branding basics for entrepreneurs by brand diaries creatives 8.02.2014
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Branding Basics For EntrepreneursBy
08.02.2014
Business-Owners
Is your business a brand yet?
They say : Branding is for the big cats only
We say : Branding can help everyone – big or small
Floor BrandingTurning a metro
into a beachFor promoting holiday offers
Floor stickers
Intelligent placement
Use of Elevators in Branding
Use of Day to day to day objects to make brand presence
Bacterial Billboards
Landscape Branding• Experiential Design for offices/workspaces
Mossages
Sand
Inside Metros
Outdoor
Inside Shopping Cart
Transit
Through QR Codes
Collaborative Associations
Collaborative Associations
CommunicationBrand
Let’s get to the basics
You Idea
Customers
Target Audience
Brand‘Hunger’ =
USP
Objectives of Brand Communication
Long term - ‘Recall’ Short term - ‘Sales’
Increase frequency of use Increase period of buying
Increase word of mouth
Build Awareness
Increase Reach
Objectives of Brand Communication
Define Your Target Audience
Source : MURC India
Define Your Target Audience
Media Consumption Habits
Digital Consumption Patterns
USP
USP
Why should they go with your product/service
ONLY?
How you can sell?
Make a different product Sell it differently
Or
And when it is an ‘and’ you got an
Brand is
Experience built around your product
Intangible
BRAND COMMUNICATION
82% of Companies Ignore Branding Goals When Interacting With Customers
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Brand Identity
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
THE MOST ESSENTIAL PART OF YOUR BRAND
• Simple• Easy to Remember
• No pun• Easy to pronounce• Short as possible
• Story Building• Relevant to Industry
HOW TO GO ABOUT YOUR BRAND NAME?
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
HOW TO GO ABOUT YOUR BRAND NAME?
• Simple
• Industry Specific
• Memorable
• Clear
ICONIC
WORD MARK
LETTER MARK EMBLEM
COMBINATION
BASIC LOGO TYPES
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
LOGO – FONT FAMILY
Tagline• Based on what USP your product/service
has to offer
• Revolves around the central positioning of
the brand in the market
• Can’t change every day
“Creative Agency Following Strategy. For A Change.” – Brand Diaries Creatives
ExampleAdvertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Your 30 Seconds Company Intro (In Person)
“A creatively charged communications agency helping build brands from strategy to action.”
– Brand Diaries Creatives
Example
• WHO WE ARE? WHAT WE DO? In most crisp format
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Visiting CardsNot an ordinary visiting card but what
people keep for a lifetime• Bold• Industry Relevant• Different yet pocket-sized
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Quickies (Company Services Video)
• 60 - 120 seconds video like a company profile• Easy to introduce your product/service• Great tool for B2B businesses
Interactive websites
• Most Important Brand Touch Point today• Responsive Websites• Mini Website – interaction based • Break the basics and create something
new• Thematic and in sync with your Identity
Website Design
• Memorable• Responsive• User - Friendly• Where you want to be in 3 clicks or less• Appealing Design
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Facebook Page Campaignhttps://www.facebook.com/dominospizzaindiaDomino’s Pizzas
Indus Pride https://www.facebook.com/induspride?fref=ts
Twitter Campaignhttps://twitter.com/HelloMeHippoHippo
#Clefttosmile :{to:)
Trident – Bangalore – order through twitter post contest
Bloghttp://www.dominos.co.in/blog/Domino’s Pizzas
Youtube - Viral VideosGangnam Style Kolaveri Di Flash Mob
Pinterest Campaignhttp://www.pinterest.com/veromodaindia/
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
Digital Identity
Marketing Collaterals
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
• Standees
• Direct Mailers
• Brochures / Pamphlets
• Danglers
• Newspaper Inserts
• Presentation Templates
• Posters
• Retail Experience Design
Advertising Campaigns
Advertising Campaigns
Marketing Collaterals
Digital Identity
Brand Identity
• Newspapers
• Magazines
• Radio
• Television Commercials
• Corporate Films
• Outdoor • Billboards• Bus – shelters• Banners• Pole Kiosks
IMC• Making sense of media
Play Video
Things to do after this
• Customise your target audience• Identify your media channels• Define your USP• Work on your communication mantra• Make a basic brand strategy action plan• Hire a good creative cum strategic
agency/freelancer
Do join us next week for our meetup, 15th Feb, Saturday 11 AM @CCD Janpath for
Shobhit (9911764488), Lily (9971832008)Our Contacts :
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