start-up branding

Start-up Branding

The current usage of the

word brand

The advent of word

brand

Evolution of concept of

Branding

Brand & Branding

Are we a brand? Yes!

Myths of Branding

Potentiality Of Branding

50+ Branding Activities

Questions

The Current usage of the word Brand

“I bought a product because it’s a brand”

“It’s expensive because it’s a branded”

Sales Man

Consumer

The advent of word Brand

Branding Iron

Branding Iron Brand

Brandr (to burn)

Source: www.gopixpic.com

Evolution of concept of Brand

Phase 1: Brand as a symbol (ancient times)

Phase 2: Brand as a Name (In late 1880s)

Phase 3: Brand as an image/perception in

consumer’s mind (Present)

Phase 4: Brand as a promise keeper (Future)

Brand & Branding

Noun: Brand

Verb: Branding ( The process of

building/maintaining a Brand)

Brands are very much like living beings, they live in the minds of people continuously and so the process of Branding has to be strategically designed such that it is continuous with consistent frequency, consistent core message and dynamic extended message.

Are we a Brand? Yes!

If we are clear with what

our organization stands for

If we communicate the true

and complete value proposition of

our product or service

If we deliver our promises on time

to our consumers.

Vision, Mission, Values.

Core Message, Internal Communication. External Communication.

Quality Assurance, After-sales support, Performance delivery.

So, it all depends on

• How well and detailed you define your organization

and product or service

• How effectively you communicate what the product or

service means to the customer

• How well you keep up your promises you made to

your employees, vendors and customers.

Are we a Brand? Yes!

Myths of Branding

Myth#1:

Branding is nothing but a logo and tagline.

Myths of Branding

Brand Core Elements that

are way beyond just a logo

and a tag line

Myth#2:

Branding is very expensive.

Myths of Branding

• decreases the cost of customer acquisition,

• increases the brand equity,

• obtains a premium price,

• raises the demand of the product or service,

• optimizes the performance

Branding 1

Cost of getting a customer

Myth#3:

Branding is a one-time process.

Myths of Branding

• The journey of organization transformation to a brand is gradual and continuous; branding also has to be embedded into this continuous process to engage customer and perform continuously

Myth#4:

My product is great, I don’t need Branding.

Myths of Branding

Myth#5:

Our company is in early stage, we don’t need

Branding now.

Myths of Branding

Few of the leading reasons are • No Business Plan, • Lack of Operative goals and objectives, • Failure to measure goals and objectives, • Failure to understand the Industry and TG, • Just me-too business, • Poor or no marketing programs • Underestimating the competition

Source: Dun & Bradstreet and INC

Potentiality of Branding


Potentiality #1:

Increases Retainership

+

Free advertising

(word of mouth).


Potentiality #2:

Talent Absorption into

your organization

+

lower attrition rate

http://staffingpowerusa.wordpress.com/


Potentiality #3:

Increases the chances of raising

funds from investors


Potentiality #4:

Obtains Premium Price


Potentiality #5:

Performance Optimization


1. Vision

2. Mission

3. Values

4. Core Message

5. Competitive Analysis

6. Business Plan (includes marketing strategy)

7. Marketing Calendar

8. Logo

9. Baseline

10. Stationery (Business card, letterhead, envelop, feedback form etc)

11. Testimonials

12. Case studies

13. White Papers

14. E-mailers

15. Direct mailers


16 Brochure/leaflet/Menu/Catalogue

17 Greeting cards

18 QR Code

19 Event Participations & Contributions

20 Association Memberships (related your industry)

21 CSR Activities

22 Toll-free number

23 Free samples/demos

24 Employee uniform

25 Newsletters

26 Blog

27 Social Media (FB, linkedin, Twitter, Pinterest, )

28 Mobile friendly website

29 Sales Training

30 Customer Relationship Management


31 Office Environment Designing

32 Event Sponsorships

33 Customer mailing list

34 Id cards, T shirts, etc.

35 Internal events

36 Academic trips

37 Newspaper Advertisement

38 OOH Media

39 Press Release

40 Employee Training Sessions

41 Search Engine Optimization

42 Search Engine Marketing

43 Web Analytics

44 Tele-calling

45 Registered Trademark


46 Intro Videos

47 New Employee Kit

48 Internal Brand Auditing

49 R & D Activities

50 Visual Identity (Extended Identity)

51 Rules of the organization

52 Policies of the organization

53 Rewards

54 Performance Metrics

55 Free Consultation

56 Payment Mode

57 Online Surveys

58 Customer Care

59 Location Advertising

Questioning is the only way

to find answer…