Branding & Advertising Branding & Advertising For Small BusinessesFor Small Businesses

What Is the most expensive What Is the most expensive real estate on the earth ?real estate on the earth ?

What is the Territory of the Brand?

Six inches wide Grey and wet Mysterious

Do You Know Where is Do You Know Where is this Restaurant ?this Restaurant ?

Koolar

You Will Hate This……..You Will Hate This……..

Your Your VISIBILTYVISIBILTY is more important than your is more important than your ABILITY.ABILITY.

Small Business Climate Is Very Challenging

667,000 new businesses started each year.667,000 new businesses started each year.

25,000 new products introduced annually25,000 new products introduced annually

4,000 promotional messages assault each person 4,000 promotional messages assault each person

dailydaily

Competition becoming fierceCompetition becoming fierce

Marketing array is staggeringMarketing array is staggering

Start treating your practice Start treating your practice like a small business like a small business

or or you will be out of Businessyou will be out of Business

What Is Brand ?What Is Brand ?

Not a TaglineNot a Tagline

Not a Product

Brand is a RelationBrand is a Relation

Brand as an AssetBrand as an Asset

““If Coca Cola lost everything except If Coca Cola lost everything except for ‘the formula’ and its brand name , it for ‘the formula’ and its brand name , it could walk into any bank in the world could walk into any bank in the world and get $100 billion loan to start from and get $100 billion loan to start from the scratch”the scratch”

Fortune MagazineFortune Magazine

Do You Need Branding ?Do You Need Branding ? Everyone has a perception about you.Everyone has a perception about you. You have already been branded.You have already been branded. The question is The question is DO DO YOUYOU WANT TO CONTROL IT ? Or WANT TO CONTROL IT ? Or YOU WANT THE YOU WANT THE CLIENTCLIENT TO CONTROL TO CONTROL

IT? IT?

“If you stand for nothing,

you will fall for anything.”

Ronnie Apteker – Founder Internet Solutions

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Why Branding Pays Off? Time, money and efforts spent on branding

comes back when the process is done intelligentlyIt is easier to remember the branded company

than the non branded one. they are more likely to repeat buying, and less

likely to go for competing brandsCustomers are willing to pay more for a well

known brand

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Why Branding Pays Off?Why Branding Pays Off?

Ability to expand a well-known brand to cover a new category, product, service, or locations

You can get more money from your company when you decide to sell it

Lower marketing expense: People tends to buy from a well-known

company over a no-name one

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Elements of A BrandElements of A Brand Company nameCompany name LogoLogo Slogan and taglineSlogan and tagline Letterhead and formsLetterhead and forms SignageSignage Design of marketing materialsDesign of marketing materials WebsiteWebsite AdvertisingAdvertising Staff dressesStaff dresses

Tagline A tagline is a short phrase, not a sentence,conveys what your company does. Include a action verb and clarify what product or service your company provides.

Brand PersonalityBrand Personality

Create a Create a personalitypersonality for the company,  for the company,

Just as you would for a real person, reflecting Just as you would for a real person, reflecting

aspects of the actual reputation, attitudes and aspects of the actual reputation, attitudes and

behavior.behavior.

Choose the way that you wish to speak to your Choose the way that you wish to speak to your

customers. customers.

Thums UP

The Times Of India

MID DAY

Know your audience You must first have a clear understanding of your

audience, Especially before you begin creating content strategies

and communication plans.

Determine the most influential touch points.Determine the most influential touch points.

For example, if your product is ice cream, taste is For example, if your product is ice cream, taste is typically more important than package design. typically more important than package design.

Both are touch points, but each has a different effect Both are touch points, but each has a different effect on our customers’ experiences as a whole.on our customers’ experiences as a whole.

Unique Selling Proposition Unique Selling Proposition (USP)(USP) Offer customer a specific, unique benefit – a proposition that Offer customer a specific, unique benefit – a proposition that

differentiates you from competitors.differentiates you from competitors. ExamplesExamples

Amazon.comAmazon.com Books fast and cheapBooks fast and cheap BMWBMW Ultimate Driving MachineUltimate Driving Machine Domino’s PizzaDomino’s Pizza Fresh, hot pizza in 30 minutesFresh, hot pizza in 30 minutes Federal ExpressFederal Express When it has to be there overnightWhen it has to be there overnight RolexRolex Watches that Winners WearWatches that Winners Wear VolvoVolvo SafetySafety MercedesMercedes EngineeringEngineering

Design your social media blueprintDesign your social media blueprint What types of interactions do you want your What types of interactions do you want your

customers to have with your business? customers to have with your business? Is Facebook right for you or is Is Facebook right for you or is Twitter more up your alley?Twitter more up your alley? It’s important to start by listening and observing who It’s important to start by listening and observing who

is talking about your brand.is talking about your brand. If no one is, If no one is, spark up the conversationspark up the conversation..

Immutable Law of NameImmutable Law of Name

In the long run the brand is nothing more than a name

Brand NameBrand Name

Short : Kodak, Fuji, Nokia, SamsungShort : Kodak, Fuji, Nokia, Samsung

Unique : Toyota’s Unique : Toyota’s LexusLexus is distinctive. Toyota’s is distinctive. Toyota’s Luxury Luxury commonplacecommonplace

• Orange was a striking name in a world of tel and Orange was a striking name in a world of tel and comscoms

Not mean anything rude or silly in another languageNot mean anything rude or silly in another language

Avoid generic / line extended namesAvoid generic / line extended names

• Xerox as opposed to Haloids Paper MasterXerox as opposed to Haloids Paper Master

• Xerox (Copier) is powerful. Xerox Computer is Xerox (Copier) is powerful. Xerox Computer is notnot

A brand’s logotype should be designed to fit the eyes.

Both eyes

• Simple logo, designed to fit both eyes

• Mercedes three star

• Logo font has to be clear and legible

• A housewife does not buy Ariel because it is written in a specific font

Immutable Law of ShapeImmutable Law of Shape

Immutable Law of ColourImmutable Law of Colour• Colours can help you stand out

•FedEx’s orange and purple packet stands out in corporate blue

• Logo and colours help, but the power of the brand

• Colours have meanings

•Purple means royalty Red is energetic

•Blue is peaceful

• Opposite colours can differentiate

•Coke is red, Pepsi is blue Kodak is yellow, Fuji is green

Brand Essence Brand Essence

A brand must “leverage a compelling truth”A brand must “leverage a compelling truth”

Linux stands for freedom as opposed to Linux stands for freedom as opposed to Microsoft’s monopolyMicrosoft’s monopoly

A brand should mean a single powerful thing: the A brand should mean a single powerful thing: the essence essence

Essence of Volvo is SafetyEssence of Volvo is Safety

Essence of Tata is trustEssence of Tata is trust

Essence of Fevicol is bondingEssence of Fevicol is bonding

• A brand should also be clear of what is not its essence• In India, STAR NEWS is not a channel of the masses

unlike STAR PLUS• A brand should drive single mindedly its essence

• Volvo has been selling safety for 35 years• Raymond has been selling the complete man for over 2

decades• Essence of Dettol is protection against germs

• A brand loses its essence if it starts meaning a lot of things• What is Miller :A Regular, Light, draft, cheap,

expensive beer

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Rules to Turn Small Business To Rules to Turn Small Business To a Big Brand.a Big Brand.

Rule 1: Consumer Perception is the key to success Whether true or untrue, what customers perceived about

us is the truth, regardless of the facts Positioning is the key to success

Rule 2: First to the market player has more chance to win First mover has more chance to position your brand into

the mind of consumers first First mover has the best chance to select the best

positioning to win

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Rules to Turn Small Business To Rules to Turn Small Business To a Big Branda Big Brand

Rule 3: If you cannot be the first mover, the try to move the battlefield! Don’t just become a copycat. Try to create a new and unique proposition that we can be

the first, so that you avoid becoming an imitator Rule 4: Focus clearly on your unique selling point

Don’t try to be everything for everyone Concentrate on one thing in the mind of consumers.

Rule 5: Differentiate or Sell Cheap If you fail to be different, customers will focus on price!

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Rules to Turn Small Business To Rules to Turn Small Business To a Big Branda Big Brand

Rule 6: Use Strategic Public Relations for brand building, and advertising just for maintenance Advertising is less effective to introduce a brand

It has near zero credibility It is too expensive for small companies There is full of clutter that make advertising ineffective It is a big boy game!

Strategic public relations is the key for success for small companies

It is credible It is affordable

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Rules to Turn Small Business To Rules to Turn Small Business To a Big Branda Big Brand

Rule 7: Find a great name for your brand! The name of your product is what separate you from your

competitorsShort, Unique, Memorable

Rule 8: Make sure that you are absolutely consistent It takes time to be clear in consumers’ mind To often change of direction confuse your customers and

dilute the power of your brand

Home WorkHome Work

Description About your BrandDescription About your Brand Brand promiseBrand promise Identity Brief. Logo, Tagline, ColorIdentity Brief. Logo, Tagline, Color About CustomerAbout Customer 1 Year Strategic Marketing Plan1 Year Strategic Marketing Plan