How to build a

SUCCESSFUL BRAND

By
Sonali Satpathy
What is a BRAND?
B Business

R Recognition

A And

N Network

D Development
Branding is more than this
Brand Strategy

What it is not What it really is

Product / service Way you connect with customers

Logo Story

Website Vision

Name Heart & Soul

 7 essentials for strong company
branding

1. PURPOSE
2. CONSISTENCY
3. EMOTIONS
4. FLEXIBILITY
5. EMPLOYEE INVOLVEMENT
6. LOYALTY
7. COMPETITIVE AWARENESS
 PURPOSE

How to define the purpose?

a. Functionality – what it gives to its users.
b. Commercial terms – your benefit & consumer’s
pocket.
a. Social values – what value it adds to the society.
b. Consumer Appeal – how appealing your strategy is.
 CONSISTENCY

1. Avoid irrelevance in your content.

2. Fuel customer loyalty
3. Create a style guide

A style guide can encompass everything from the tone of voice you'll use
to the color scheme you'll employ to the way you'll position certain
products or services.
 EMOTIONS

“Customers aren't always rational. 75% of times,

when a customer buys a product or a service, it is out
of their emotions.”

 Find a way to connect with your

customers on a deeper, more emotional
level.
 Use emotional triggers.
“Aapke sapno ka ghar”
 FLEXIBILITY

“Effective identity programs require enough consistency

to be identifiable, but enough variation to keep things
fresh and human.”

 Are there some out-of-the-box partnerships

your brand can make?
 Are there attributes about your product or
service you never highlighted? Use those to
connect with new customers and remind your
old ones why they love you.
 EMPLOYEE INVOLVEMENT

 How your employees communicate your brand

to your customers?
 How connected do your employees feel to your
brand?
 Are your employees happy with you?
 LOYALTY

 Reward your existing customers.

 Referral benefits.
 Special thank you notes.
 Highlighting a positive relationship between
you and your existing customers sets the tone
for what potential customers can expect if
they choose to do business with you.
 COMPETITIVE AWARENESS

 Don’t‘ dictate each and every move of your

competitors.
 Don’t let your competitors dictate your each and
every move.
How?
 Trademark
 Patent, etc.……
 Requisites of a brand
 Brand Logo
 Brand Name
 Vision Statement
 Mission Statement

 Company Profile
 Company Presentation
 Company Website
 Social Media Presence
 Networking
 Pubic Communications
 Connecting with Networking Groups
 Attend meets of various concerned
associations
 Social Media Presence
 ESTABLISH
YOUR
BRAND
TODAY

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