Branding

Branding made
made easy
easy for
for
Start
Start up
up businesses
businesses
By Maxwell Ranasinghe

Branding for Startups by Maxwell

Ranasinghe
• “හන්වඩුවක්” ( brand)
හදා ගැනීමේදී………………..

Branding for Startups by

Maxwell Ranasinghe
Herds of cattle in Pastoral Society BC 5000 to 1200

Branding for Startups by

Maxwell Ranasinghe
Cattle skin branding
logos

Branding for Startups by

Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
 හන්වඩුවක් ( brand)හදා
ගැනීමේදී සැලකිය යුතු මූලික
කරනු
• පහසුවෙන් උච්චාරණය
• අමතක නොවන
• අනෙකුත් වෙළඳ නාම සමග
පටලවෙන්නේ නැති
• තමන්ගේ කියා වෙළඳ නාමයක් ලෙස
ලියාපදිංචි කළහැකි

Branding for Startups by

Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
Branding for Startups by
Maxwell Ranasinghe
 නිෂ්පාදකයාට සහ
පාරිබෝගිකයට ඇතිවන
වාසි
• අනෙකුත් භාණ්ඩ හා සේවාවන්ගෙන්
වෙන්කර හඳුනාගැනීමට හැකිවීම
• අනෙකුත් භාණ්ඩ හා සේවාවන්ගෙන්
වෙන්කර දැක්වීමට හැකිවීම

Branding for Startups by

Maxwell Ranasinghe
• නමුත් වැදගත් වන්නේ නිෂ්පාදිතයෙන් හෝ
සේවාවෙන් පාරිභෝගිකයා තෘප්තිමත් කර
ඔබේ වෙළඳ නාමයට පාරිභෝගිකයා නම්මා
ගන්නේ කෙසේද යන්නයි.
• එමනිසා, වෙළඳ නාමයක කිසිවක් නැත,
නමුත් සෑම දෙයක්ම ඇත්තේ “වෙළඳ නාමයක්”
ලෙස නම් කර එම නම ඇමිණීමෙන් ඔබ ලබා
දෙන භාණ්ඩය හෝ සේවාව වේ.

Branding for Startups by

Maxwell Ranasinghe
• ඔබේ වෙළඳ නාමය යටතේ ඉදිරිපත් කරන භාණ්ඩය හෝ සේවාව
ගැන වර්ණනා කිරීමට ඔබ බොහෝ මුදල් වියදම කල හැක
• නමුත් ප්‍රශ්නය වන්නේ එසේ වර්ණනා කරන ලද දේවල් ඒ අයුරින්
පාරිබෝගිකයාට ලබා දීමයි
• එම නිසා, ලාංඡන නිර්මාණ සහ මෝස්තර වැනි තරමක් මතුපිට
වෙළඳනාම වැඩවලට වඩා ඔබේ වර්ණනා කරන ලද දේ ඉටු කිරීම
සඳහා වැඩි කාලයක් හා මුදල් ආයෝජනය කළ යුතුය.

Branding for Startups by

Maxwell Ranasinghe
We the marketers talk so much about
branding and it elements
Spend lot of time and money on creating
great brand names, logos, themes and
designs.
As start ups, you need not spend a lot on
finding and designing brands
but do the ABCs correct

Branding for Startups by Maxwell

Ranasinghe
 Branding ABCs
(Very simple guide to develop
your own brand name)
Select a brand name that is:
– Easy to pronounce
– Memorable
– Protectable
– Adaptable
– Differentiates
•( you must do a practical exercise now to find out
how your brand name falls under these criteria)
Branding for Startups by Maxwell
Ranasinghe
• But what matters is how you satisfy
and make the customer loyal to your
brand by providing a positive
experience from the product or
service .
• Therefore, there is nothing in a
brand name but everything is the
product or service that you offer by
attaching that name called a “brand”
Branding for Startups by Maxwell
Ranasinghe
• You may use so much of resources in
promising customers what your brand
means; the challenge is to deliver
what you promise
• Therefore, you have to invest very
much more time and money in
delivering your promise rather than
somewhat superficial branding works
such as logo creations and designs
Branding for Startups by Maxwell
Ranasinghe
• A great brand development is as an
effort of the whole business
• All great brands come from great
companies who has kept their
customer in focus from conception of
the product idea, production,
delivering and after sales services

Branding for Startups by Maxwell

Ranasinghe
 Different strategies have been used by
companies to brand their products.
• Company name is always used with the
brand; Siddhlepa, Damro, Arpico,
Singer, LG, Hewlet Packard, General
Electric
• Different names: No company name
is used but individual brand names are
given: lux, signal, surf excel, astra,
fair and lovely, Hico, debutante,
rexona of Uni Lever

Branding for Startups by Maxwell

Ranasinghe
Creating a successful brand is the
job of the whole organisation

• Marketers may define what it should be but every

one in the company has to nurture it and develop.
• Almost all the top class brands come from top
class companies. So a top class company and a top
class brand are two sides of the same coin.
• Discuss some local and foreign brands and their
companies.

Branding for Startups by Maxwell

Ranasinghe
 Brand naming
methods( strategies)
• Band names based on people:
Jinadasage Thalaguli, Harischandra,
Wickramarachchi, Pierre Cardin,
Estee lauder, Calvin Cline, Armani,
Benz???
• .Brand names based on place:
• Sri Lankan, British Airways, Elle,
Ruhuna, Gampaha, Pasyala

Branding for Startups by Maxwell

Ranasinghe
• Brand names with Animals, birds: Dove soap,
Robin blue, Kiwi polish, Jaguar cars,
• Brand names with inherent product meanings:
Multibond, Suntec, Tropicana, flora, Dialog,
mobitel, celltell
• Brand with names of Gods Prophets,
Philospohers and Saints- Nike, Sprite,
Atlus, Mohammed, Buddha, Gautama, St.
Perter, St. Michael, St. Anthony etc.
• Follow above or use anything you like to name your brand.
But follow the basics to make things easy for you and
customers. Browse internet and check about brand names
and have an idea of it. It
Branding is a simple
for Startups job)
by Maxwell
Ranasinghe
 Brands and Products
• What is the difference of Products and Brands
• A product could be defined as anything that could
be offered to satisfy a need or want of a
consumer.
• It could be a physical good, a service, person,
place, idea, etc. `
• There are many similar products that serve the
same purpose. e.g.. The are so many pens
• When these products are attached with different
names they become brands. E.g.. Parker,
Waterman, Schaffer, Altus, Hero, Bic for pens
They could be identified separately from others

• They get attached to the company presents them

to the market. Branding for Startups by Maxwell
Ranasinghe
 Brand
and Trademarks
• There are so many ways that brands could be
formed and used. However, according to the
Intellectual Property Code of Sri Lanka(IPC) there
are many restrictions to registration of brands as
Trademarks. If one needs to obtain exclusive right
for the usage of a brand that brand has to be
registered under the IPC.
• There are two different sections applies to the
brand name registrability. ( objective grounds and
third-party rights)
• This aspect would be covered in business law
• ( refer to my note on the internet for more details on law:
https://www2.slideshare.net/maxwellranasinghe/trade-marks-and-
service-marks-with-special-reference-to-sri-lanka)
 Importance of branding
• Consumers
– Identification of the product
– Risk reducer
– Search cost reducer
– Assurance of expected quality
– Association, bond with the maker
– Symbolic device to project self image

Branding for Startups by Maxwell

Ranasinghe
• Manufacturers
– Distinguish its products from others
– Legally protecting the product
– Ability to portray the product differently and
promote it
– Creating a competitive advantage
– Make an association with the consumers
– Creating a transferable Asset

Branding for Startups by Maxwell

Ranasinghe
 Corporate brand name and
brands of the company
• In the contemporary world of business, a
company or organization’s brand is derived
not from a simple branded products that it
offers, but by the full range of brands it
offers and from the totality of its
products and services, distributors,
aftersales, positioning, responsibility to
stakeholders; including employees,
customers, environment and society

Branding for Startups by Maxwell

Ranasinghe
• Thank you
• Any questions, comments
• Email: maxran1@yahoo.com

Branding for Startups by Maxwell

Ranasinghe