25. Brand Positioning Statement
Authentically Brooklyn
[TBD] proudly serves the Brooklyn community, meeting a
diverse range of customers’ culinary needs, from the everyday
to the extraordinary, with a broad selection of reasonably
priced fresh, packaged, and prepared foods, household and
convenience items, and a level of personal service usually
associated with neighborhood shopkeepers.

28. Brand elements
Brands typically are made up of various elements, such as:
Name: The word or words used to identify a company, product, service, or concept.
Logo: The visual trademark that identifies the brand.
Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels.
"Can you hear me now" is an important part of the Verizon brand.
Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.
Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are
trademarked elements of those brands.
Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous
example.
Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and
spices for fried chicken.
Movements: Lamborghini has trademarked the upward motion of its car doors
Communicating the brand

29. Inspirit Academy – GEW 2013
branding
•
• Simply Spelled and Read
• Catchy, short, memorable
• Easily accessed as a domain name
•
• Triggers action
• Emotional
• Avoid corny slogans
•
• Long Life-time
• Simple, stylish, professional
• Adaptable
•
• Connected
• Delivers the right message

30. Inspirit Academy – GEW 2013
branding
•
• Simply Spelled and Read
• Catchy, short, memorable
• Easily accessed as a domain name
•
• Triggers action
• Emotional
• Avoid corny slogans
•
• Long Life-time
• Simple, stylish, professional
• Adaptable
•
• Connected
• Delivers the right message

31. Inspirit Academy – GEW 2013
branding
•
• Simply Spelled and Read
• Catchy, short, memorable
• Easily accessed as a domain name
•
• Triggers action
• Emotional
• Avoid corny slogans
•
• Long Life-time
• Simple, stylish, professional
• Adaptable

32. branding pitfalls

33. Lack of a branding strategy
A strategy allows you to identify your
marketing, your message and how
you are going to get it across, and
the ongoing development of your
brand.

34. Lack of consistency
If you fail to present customers with
a consistent brand, they will become
confused about who you are and
what you are offering.

35. No logo or images
A picture is worth a thousand words.
Customers may not recall your name
or tagline but a memorable logo or
associated image is likely to be
remembered.

36. Out of date
While risky to change a successful
brand, at the same time it’s
important to keep your image and
marketing material up to date.

37. Failure to keep your target market
as the focus
Identify your target market and
concentrate on appealing to them.
Focus on what the client actually
wants, not what you think they need.

38. Copying someone else’s brand
Goes without saying yes? But it
happens. Branding is about a
promise to your customers, you
cannot copy someone else’s promise.

39. Failure to deliver on your promise
Branding is about building trust, if
you make a promise in your tagline
you must be meeting your
customer’s expectations on that
promise.

40. Failure to check the basics
Businesses are caught out by not
checking facts. Schweppes Tonic
water translates to toilet water in
Italian!

41. Keep in Touch
Mohamad Bajouk