Branding

CONTENT

Branding goals and objectives

Stages of brand creation
Key elements of branding
Types of branding
Rebranding
 What is branding?
Branding is the creation of a positive image of the company, its dissemination
and consolidation in the head of the client. In simple words, it is brand
management

A brand is a trademark, a company's trademark and its name

Branding includes a whole range of marketing activities

brand
 Branding goals and objectives
formation of a clear image in the minds of consumers
creating the necessary associative series and emotional connection
popularization of brand products
increasing awareness of the company and its products
detuning from competitors
creating and strengthening a positive brand image
 Stages of brand creation
1. Study of competitors and target audience, market analysis
2. Audit of the current state of the brand
3. Formulation of positioning and values
4. Creation of verbal components of brand identification
5. Development of visual elements of brand identification
6. Creating a brandbook and a guideline
7. Development of a long-term promotion strategy
8. Analysis and implementation
What does brand creation consist of?
Who are we?
What value do we carry?
What is our mission?
What is the brand legend?
How do we communicate with the audience?
How do we talk about the brand?
In what context should the brand not be
mentioned?
What does the identity look like and how to
use it?

Branding shapes the perception of the

business in their minds and, ultimately, turns
new customers into regular customers
 Why is branding important?
Stand out from the competition
Increase brand awareness
Strengthen brand credibility
To give the business an identity
Formation of a sense of pride among employees
Increasing business value
 Key Elements of branding
VISUAL COMPONENTS
Website
In the contemporary landscape, a strong
online presence is pivotal for effective
branding and digital marketing strategies
Logo
It should be effortlessly recognizable and
memorable
Brand name
The brand name should reflect the
company's essence, convey its activities, and
leave a positive impression
NON-VISUAL COMPONENTS
Brand Values
Amid a landscape valuing transparency and
authenticity, consumers seek brands that
share their values
Brand identity
Defining corporate identity encapsulates the
company's uniqueness and the
commitments it makes to its audience
Brand history
Brand history fosters trust and connection
with the audience, elucidating the business's
essence
 Key Elements of branding
VISUAL COMPONENTS
Brand Colors
The chosen color palette shapes the brand's
visual identity across all marketing channels
Typography or corporate font
Typography encompasses the design and
arrangement of letters used throughout
branding
Slogan
A memorable slogan serves as a potent
marketing too
NON-VISUAL COMPONENTS
Brand voice
Similar to individuals having distinct voices,
brands possess unique voices too. The
brand's voice shapes communication, fosters
consistency, and builds trust
Brand expansion
As companies expand, they diversify their
product lines
 Types of branding
Product branding
This type of branding focuses on creating a distinct identity for individual products
within a company's portfolio. It aims to differentiate products from competitors and
emphasize their unique features. Examples include Apple's iPhone, Nike's Air
Jordan sneakers, and Coca-Cola's Diet Coke

Corporate branding
Corporate branding centers on building a strong, overarching identity for the
entire company. Notable examples include Google, IBM, and Microsoft
 Types of branding
Personal branding
Personal branding is about crafting a unique identity for individuals, often
professionals or influencers, to establish credibility and recognition in their
respective fields. Notable examples include Oprah Winfrey, Elon Musk, and Richard
Branson
Co-Branding
Co-branding involves two or more brands collaborating on a product or
campaign. An example is the collaboration between Nike and Apple for the Nike+
iPod sports kit
 Types of branding
Service branding
Service branding pertains to creating a distinct identity for services rather than
tangible products. It focuses on communicating the value and quality of services
offered. Examples include FedEx for courier services and Starbucks for coffeehouses

Online branding
With the rise of the internet, online branding emphasizes building a strong digital
presence through websites, social media, and digital advertising. Companies like
Amazon, Facebook, and YouTube excel in online branding
 Types of branding
Cause branding
Cause branding involves aligning a brand with a social or environmental cause to
showcase its commitment to making a positive impact. Brands like TOMS, known
for its "One for One" giving model, exemplify cause branding

Nation branding
Nation branding focuses on enhancing a country's reputation on a global scale. It
aims to promote tourism, trade, and international relations. Examples include
"Incredible India" and "Visit Norway" campaigns
 Types of branding
Product line branding
This type of branding focuses on creating distinct identities for different lines or
categories of products within a brand's offerings. For instance, Procter & Gamble's
Pampers brand encompasses various product lines, such as Pampers Swaddlers
and Pampers Cruisers

Private label branding

Private label branding involves creating brands for retailer-specific products.
Examples include AmazonBasics and Target's Up&Up
 Types of branding
Destination branding
Destination branding is about positioning a specific location, such as a city,
region, or tourist destination, to attract visitors, investment, and businesses. Cities
like New York and Paris are iconic examples of effective destination branding

Luxury branding
Luxury branding focuses on creating a perception of exclusivity, prestige, and high
quality. Brands like Rolex, Louis Vuitton, and Ferrari excel in luxury branding by
appealing to discerning consumers and conveying a sense of luxury
 Types of branding
Geographical branding
For example, seven wonders of the world around the world, resort complexes in
Europe, unique animals in Africa or Australia. It can also be ancient cities or hot
springs and much more

Branding in Art
For example, teasers of Lollapalooza or Sziget festivals, the image of the protagonist
from the Witcher series of novels, or an invitation to an annual exhibition dedicated
to the work of Vincent Van Gogh

Branding of services
One of the most difficult types of branding — after all, services, unlike goods, cannot
be felt and understood by quality. An example is cellular communication — all
providers have high connection speeds and low-cost pricing solutions
Rebranding
Rebranding is the process of updating, changing, or
completely overhauling a brand's identity, including its
name, logo, messaging, and overall visual and verbal
elements

Apple (1977 - Present)

Apple underwent a significant rebranding when Steve
Jobs returned to the company in the late 1990s. The
company shifted from its previous colorful and intricate
logo to the minimalist monochrome Apple logo we
know today. This move represented a streamlined,
modern, and innovative image, aligning with Apple's
renewed focus on simplicity and cutting-edge
technology
Rebranding
Starbucks (2011)
Starbucks made a subtle but significant change to its
logo in 2011, removing the text and leaving only the
iconic siren image. This rebranding aimed to reflect the
company's expansion beyond coffee into other beverage
and food offerings, symbolizing Starbucks as a
destination for more than just coffee

Uber (2018)
In 2018, Uber underwent a rebranding to move away
from its previous aggressive and controversial image. The
new logo and visual identity aimed to convey a friendlier,
more inclusive, and trustworthy brand pepersona as the
company sought to improve relationships with drivers
and passengers
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your attention!