What is Branding?
Elements of Branding
Power of Branding
Branding for Startups
Spot the Branding in this presentation - Micro
Define Brand YOU
What is Branding?
Brand is a name, logo, slogan, and/or design scheme associated with a product or service.
Branding is the process of creating a relationship or a connection between a company's product
and emotional perception of the customer
Elements and types of Branding
● Vision & Mission Statement
● Customer Experience
● Stakeholder Experience
Based on audience:
Personal / Individual
Visible where it matters
Move with the times
Your Brand Ecosystem
Brand Pack / Visual Elements: Logo, website, letterhead, product name,
Brand Personality: What does your brand wish to be known for? Great
health, happy, serious, dependable, etc
Brand Promise (Mission): The most important thing your brand promises to
deliver / provide / do
Brand Vision: What does your brand wish to change for the better and
benefit of larger good?
What do the stats say?
● It takes 5 to 7 impressions for people to remember a brand.
● Color improves brand recognition by up to 80%
● 73% of consumers love a brand because of helpful customer service
● 1/3 of the world’s top 100 brands include the color blue in their logos
● 89% of shoppers stay loyal to brands that share their values
13% of consumers would pay 31-50% more for your
products or services if they were under the impression that
your business is making a positive impact on the world.
The Power of Branding
Make it or Break it
Name and fame?
Why branding can make it or break it
Image Courtesy: TherapyDigital
ARE YOU WORTH RECALL?
WHY SHOULD I PREFER YOUR COMPANY /
WHY SHOULD I JOIN YOU?
WHY SHOULD I STICK WITH YOU
WHY SHOULD I INVEST IN YOU?
Is your brand strategy answering these questions?
Are you worth recall?
As a customer, my memory is flippant.
I can’t give you more than 10 seconds of my time and memory.
Are you worth remembering?
Which company comes in your mind when I say -
● Online shopping?
● Best place to work?
● Sports car?
What association does your brand make in the mind of your target audience?
Why should I prefer your company or product?
What’s my USP?
How am I different?
What value-add am I offering?
Do I want one time customers or
What is my value system and identity?
Do companies have an identity?
Why should I join you?
The term Employer Branding
Surveys like “Best Place to Work”
Important to choose right people to succeed
To attract them, employers share what is called the EVP -
Employer Value Proposition
To answer this, companies have to extensively plan for
external branding - social media, print, TV, magazines,
External - because companies want to attract great talent
“Hilton truly has
hospitality at its core,
resulting in a unique
team member and
guest focus that is
unlike any other
company I have seen.
The company invests
in me and my team,
and encourages an
approach to our
Why should I stick with you
An example of such a branding exercise, let’s say, for a
technology company, would be to participate or host in a
hackathon like event - to brand itself on several aspects.
Employee Engagement activities are also part of internal
branding - and answer this question
● Why should I not switch to another brand?
● Customer Loyalty Programs
● Extra benefits
● Great customer service
● Striving for customer delight
Why should I invest in you?
When customers puts in their hard-earned money in buying a product or
service from you, they are “investing” in you
When your employees spend their time off on completing your Board
presentation, they are “investing” in you
When your venture capitalist sees value in your product that makes strategic,
financial and market sense futuristically, then they will “invest” in you
Branding for Startups - budding entrepreneurs
Building a brand is a union of
integrity and values
Hard Attributes Soft Attributes
At a glance…
● Figure out your Who, What, How, Why and Where
● Decide on a brand name
● Think of what colors you would like to use - Color Psychology helps!!
○ Orange = Confidence (PwC, BMC Software)
○ Red = Boldness, High Energy
○ Blue = Corporate, Serious
○ Pink = (Women, Cute)
○ Green = Growth
● Decide if you want to make the name into a logo, or use a combination of
name / initials / emblem
● Whatever you choose, build a convincing story around it
The Ideal Brand Pack
You start with your problem statement
● Your mission statement focuses on TODAY - short term
● What do we do, whom do we serve, how do we serve?
● Concerns the company and its immediate people
● Your mission statement focuses on TOMORROW - long term
● Hopes, dreams for the larger good - WHY we are doing what we are doing
● Concerns a wider audience that may or may not be connected to company
● How do we govern ourselves in times of stress?
● What rules and values guide us?
● How do we take our decisions?
Then comes the logo
and everything else
The Ideal Brand Pack - more examples
Mission: Spread ideas.
Vision: We believe
passionately in the power of
ideas to change attitudes, lives
and, ultimately, the world.
Mission: To connect the world’s
professionals to make them more
productive and successful.
Vision: To create economic
opportunity for every member of
the global workforce.
Mission: Offering beauty for all
Slogan: Because you are worth it
Offering all women and men
worldwide the best of cosmetics
innovation in terms of quality, efficacy
A moment on Taglines and Slogans
Do you think a tagline is important?
Memorable | Key Benefit | Differentiates the brand | Creates a positive
feeling about the brand
What’s the difference between a slogan and a tagline?
Some popular slogans / taglines
Tagline: Just Do It -
Brand Promise: To
and innovation to
every athlete in the
Different - Slogan
out of the box
Tagline: You are more beautiful
than you think
An agent of change to educate
and inspire girls on a wider
definition of beauty and to
make them feel more confident
Evokes motivation Evokes standing out
Evokes self-worth &
From Confusion to Clarity Company: Amazon
Mission: We strive to offer our customers the lowest
possible prices, the best available selection, and the
Vision: To be Earth’s most customer-centric company,
where customers can find and discover anything they
might want to buy online.
Why it works: Amazon’s mission is cut-and-dry about
what they offer to customers. The vision takes the
offerings farther, saying their company will offer
“anything” customers want.
Confused Brands of the World / Brand Blunders
Let us see some hilarious examples of branding gone wrong.
How do you as an individual build your brand?
Do you create a logo for yourself? Maybe (SJS;
Do you build a tagline for yourself? Maybe
What values do you hold dear?
Are you willing to stand up for those values
What is unique about you that you/your
company can communicate within a few
A moment on Elevator Pitch
● Communicate your value in
20 - 40 seconds
● I help <audience> with
<service> so that <benefit>
○ Evokes interest
○ Makes listener feel that they
● Urges one to remember you
Name ≠ Brand
If you believe the name Amitabh Bachchan is a brand, it
became a brand due to a series of reasons.
Amitabh Bachchan started his career with 12 flops at age
What makes his name a brand today, is not only hard
work and perseverance but also his commitment to
leading a meaningful life, inspiring everyone around him.
He stands tall for perseverance, his turnaround story is a
lesson for everyone.
Brand: Neil Patel
THE. authority on Digital Marketing
● Quality content - he redefined how one should write content in his blog Kissmetrics
● Honest sharing
● Personal and value-based interaction with commenters
Giving back to society - he today shares all the tips and tricks needed to get successful in his digital marketing vlogs -
for no charge. His free tools include Ubersuggest, Quicksprout, CrazyEgg etc. He was recognized by the former
President Barack Obama as top 100 entrepreneur under 30, Forbes calls him one of the top 10 digital marketing
influencers, Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.
Your personal brand promise
Build a solid
You carry your brand promise with you
everywhere you go
You live, breathe and walk your values
As an employee / manager / future leader /
investor, you will remain committed to your
brand promise and ensure that everyone
identifies you with it.
You may evolve as a person - but values
remain constant - or more values get added
to the ones that already are.
As professionals & individuals, use the Power
of Branding to your advantage by turning
your personality into a Brand worth mention.
What’s YOUR brand going to be? - Final words
- Identify and define core values
- Identify your target audience (Should be
- Use the right tools and channels
- Interact, interact, interact to build value
- Be genuine, care and show care
- Help others wherever you can
- Be the ‘leader’ without a title
- Be consistently dependable and
Slogan is a brand promise - a value proposition that stays with the brand
Tagline can be situational, seasonal or just part of a marketing activity.
Seen and Known (tangibles), Unseen and unknown (intangibles)
Online shopping? (Amazon? Myntra?)
Best place to work? (SAP Labs, Adobe, Google, BMC Software etc.)
Sportscar? (Ferrari, Porsche)
Smartphone? (Samsung, Xiaomi, One Plus)
Rolex stands for sophistication
Amazon - how many of us feel that extra zing in our happiness on the return of a product and the refund message? That is Brand Promise
Loreal - Because you are worth it - how many of us have felt great and bought the Loreal shampoo after Aishwarya Rai so confidently said, Because you are worth it? That is Brand Promise aimed at evoking an emotional response
Think Sears brand - akin to Big Bazaar vs. Shoppers Stop
Amazon - logo story - it’s named after the world’s largest and longest river.
What do you think of - when you hear the word “invest”?
Investors? Venture Capitalists? What else?
Who is the “I” in this statement?