Building a brand takes time and consistency. A brand is built through strategic communication across all customer touchpoints that shapes customer perception and reputation. Key elements that make up a brand's identity include its name, logo, slogan, colors, shapes, symbols and characters. These elements appeal to customers' senses and help them recognize and remember the brand, building loyalty over years. Without solidifying these elements, customers have no way to recall the brand and will not choose it over competitors.

1. MODULE:BUILDING BRAND

2. BUILDING BRAND:
• Building a brand or “brand-building” is the activities undertaken by the
business to actively shape that perception and build that reputation.
They do this by creating strategic communication and experiences across all
touchpoints.
Building a brand doesn’t happen overnight.:-It happens over time by
communicating a consistent message and then consistently delivering on the
promise the message conveys time and again.
This is how reputations are developed and this is how brands are built.

3. Contd..
• A successful brand creates a unique experience for its customers.
• A customer’s experience with your brand is so much more than a perfectly designed logo or even the
products you sell.
• Those elements are undoubtedly still important, but they are pieces to an overall brand identity puzzle
that is necessary to build to ensure your brand is memorable and stands out from its competitors.
• Creating branded elements to appeal to your customers’ every sense is crucial for a cohesive
brand identity and recognition in the marketplace.
• This will eventually lead to strong and lasting brand loyalty from your customers for years to
come.
• ESSENTIAL BRAND ELEMENTS
• Each of these eight essential elements make up an important piece of your brand’s puzzle that
proves to your customers who you are, why you’re better, and why they should remember
you.
• Without these branded elements, your customers have nothing to remember you by. If
consumers can’t remember your brand or why they should choose you over the others, they
won’t purchase your offerings, which guarantees a short lifespan in the market you're in.
• Before you bring any product or service to market, nail these elements down first. If you do,
your brand will stand out and blow all your competitors away who haven't thought as
comprehensively as you have. Be creative and make it memorable.

4. BRAND ELEMENTS:
LOOKS
NAME
LOGO
CHARACTER &
GRAPHICS
SYMBOLS

5. BRAND ELEMENTS

7. Name
• Perhaps the most important element of them all. Your
brand name defines everything in one (or a few)
words. It gives consumers the perception of who you
are and it is likely the very first impression they
have of your brand.
• Creating a perfect brand name is no simple feat. There
are multiple variables to consider, like the identity
you wish to portray, availability on the market, and
proper alignment with your brand strategy.
• But if you are able to nail it, your brand could be on
its way to becoming a household name, just like Band-
Aid or Kleenex.
• Who even says “can you please hand me an adhesive
bandage”?

8. TYPES OF BRAND NAME:
• Marketer needs to understand the general traits of a brand name:
1. Acceptable
2. Easy to recognise
3. Easy to pronounce
4. Easy to recall
5. Easily registerable
6. Create association and meaningful
• Understanding the types of names available is the first step in
any naming or renaming project.
• If you have multiple products or services, the type of brand name
you choose for each offering will also help define your brand
architecture.

9. TYPES CONTD..
1. Descriptive Brand Names:
• Descriptive names are those that readily convey the product or service
offered by a company. Because of this, they tend to be unremarkable.
• While functional and utilitarian, descriptive names leave little room for
creativity or interpretation. They often rely on a clever tagline to do the work
of storytelling or conveying personality.
• Descriptive brand name examples include:
• Toys R Us
• General Motors
• Hotels.com
• Bank of America
• The upside of descriptive names is that they clearly communicate your
company’s core competency. The potential downside is that they hamstring
your brand as it grows and looks to diversify.
• Descriptive names are also notoriously difficult to trademark as, by definition,
they rely on common words or phrases.

10. 2. SUGGESTIVE BRAND NAME:
The suggestive brand names often
Communicates some appropriate
Message about the product concerned
In a subtle manner eg: limca, Pampers.
3. ALLITERATION AND RHYME:
Names that are fun to say and stick in
Mind such as Gini& Jony or You tube.

11. 4. Evocative Brand Names:
• On the other end of the creative spectrum descriptive names are
evocative names. Evocative names use suggestion and metaphor to
bring to mind brand experience and/or positioning.
• Evocative names are often creative and unique, and can be the starting
point for a powerful brand voice. Because they leave some room for
interpretation, evocative names let you tell a powerful brand story,
creating a brand that’s bigger than just the products or services you
offer.
• Evocative brand name examples include:
• Nike
• Amazon
• Apple

12. • Their originality means that evocative names are generally easier to
trademark than descriptive names. It can sometimes be challenging to
get corporate buy-in on an abstract name that requires unpacking,
though.
• That’s why it’s so important to define expectations at the outset of a
naming project. See the final section of this article for more on that.

13. 5. Lexical Brand Names:
• These brand names rely entirely on wordplay for their remembrance. Having a
combination of compound words, spellings and foreign words are the most
popular styles of naming this kind of brand name.
• Lexical Brand Names are more often than not clever, and at times too clever to
get their impact on customers. Examples of the lexical brand name
include Dunkin Donuts, Burger King, Coca-Cola etc. These Type of brand
names appeal mostly to contemporary audiences who have been exposed to
such names for a long time
6. Invented brand name
• The products which are entirely innovative or new and first in the market,
naming such products is a big challenge. That is when invented brand names
come into the picture as they help in naming a product which is introduced for
the first time.
• They are not only distinctive but they are articulate and offer creative name
with attitude for a brand. They are not at all easy to make but very easy to
remember if it clicks with the brand. Most of the times the Latin or Greek are
used as a root word to create the brand name. For example,
Exxon, Verizon, Kodak,Xerox etc.
• They have no inherent definition assigned to them which is the most
challenging part of these Type of brand names. To ensure that they are very

14. 7. Acronym Brand Names:
• Most of the times acronym brand names are acronyms of the entire name of
the company which might be difficult to pronounce.
• Acronyms have always been used as a brand name for a long
time. IBM, KFC, UPS, NASA, UNICEF, are few of the renowned Brand names.
Recently company is the General Electric I was were shifted to acronym brand
names like GE or GM of General Motors. It is seen that as a rule, acronyms
are usually hard to remember for audiences and even harder
to trademark attorneys.
8. Geographical brand name:
• When the brand name includes the geography or territory in which the brand
operates or has given birth to them it is termed as the geographical brand
name. Swiss military, American Express, Boston Scientific, are few examples
of geographical Type of brand names.
• However, it is found that expanding such a business in different countries has
its limitations which come with the geographical brand name. In countries
where there are geographical problems with a certain country or state, it would
be hard to expand and adapt.

15. 9. Founder brand names
• Traditionally brand names have also been associated with the name of their founders
and the stretch is back early in time as old as Fords which is named after
Henry Ford or Disney which is named after Walt Disney, Carl Zeiss, Ben & Jerry’s Ice
Cream etc.
• The principles of founders are easily trademarked with the brand name and they can
be distinctive position correctly. It is also found that some companies have used
certain names of celebrities to promote their brands as a signature edition. For
example, Angelina Jolie signature edition of handbags from H&M. These are not
classified as a founder brand name but it is close to having a brand name on similar
lines.
• Kellogg’s
• Ford
• Ben & Jerry’s
• Martha Stewart
• Ralph Lauren
• Mrs. Fields
• Calvin Klein
10. Historical brand names
• These brand names are associated with historical figures and names which have no
relation with the company but may indicate support of the company towards the

16. 11. Modern brand names
• Brands these days are taking up names which have where is
this meaning to the product or service but the words are
compound and complex and have different meanings and open
to interpretation. For example, blackberry, Facebook or
Snapchat, Instagram etc.
• Establishing a modern brand name requires promotion on a
heavy scale to ensure that people recall the brand name easily.
The presence of a product or service that such a brand name is
offering, should be felt by the customer everywhere in order for
them to recall the brand name.

18. Logo
• A logo is the visual trademark that can arguably be considered the second
most important element. A logo should be just as (or more) recognizable as
the brand name, since images are often remembered easier than words.
• This can even mean creating a wordmark. A wordmark is the brand name
skillfully designed with branded fonts and colors to be used in place of a
designed logo, thus making the brand name the actual logo.
• Brands like Google and FedEx are great examples of creative wordmarks.
• It is also important to design different logo lockups
that uphold your brand standard. This means creating
different sizes and colors of your logo to be used when
the primary logo doesn't fit well on different types of
promotional collateral.
• Think of Apple. The brand name is simple, and the logo is
just as simple. Both elements portray sleekness and
simplicity; something the brand embodies well. Apple is a
great example of why less is usually more for logos. It
is iconic and one of the most recognized brands in the
world.
• Picking out and designing the perfect logo is a fun and

21. Brand colors
• Color is powerful.
• Feeling a certain way when associating with a specific
colour is a universal trait. Certain colours mean
certain things, that's just how it is.
• Think of the colour red. The words that typically come
to mind are error, danger, stop, help, urgency, and so
on. Why is this? There is a lot that goes into colour
psychology in business, but let’s focus on what that
means for your brand.
• Coming up with proper colour for your business means
thoroughly understanding what your brand portrays and
what audience you appeal to. Once you understand that,
choosing a colour that fits that profile should be
easy.

22. NIKE – “JUST DO IT”
• Iconic. Nike’s “Just Do It” is arguably the most famous in the world. The slogan reflects a no nonsense approach to health and
athletics.
MASTERCARD – “FOR EVERYTHING ELSE, THERE’S MASTERCARD”
• This slogan tells audiences that credit card can be used for everything, appealing to shoppers of all kinds.
SUBWAY – “EAT FRESH”
• Since fast food is notoriously bad for you, Subway wanted to position their sandwiches as the healthy, freshly prepared option.
KFC – “FINGER LICKIN’ GOOD”
• The fast food restaurant’s long standing slogan conveys that their savory fried chicken is irresistible.
KIT KAT – “HAVE A BREAK, HAVE A KIT KAT”
• Kit Kat’s slogan speaks to how snackers enjoy breaking apart and eating the chocolate wafer.
SKITTLES – “TASTE THE RAINBOW”
• Simple enough. This slogan is perfect because both the candy and packaging is rainbow colored. Instant
DUNKIN' DONUTS – "AMERICA RUNS ON DUNKIN”
• Dunkin’ draws a clear analogy, that coffee is the fuel that keeps Americans running—and it works.
MCDONALDS – “I’M LOVIN’ IT”
• Simple and to the point. The world loves McDonalds’ fast food.
MAYBELLINE – “MAYBE SHE’S BORN WITH IT, MAYBE IT’S MAYBELLINE”
• Maybelline’s slogan tells women that their products will help them enhance their natural beauty.
L’OREAL – “BECAUSE YOU’RE WORTH IT”
• Treat yo’selves, ladies! The slogan of this cosmetics company makes women feel empowered to spend money on themselves.

23. Slogan
• This catchy phrase quickly defines your brand’s
position in a handful of words. It should be
memorable, easy to say, and match your brand’s
personality.
• You wouldn't want to create a funny catchphrase if
your business handles money. That would relay a
carefree message to your customers who expect you to
be nothing but professional when handling their most
important assets.
• while Coca-Cola’s slogan “Open Happiness” portrays
the feelings they want you to have when you purchase
and drink their beverage.
• The slogan you choose should have the ability to
withstand your brand’s evolution throughout the years
but within reason.
• You shouldn’t change your slogan every year, because
that would confuse your customers, but you still need

25. Shape
• This is where product design comes into play. When in
a heavily saturated market, an easy way to distinguish
your product from the rest is by creating a design
that’s different than the standard, generic shape.
• By innovative thinking and creating something unlike
anyone has ever seen, your brand creates a “gotta have
it” feeling in consumers, thus making your product
highly coveted.

26. Brand symbol
• A brand symbol is something that represents the business, practices,
customer experience, products, employees and ideas behind a brand.
So What?
• Brand symbols have the power to quickly identify your business, products and promotional messages
Brand symbols can grow in value to become your largest assets. There are several reasons that brand
Brand Recognition: Customers buy brands they recognize.
•
Brand Trust: Customers buy brands they trust.
•
Product Differentiation: Make your products stand out from the crowd.
•
Promotion: Improve promotional results.
•
Brand Identity: Give your brand personality.
•
Integration: Role out a valuable brand to new products and markets.
•

27. • Types of Brand Symbol
1. Abrandsymbolisanythingthatyourcustomersrecognizeandassociatewithyourbrand.Commonsymbolsinclude:
BrandName
Yourbrandnameistypicallythemostprominentsymbolofyourbrand.
2. Logo
Yourprimarygraphicsymbol.
3. MissionStatement
Tellthe worldwhyyouexist witha missionstatement.
4. VisionStatement
Paintacompellingpictureofyourfuture.
5. Principles
Publishyourprinciplesfortheworldtosee.
6. Slogan
Yourbrandtagline.
7. Stories
Usethepowerofstorytellingtoadd brandvalue.
8. Graphics
Yoursecondarygraphics(afteryourlogo). Forexample, packagedesigns.
9. Shapes
Trademarkproductshapes.
10.
Colors
Yourbrandorcorporatecolors.
11.
Sounds
Jinglesandothersoundscandramaticallyimprovebrandrecognition.
12.
Scents
The smellofyourproducts(e.g. perfume,food).

28. 13.Tastes
Yoursignaturetastes(i.e.food).
14.BrandLanguage
Giveyourbrandits ownlanguage toreinforceyourbrandculture.
15.Personality
Thinkofyourbrandasapersonality.Ascribepeople-like characteristicstoyourbrandsuchas bravery,sophisticationorfriendliness.
16.Mascot
Develop characterstorepresent yourbrand.
17.Brand Ambassadors
Peoplewhorepresent yourbrandin the media(e.g. celebrity endorsements).
18.Executive Managers
Yourexecutiveteam areimportantsymbolsofyourbusiness.
19.Employees
Youremployeesrepresentyourbrand.
20.Locations
Thedesign ofyourlocationsandlocationsthemselves. Forexample, ahotel chainthatownsa legendaryhotel in NewYork.Thebuilding becomesa
symbolofthe brand.
21.User Interface
User interfacesthatyoubuild forcustomers.
22.Product Aesthetics
The overall lookandfeel ofyourproducts.
23.Customers
Atthe end ofthe day,yourcustomersbecome symbolsofyourbrand.

30. BRAND CHARACTER
• Brand Character can be defined as the set of human attributes and
characteristics associated with the brand giving it a unique personality
and recognition in the market and in the minds of the consumers. The
factor of Brand Character is such that a consumer can relate to it
creating an emotional connection with its values, fundamentals, and
unique selling points.
• A brand character, or mascot, is the visual representation and
ambassador of your brand. They can be an illustration, inanimate object,
a person, animal or any other character of your choosing.
• This is different from brand personality, which refers to the emotional and
behavioural characteristics attributed to your brand that help you
resonate with customers.
• Be unique, Have distinct colours, Have a name and identity, Have
standardized features and traits, and Evoke a feeling.

31. TWITTER: THE LADY BIRD
• It seems fitting that a site named Twitter would choose a bird for
its brand character. Larry the Bird was named after basketball
great Larry Bird, as co-founder Biz Stone is a Celtics fan. While
small, this little blue bird is synonymous with Twitter without
having to see the brand name spelled out.
• It’s versatile and used on not only website branding, but
seamlessly tucked into the corner of every individual’s tweet. It’s
ubiquitous but not obtrusive.