This document discusses several key lessons about branding that the author learned from clients. It addresses the importance of employee love for a company, having a clear brand policy, identity, positioning, experience, and personality. It also discusses the need to define an appropriate brand architecture based on business goals and ensuring different brand strategies support the overall business needs.

1. B R A N D &
B R A N D I N G
Simplified.
WHAT I L EARNED FROM MY CL IENTS
RUGWED DE SHPANDE
S E TU ADV E R T I S ING PV T. LTD.

2. Customers will never love a
company until employees
love it first.
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3. A better policy can
build a better
brand.
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B R A N D P O L I C Y

9. People often come up with fancy
logos that do not represent their
company. People relate with your
company through your brand
identity.
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B R A N D I D E N T I T Y

10. Relevance is crucial.
relevance has always
been key to building
strong and influential
brands.
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B R A N D P O S I T I O N I N G

11. Authentic brands don't emerge from
marketing cubicles or advertising
agencies. They emanate from
everything
the company does.
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B R A N D E X P E R I E N C E

12. Advertising is irrelevant if
the customer experience is bad.
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B R A N D E X P E R I E N C E

13. Define your brand’s
personality and see what kind
of advertising and tone suits
your brand.
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B R A N D P E R S O N A L I T Y

14. Brand architecture isn’t about
neatness. It’s about business
results.
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B R A N D A R C H I T E C T U R E

15. By creating a logical,
economical portfolio structure,
brand architecture focuses
resources on the brands that
best support your business
goals.
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B R A N D A R C H I T E C T U R E

16. - A SINGLE BRAND STRATEGY –
Monolithic Brand Architecture
The single brand strategy is very
efficient, and pours all the equity into a
single brand. But the downside is that
it’s more difficult to highlight specific
areas of competitive advantage.
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B R A N D A R C H I T E C T U R E

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18. - A HOUSE OF BRANDS STRATEGY –
Freestanding Brand Architecture
Each brand has a focused positioning,
but it costs a lot to market all these
different brands.
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B R A N D A R C H I T E C T U R E

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24. There are no set formulas for successful
brand architecture. You need to evaluate
all the options and develop the ideal
balance your unique business situation
demands.
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B R A N D A R C H I T E C T U R E

25. Write a clear brand policy.
Develop or evaluate your brand identity.
Decide clear brand positioning.
Define your brand experience. Set review mechanism.
Make sure your brand has a distinct personality.
Define brand architecture need in advance.

26. Thanks.