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    How To Brand Your Business ?

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    Branding a company is important to stand out in today's competitive business world. A corporate brand represents a company's reputation and is aimed at all of its stakeholders. Strong brands can increase customer loyalty, employee retention, and shareholder value. While large companies focus on logos and marketing, smaller businesses should leverage tools like websites, blogs, social media, and PR to build their brands. The key steps are to define the brand essence, express it visually, and consistently execute the brand across all customer touchpoints. Changing a company's internal culture is integral to successfully communicating its brand externally.

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    How To Brand Your Business ?

    Uploaded by

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    39 views75 pages
    Branding a company is important to stand out in today's competitive business world. A corporate brand represents a company's reputation and is aimed at all of its stakeholders. Strong brands can increase customer loyalty, employee retention, and shareholder value. While large companies focus on logos and marketing, smaller businesses should leverage tools like websites, blogs, social media, and PR to build their brands. The key steps are to define the brand essence, express it visually, and consistently execute the brand across all customer touchpoints. Changing a company's internal culture is integral to successfully communicating its brand externally.

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    Branding a company is important to stand out in today's competitive business world. A corporate brand represents a company's reputation and is aimed at all of its stakeholders. Strong brands can increase customer loyalty, employee retention, and shareholder value. While large companies focus on logos and marketing, smaller businesses should leverage tools like websites, blogs, social media, and PR to build their brands. The key steps are to define the brand essence, express it visually, and consistently execute the brand across all customer touchpoints. Changing a company's internal culture is integral to successfully communicating its brand externally.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    39 views75 pages

    How To Brand Your Business ?

    Uploaded by

    [email protected]
    Branding a company is important to stand out in today's competitive business world. A corporate brand represents a company's reputation and is aimed at all of its stakeholders. Strong brands can increase customer loyalty, employee retention, and shareholder value. While large companies focus on logos and marketing, smaller businesses should leverage tools like websites, blogs, social media, and PR to build their brands. The key steps are to define the brand essence, express it visually, and consistently execute the brand across all customer touchpoints. Changing a company's internal culture is integral to successfully communicating its brand externally.

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    of 75

    How to brand your business ?

    The value of brands

    If this business were split up, I would give you the


    land and bricks and mortar, and I would take the
    brands and trade marks, and I would fare better than
    you.
    -John Stuart, Chairman of Quaker
    Shift in valuation methods

    Value Based Management comes into play

    Shift in understanding of the creation of


    shareholder value

    Traditionally only tangible assets were considered


    for valuation

    Intangible assets – technology know-how, patents,


    reputation, and people - were not considered
    The most important intangible asset…

    BRAND
    The power of brand

    Brand is the special and most important intangible


    asset to a businesses

    This is because of the economic impact that brands


    have

    They influence the choices of customers,


    employees, investors and government authorities
    Brands as business assets

    The stock market value of The Coca-Cola


    Company in 2002 - $136 billion
    The book value (the net asset value) of the
    business - $10.5 billion
    The value of the business (around $125 billion)
    (Value dependent upon shareholders’ confidence in the intangible assets
    of the business, and the ability of the company to manage these profitably)
    The value of the Coca-Cola brand name was almost
    $70 billion
    (well over half of its intangible
    value)
    Coca Cola’s intangible assets

    Its “secret recipe”

    Its contracts with its


    global network of bottlers
    and

    Its brand names

    The mind space it owns


    (equity)
    Brand Value of

    Value of Brand Coca Cola

    $ 70.45 billion
    The power of brand

    In a world of abundant choices, such influence is


    crucial for commercial success and creation of
    shareholder value

    Even NGOs have started embracing the brand as a


    key asset for obtaining donations, sponsorships and
    volunteers
    What’s a Brand?
    Definitions

    Brand (n): a trade mark, goods of a particular make: a


    mark of identification made with a hot iron, the iron
    used for this: a piece of burning or charred wood, (v):
    to mark with a hot iron, or to label with a trade mark

    -The Oxford American Dictionary


    Definitions

    A name, sign or symbol used to identify items or


    services of the seller(s) and to differentiate them
    from goods of competitors.

    - The Dictionary of Business and Management


    Definitions

    A brand is a name, term, sign, symbol, or design or a


    combination of them,
    intended to identify the goods or services
    of one seller or group of sellers and to differentiate
    them from those of competitors
    - American Marketing Association
    What a brand is not
    What a Brand is not

    Trademarks (these are legal properties)


    What a Brand is not

    Mission Statement (this is a reminder)


    What a Brand is not

    Logo or Slogan (these are signatures)


    What a Brand is not

    Product or services (these are the tangibles)


    What a Brand is not

    Advertising (they only deliver your messages)


    What exactly is a Brand then ?
    A Brand is…

    the difference between a bottle of a soft drink and


    A bottle of Coke
    A Brand is…

    the difference between a mp3 player and


    An Apple iPod
    A Brand is…

    the difference between a car a Mercedes Benz


    A Brand is…

    the difference between a cup of coffee and a cup of CCD Cofee


    Brand is Gut Feeling

    A brand is a person’s gut


    feeling about a product,
    service, or a company

    It’s a GUT FEELING because we


    are all emotional, intuitive
    beings, despite our best
    efforts to be rational
    – Marty Neumeier
    Simply put … a Brand is …

    …the sum total of all that is known, thought, felt


    and perceived about your company, service or
    product

    A brand is a collection of perceptions in the


    mind of the consumer."
    Brand is a memory

    Everything you remember


    about a
    product/service/company,
    through:
    Interaction/experience
    What other people say
    about them
    Advertising
    Perceptions
    Every other interaction
    How brands are built

    "Consumers build brands like birds build nests,


    from scraps and straws they chance upon”
    -Jeremy Bullmore – Marketing thinker
    Branding can be applied virtually
    anywhere a consumer has a choice
    It is possible to brand everything
    A physical good
    A physical good
    A physical good
    A service
    A service
    A store
    A store
    A place
    A person
    An organization
    A business enterprise
    Branding a business
    Branding a company

    A brand for a company is like a reputation for a


    person. You earn reputation by trying to do hard
    things well.
    - Jeffrey Bezos
    How do you brand your company ?

    Conventional wisdom thinks it's this:

    Get a nice logo


    Get nice letterheads
    Get nice business cards
    Get nice ad campaign
    Branding a company

    But-that-isn't-branding; that's-just-Corporate-
    Identity
    What is a Corporate Brand

    Brand that refers to the company as a whole and


    which – unlike the product brand which is
    primarily focused on the customer – is aimed at
    all contact groups of the company
    Iconic Corporate Brands
    Why Brand a company ?

    Today's business world is competitive and


    saturated

    Standing out and being noticed is almost


    impossible without having a brand

    Especially a corporate brand

    Film clips
    Go to any limit to delight a customer
    Empathize with your customers and surprise them pleasantly
    A responsible corporate brand with a
    Commitment to preserve natural resources
    Growth not at the cost of polluting the environment
    Create technology that is right in step with nature
    Anticipating customer needs and offering help readily
    …even if he is a very demanding one at that
    Why Brand a company

    Business benefits of branding your company:

    •Decreased price sensitivity


    •Increased consumer loyalty
    •(For manufacturers) increased bargaining
    power with retailers
    •Increased flexibility for future growth (through
    extension)
    Why Brand a company

    •Increased ability to hire and retain talented


    employees
    •Increased market share
    •Increased stock price
    •Increased shareholder value
    Branding a small company

    Branding is extremely useful to smaller businesses


    that are less known and have smaller budgets
    An example from our own city

    Sri Krishna Sweets


    •Humble beginning
    •Single minded focus
    •Quality conscious
    •Customer insight (understanding of ever
    changing customer taste)
    •Innovative spirit
    •Imbibed Brand culture
    Why Brand a company

    •Increased ability to hire and retain talented


    employees
    •Increased market share
    •Increased stock price
    •Increased shareholder value
    Why Brand a company

    •Increased ability to hire and retain talented


    employees
    •Increased market share
    •Increased stock price
    •Increased shareholder value
    Branding a company

    1. Define your brand


    2.  Your brand is your business model
    4. Start from the Inside out
    5. Connect on the emotional level
    6. Empower brand champions
    7. Stay relevant and flexible
    8. Align tactics with strategy
    9. Measure the effectiveness
    10. Practice brand strategy thinking
    Branding a small company

    Tools and channels one could use:


    -The Media
    -Website
    -Blogs
    -Podcasts
    -Social Networking
    -Offline and alternative publishing
    -PR
    -Events
    -CSR Initiatives
    Key steps in Branding exercise

    1. Brand Discovery: Who are we and what do we stand for?


    -Why did we start this business in the first place?

    -What is it that our customers get from us that they can’t


    get from anyone else?
    -What are some of the things they enjoy about doing
    business with us?
    -Where do our passion and professionalism converge?

    -Distill the ‘Brand Essence’


    -Take a ‘Reality Check’
    Key steps in Branding exercise

    2. Brand Expression: What’s the look and feel we want to


    convey?
    -Get your visual identity done

    trademark search/filing (if needed); a company logo,


    official tag line and business identity system; a firm sense
    of company reputation

    -Take a ‘Reality Check’


    Key steps in Branding exercise

    3. Brand Execution: How do we get our brand image off the


    drawing board?
    You’ve got the look
    But the “feel” is something you and your organization
    must create on your own
    It’s the total experience of your company: the way the
    phone is answered, how products or services are
    delivered, your quality/service philosophies, your
    approach to the sales process, the style of
    communication, the value placed on people
    Get the “expressions of your brand” right
    Key steps in Branding exercise

    Output from this step:

    -Brand elements extended consistently to signage


    -Web site
    -Print collateral
    -Trade show display
    -Product packaging
    -Detailed plans for communicating the brand to employees,
    customers and other stakeholders
    Conclusion

    To change the way people think about your company,

    first change the way your company thinks about itself


    [email protected]

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