Based on this, you can craft your brand strategy and brand identity. Brand identity is the sum of all tangible (logo, typography, product features, pricing, name, color, slogan, packaging, etc.) and intangible (company culture, attitude, tone, communication style, etc.) elements of your brand.

1. FRUGAL
BRANDING TM
THE BASICS OF
BRANDING FOR
STARTUPS

2. Interics Designs Pvt. Ltd.
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THE SCIENCE OF CREATING
DESIGNS THAT WORK

3. BETTER TIME FOR STARTUPS!
There's never been a better time for startups! The government is coming up with all kind of
policies and incentives to promote 'Startup India'. There are programs such as Incubator
Programs & Accelerator Programs, benefits such as tax exemption, investment funds &
easier norms, etc. to foster entrepreneurship and facilitate establishment of startups.
Many startups feel branding is only for large, multinational corporations with large
budgets. They feel it's an expenditure they can hardly afford as resources are limited in the
early days, and there are so many other more important things to spend their money on.
But branding is just as important for new startups as it is for established corporate players.
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4. 1.
How Branding helps
Branding helps startups focus. It helps you look at, and discuss your product
or service objectively. It helps you articulate values, define differentiation
and build a communication platform that attracts customers – something
that’s getting increasingly difficult to do in the current scenario of unlimited
choices and the onslaught of communication via diverse media.

5. “Branding is a way of
communicating your offering
and value to the world;
establishing a presence and
points of difference that will
hopefully urge consumers to try
your product, choosing you over
others.
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6. Basics of Branding
▰ A catchy name
▰ Finding a good brand name is not easy, and care must be taken to
ensure it’s original and unique. There are many different ways to
select yours. Your brand name could convey your brand's position or
activity or benefit. It could be an innovative coinage; it could be based
on the founder's name.
▰ A smart way to find your ideal brand name would be to shortlist a few
names and evaluate them based on ease of reading & pronounciation,
relevance and originality. Then, a trademark search to check it's not
already taken. Last but not least, a little market research to check
what your target audience thinks of it: do they like the sound of it, does
it give positive vibes, does it convey what you want it to.
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7. A MEANINGFUL POSITIONING
Al Reis said “You should limit your brand. That’s the essence of
branding. Your brand has to stand for something both simple and
narrow in the mind.”
Once you’ve homed in on a name, a positioning slogan is the next
challenge. Again, market research and analysis is essential. Make
your positioning brief, make it eloquent, and make it relevant. And
make sure it’s not owned by anyone else.
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8. It's advisable to hire a creative
graphic design agency to help you
with logo design. The agency will
address issues such as choice of
the right colours, recognisable
shapes, customised fonts, colour
palette, etc. which all add up to a
memorable logo.
LOGO DESIGN
Later, test the logo design for
relevance, uniqueness, legibility in
print, package & online,
appropriateness for the TG, local
culture, etc.
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9. OPTIMISED WEBSITE
In the internet age, no company or
brand can survive without a
website. To ensure your business is
visible online, it's essential that
your website address ties in with
your brand name. Infact, if the url is
not available, you might need to re-
think your name.
Then, you need website design
customised for your needs and
optimised for a good user
experience. It should be a fine
balance of functionality and design;
showcase your brand, products,
strengths and values. It should
provide an experience that makes
visitors want to stay on your site
and recommend it to others.
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10. PROMOTIONAL STRATEGY
Studies have shown that most people believe their business is 'out of touch' if it's not
using social media; and although social networks are used for social interaction,
they are proving to be powerful marketing tools too.
Startups need a well-rounded, well-planned promotional strategy that blends
various media in an optimal mix, keeping in mind the product, the customer profile,
and of course, the budget.
A multidimensional approach is required, with messaging and design that conveys
real value while it captures attention. Digital marketing, marketing collateral, and
advertising – all avenues must be carefully considered and appropriate
communication created but in a cohesive, consistent way so as to build brand
identity and brand recall.
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11. CONCLUSION
To create a brand that endures, value
and brand strategy must be built on a
solid foundation of Research and
Analysis. At the same time, for SMEs
only essentials are needed to start this
exercise. B2B companies need to be
aware that direct marketing’s
effectiveness needs strong foundation
of well-planned Branding.
A thorough study of the market,
customer, competition, etc. and even
your own offering will help arrive at a
value proposition that is relevant and
different. Based on this, you can craft
your brand strategy and brand
identity. Brand identity is the sum of all
tangible (logo, typography, product
features, pricing, name, color, slogan,
packaging, etc.) and intangible
(company culture, attitude, tone,
communication style, etc.) elements of
your brand.
Interics Designs is a full-service Brand
Communication Agency in India - a
strategy consultancy, graphic design
house and communication agency that
helps startups and SMEs translate
their business objectives into a brand
strategy, which is distinctive,
compelling, relevant and measurable.
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Interics’ Frugal Branding TM is a
special package for startups and
SMEs that optimizes cost-
effectiveness, deliverables and
timelines to get you started. It’s
tailored for tight budgets and gives
new companies a chance to work
with experienced branding
strategists and designers who
understand the challenges new
businesses face.

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Using our skills and experience in
Research, Strategy and Design,
Frugal Branding TM covers all the
elements that startups need in
their launch or developmental
stage: brand naming,
corporate/brand identity, brand
applications, and basic guidelines
to maintain consistency and
relevance across touch points -
today and into the future.

14. Thanks!
Don't Forget To Call
020 4106 2614 / +91 7387744422
www.intericsdesigns.com
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