Make a list of 3 brands you like and 3 brands you don’t like. Explain your feelings.

(logo, slogan, commercial, good/bad experience, posts on Instagram, innovation…?)

 What is BRANDING? 

To put it simply, BRANDING is the

process of trying to shape how people
think and feel about your business
and whatever it is you’re selling. It’s
your business’s identity. Its
reputation. Its values. Its power to
persuade consumers’ subconscious.
Why is BRANDING important? 
Branding aids consumers with the final
decision of what to buy. Strong
branding can help your business:

• Standout and be remembered. 

• Attract new customers. 
• Retain and build an emotional connection
with your customers. 
• Earn your customers’ trust. 
• Create a loyal community. 
• Increase the value of your business. 
• Contribute to employee satisfaction. 
 What are the 9 elements of strong branding?

1. Brand target: understanding who your target audience is and knowing them
well.
2. Brand awareness: it represents how familiar your target audience is with your
brand and how well they recognize it.
3. Brand innovation: consumers are attracted to brands that offer something
they’ve never seen before.
4. Brand strategy: it involves a long-term plan. By having a brand strategy,
strong brands can make sure their short term goals and long term goals are
aligned and strategically make decisions that contribute to building a loyal
customer base. 
5. Brand storytelling: it builds the consumers’ trust with honest, unique
messaging.  The human brain is wired to respond to well-crafted narrative
(neuroscience).
 What are the 9 elements of strong branding?

6. Brand marketing: it is an investment strategy. It focuses more on

building brand awareness, creating ongoing relationships with your target
audience, and solidifying your brand’s identity. 
7. Brand advertising: Similar to brand marketing, brand advertising focuses
more on building long-term connections with consumers. Brand
advertising helps to build a brands’s identity and credibility while
increasing a sense of loyalty among prospects and customers.  
8. Brand quality: it is related to Meeting and exceeding the expectations of
consumers (perception).
9. Brand loyalty:  It’s about the loyalty of customers. The type of customer
that keeps coming back no matter what new product or service a
competitor just launched.
 Watch these videos, what story do they want to tell?

• https://youtu.be/Wh-PjRC-4BE

• https://youtu.be/oEskpW6X7kg
 Videos
• Video 1 “Thule”:
A brand built on passion, this particular outdoor gear company fulfills a need for reliable
equipment that customers use to create lifelong memories. It grew by telling a story that connects
its products to favourite past times and a thirst for adventure.
• Video 2 “The Beardbrand story”:
This brand story relies on simple beginnings, self love, and communication. It fosters confidence.