Branding For The Unknown

Branding for the Unknown
Questions that every Entrepreneur has

about his business
 Who are the key competitors, what can you learn from them, what will
it take to outperform them?
 What is the value that you promise to deliver to the customer?
 Why will your target market believe your promise?
 What does the consumer desire and how will you uniquely fulfill that
desire?
Questions that every Entrepreneur has
about his business
 What is the fundamental purpose behind your business – that inspires
all in the organisation?
 How will the business evolve over time?
 What is your backbone – what is negotiable and what is not?
 How do you present yourself?

What is Branding?
Branding is the process of creating a strong, positive perception of a
company, its products or services in the customer’s mind by
combining such elements as
Logo
Design
Mission statement and
A consistent theme throughout all marketing communications.
Effective branding helps companies differentiate themselves from their
competitors and build a loyal customer base.
Your brand is derived from
 who you are,
 who you want to be and
 who people perceive you to be.
How does it help your business
 Connect with your audience
 Stand out from your competitors
 Create and increase the value of your offer
Connecting with your audience
 The goal is to draw customers to your
business
 Make them feel that this is the right fit
for them
Stand out from your competitors
 Communicates the difference – highlights what
makes your brand stand out
 Connect with an audience on an emotional level –
customers have both rational and emotional reasons
for choosing products/services
Create and increase the value of your offer
 Creates additional value
 Influences perception
 Customers – willing to pay more for a product
/service that is well-branded
 Perception of the brand must match up to the actual
experience
What is a brand
Intrinsic Extrinsic
Meaning
Functional
Value
Design Brand image
Performance Images of stores
Ingredients/ where sold
components Perceptions of
Size/shape users of the brand
Price
Why Branding?
 Delivers the message clearly
 Confirms your credibility
 Connects your target prospects emotionally
 Motivates the buyer
 Concretes user loyalty
 Market share
Where do we start?
 Why customers have chosen you or would choose
you?
 There is always something unique about every
business – go back to the beginning of the business,
identify the original motivation
Branding Strategy
Emotion – Does
your brand
connect with
customers
emotionally
Difference –
Does your brand
The Value- Does it
give your
customers a
reason to
Brand deliver the
values
expected
believe Drivers
Awareness – Are
customers and
stakeholders
aware of your
brand
For new business
 What would you like your future customers to say about you?
Example-
Plumber – is considerate and ensure the cleanliness in people’s
homes
Carpenter – focuses on using sustainable material
Restaurant – wants to be known for a warm and homely
atmosphere
THE TEST
 Ultimate Brand idea is to apply it to as many touch points as
possible
For a warm and friendly atmosphere
What does the signage look like?
How does the staff greet customers?
How does the brochure look like?
Each should reinforce, the idea should feel consistent inside

and out
Brand Values
 The brand building process can be at a surface level –
design of the logo OR
 Delving into your personal identity – thinking about
your legacy
Defining brand values will help you articulate what your

business stands for to your customers
For small business
– culture and values reflect those of the founders
Move away from generic words – HONEST and

PASSIONATE
Use what is true to you
Shaped by your personal experiences
Brand Personality
 Reflects the personality of the business owner
 Communicate through the tone of writing at the
brand touch points
Creating a Brand
 Identifying and articulating the
Brand idea
Brand personality
Brand values
Lay the foundation of creating a strong brand

It is challenging so reach out to a partner /consultant to get the
perspective of someone from outside
….but opportunities exist for the
agile !
Acitivity
1. Write the company brand
The culture and
What the company wants to achieve.
2. Write 20 words that best describe your company. These are effectively a number of
associations for the company brand. These words can be anything that you like. They
can be factual, emotional or even symbolic. Examples are:
Adventurous
Efficient
Lion
Cute
Big
Fun
Red
Horizontal
Select the choice of these words and then pick 5 of them.
Activity
Brainstorm possible values and attributes for your
brand – start writing random adjectives , words
(short, exclusive) or expressions that could be used to
describe your brand
Separate those into what belongs and doesn’t belong

to it – segregate into YES and NO
Group the ones which belong into abstracted groups -
Distill them into values, key attributes and analogies –
visual. Tone, values
Thank you

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Branding for the Unknown

Questions that every Entrepreneur has

 Why will your target market believe your promise?

 What is your backbone – what is negotiable and what is not?

 How do you present yourself?

Each should reinforce, the idea should feel consistent inside

Defining brand values will help you articulate what your

Move away from generic words – HONEST and

Lay the foundation of creating a strong brand

Separate those into what belongs and doesn’t belong

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