The document discusses branding as the perception stakeholders have of a product, service, or organization, emphasizing that customers ultimately define a brand. It outlines the fundamental components of a brand including core values, brand messages, brand personality, and brand icons, and stresses the importance of authenticity and consistency in branding. The speaker, Dean Shams, is a public relations expert who highlights the necessity of strong branding in a competitive marketplace.

1. BRANDING
SIMPLIFIED

2. Introducing myself
Public Relations & Copywriting

3. WHAT IS A BRAND?

4. Is it a logo?
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5. Is it an identity?
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6. Is it a product?
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7. A BRAND
IS THE
PERCEPTION
YOUR STAKEHOLDERS HAVE
ON YOUR
PRODUCT, SERVICE OR
ORGANISATION

8. It’s a GUT FEEL...
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9. the Truth
Your customers will form a perception of (you)
even if you don’t do anything about it.
Perception = Reality
You don’t own your brand, your customers does.
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10. it’s not what you say,
it’s what they say!
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11. Why we must pay attention
to branding?
Too much choice in the marketplace
Very little difference in quality and features.
Consumers make buying decision based on trust.
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12. What makes a good brand?
any product, service or company that people
think has no substitute
people will miss it if it suddenly disappears
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13. Four fundamental
components of a brand
BRAND
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14. Four fundamental
components of a brand
Core Brand
Values Message
BRAND
Brand Brand
Personality Icons
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15. CORE VALUES

16. Core Values
forms the foundation of your company
helps develop a clearer sense of what’s important
helps define the parameters of decision making
and communication
deeply ingrained principles that guide all of your
company’s actions
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17. ‘Permission to play’ values
Integrity, professionalism, quality, value creation, etc
minimum standards required of any business/
employee
don’t confuse your core values with permission
to play values
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18. eg. Fairness
We are open and transparent organization where data
and information are shared widely fostering an
environment of tough understanding, earned respect
and celebrated growth....
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19. eg. Performance
We derive our success by continuously challenging
and reaching high standards and goals.
We set the industry benchmark by being the best in
the industry.
We achieve this by constantly developing our
competencies through education and expanding our
knowledge base so that we have the skills and
capabilities to deliver on our commitments.

20. eg. Performance
Indicators:
High goals and benchmarks
Simplicity & speed
Leading capabilities & competencies
Leading edge corporate learning
Aggressively adding value
Free & open collaboration

21. Core Values Checklist
Choose 3 or 4 values that you believe are core to your
company (product focused/people focussed).
Are these values you will stick to even under stress and
faced with obstacles?
Define/explain the values....passionately.
Is your company passionate about these values?
What would your clients miss about your brand if you
suddenly disappeared?
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22. BRAND MESSAGE

23. Brand Message
The key message that your company will be
communicating to all its audiences.
All other ‘sub-messages’ supports this message.
It should differentiate you in the marketplace.
It should be relevant to your target customers.
Always keep it simple.
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24. example:

25. Brand Message Checklists
Does it reflect reality? Is it authentic?
Is it consistent with your company’s core values?
Is it believable to key decision makers?
What impression do you want your customers to
take away from your core brand message? Is it
working?
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26. BRAND PERSONALITY

27. Brand Personality
Defines the tone and attitude you use to
communicate your core values and core message.
It must engage your target customer.
Customers don’t pay attention to brands that does
not have a well personality.
The company with non-engaging personality is
vulnerable to competitors with a well defined
personality.
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28. Botak Jones example:

29. Botak Jones example:

30. Brand Personality
You define your brand personality, not your
customers
Don’t create unrealistic, saint-like personality
Different parts of the personality must go together
naturally.
Don’t list personality traits that you admire, but
don’t accurately reflect reality.
It must be consistent...always.
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31. Brand Personality Checklist
Define the ‘person’ that your brand represents.
Choose 4-5 human traits that works for your brand.
And explain how each is relevant to your company.
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32. Brand Personality Checklists
Will the traits work across all your marketing materials?
Will it appeal to customer decision makers?
Have at least one trait that deals with communication.
Does your product/service have the substance to
support the brand personality?
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33. BRAND ICONS

34. Brand Icons
The ‘five senses’ representational elements
Name: unique, memorable, distinctive, easy to
pronounce.
Graphic representation: icon, symbol, image that
depicts brand’s identity.
Tag line: a message that expresses a functional and/or
emotional benefits to customers.
Corporate Colours, Font, Clothing, Smell, Music
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35. A note about
Vision, Mission, Promise
Vision: “Where you want your company to be”
Mission: “What (you) do”
Brand Promise: The expected emotional and functional
benefits of experiencing your product/services.
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36. YOU ARE ON YOUR WAY TO
BECOMING A BRAND WHEN...
you know who you are
you know what matters to you
you know what you do best
you know how you do things differently
you have your own style of doing things

37. BRANDING
Core Values that you believe in
+
Clear Brand Message
+
Strong Brand Personality
+
Brand Icons that reflects your
Brand message/Personality/Core Values

39. Core Values

40. Brand Message
Core Values

41. Brand Personality
Brand Message
Core Values

42. Brand Icons
Brand Personality
Brand Message
Core Values

43. Brand Icons
Brand Personality
Brand Message
Core Values

44. Brand Icons
Brand Personality
Brand Message
Core Values

45. YOU HAVE BECOME
A BRAND WHEN...
your customers choose you over your
competitors
your customers defends your brand

46. ABOUT THE SPEAKER
Dean Shams is the founder and principal consultant
at KinetiqBuzz PR, a boutique public relations
agency.
He has consistently gotten extensive media coverage
for his clients, regardless of the size of their business.
He develops creative PR campaigns that has gotten
his clients more than $3 million worth of publicity.
He regularly speaks on PR, Branding,
Communication and Networking Skills.
To find out more, please go to www.kinetiqbuzz.com
or connect with him on Facebook: KinetiqBuzz
You can get in touch with him through
GetPublicity@KinetiqBuzz.com