The 10 Commandments of Branding

Donald Trump’s Tactics

Entrepreneurial Marketing by Mohammad Farhan Riaz

• 1: Establish a Clear Brand Position 2: Build Your Brand on an Emotional Benefit 3: Build Your Brand as Early as Possible 4: Be Consistent Over Time and Over Markets 5: Make Sure All Your Employees Know Your Brand Position 6: Make Sure All Your Products and Services Embody Your Brand 7: Make Sure All Your Customers Know Your Brand Position 8: Don't Dilute Your Brand 9: Always Monitor Your Brand 10: Maintain Your Brand as Your Organization's Most Valuable Asset
Entrepreneurial Marketing by Mohammad Farhan Riaz

” Before they know it. few will believe you and no on Entrepreneurial Marketing by Mohammad Farhan Riaz . Avoid ambiguity • Make sure that the one or two benefits that you decide to focus onare very specific. the window of opportunity to occupy a place in the minds of their customers has closed. You can be “fast” and “friendly. it is too vague to say that you offer “quality. • Their message becomes muddled.” But you can’t be “fast.” “friendly.1. and customers get lost in “information overload.” “safe.Establish a Clear Brand Position Focus on one or two benefits only • One of the most common mistakes companies make is choosing too many benefits to represent their product.”“convenient” and “stylish. • For example.” however.” If you try to be all these things.” You can be“fast.

• 2.2.Build your Brand on Emotional Benefit You should always strive to build your brand on an emotional benefit rather than an economic or functional benefit. There are two reasons for this • 1. Emotional benefits have more of an effect on people’s behavior Entrepreneurial Marketing by Mohammad Farhan Riaz . Emotional benefits are harder to copy.

The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand Entrepreneurial Marketing by Mohammad Farhan Riaz .

that name loses its power.1-The Law of Expansion • The power of a brand is inversely proportional to its scope. Entrepreneurial Marketing by Mohammad Farhan Riaz . • When you put your brand name on everything.

not expanding it. • A powerful branding program always starts by contracting the category.2.The Law of Contraction • A brand becomes stronger when you narrow its focus. Entrepreneurial Marketing by Mohammad Farhan Riaz .

• The best way to generate publicity is by being first – the first brand in a new category.The Law of Publicity • The birth of a brand is achieved with publicity.3. Entrepreneurial Marketing by Mohammad Farhan Riaz . not advertising.

• Brand leaders advertise their leadership.The Law of Advertising • Once born. a brand needs advertising to stay healthy.4. Leadership is the single most important motivating factor in customer behavior. Entrepreneurial Marketing by Mohammad Farhan Riaz .

– FedEx = Overnight delivery – Kleenex = Tissue – Xerox = Copy Entrepreneurial Marketing by Mohammad Farhan Riaz .5-The Law of the Word • A brand should strive to own a word in the mind of the consumer.

” Entrepreneurial Marketing by Mohammad Farhan Riaz .The Law of Credentials • The crucial ingredient in the success of any brand is its claim to authenticity. • Coke – “It’s the real thing.6. • Customers are suspicious.

The Law of Quality • Quality is important. – Rolex wrist bands – Montblac “fat” pens Entrepreneurial Marketing by Mohammad Farhan Riaz .8. • Sometimes expressed through a higher price and accompanying feature that seems to justify the price. but brands are not built on quality alone.

not the brand.The Law of the Category • A leading brand should promote the category.8. Entrepreneurial Marketing by Mohammad Farhan Riaz .

9. but in the product names – the perception of the names. Entrepreneurial Marketing by Mohammad Farhan Riaz .The Law of the Name • In the long run. • The difference between brands is not in the products. a brand is nothing more than a name.

The Law of Extensions • The easiest way to destroy a brand is to put its name on everything.10. Entrepreneurial Marketing by Mohammad Farhan Riaz .

Entrepreneurial Marketing by Mohammad Farhan Riaz .The Law of Fellowship • To build the category. a brand should welcome other brands.11. • Healthy competition brings more customers to the category.

12. (National……. Entrepreneurial Marketing by Mohammad Farhan Riaz . Nature’s…….) • Hard to differentiate a generic-named brand from competition.The Law of Generic • One of the fastest routes to failure is giving a brand a generic name. General…….

Companies are companies. Entrepreneurial Marketing by Mohammad Farhan Riaz . There is a difference.The Law of the Company • Brands are brands.13.

The Law of Subbrands • What branding builds. subbranding can destroy. Entrepreneurial Marketing by Mohammad Farhan Riaz .14.

Entrepreneurial Marketing by Mohammad Farhan Riaz .15. • A&E > History Channel.The Law of Siblings • There is a time and a place to launch a second brand.

• Horizontal shape provides maximum impact.The Law of Shape • A brand’s logo should be designed to fit the eyes – both eyes. Entrepreneurial Marketing by Mohammad Farhan Riaz .16.

17. Entrepreneurial Marketing by Mohammad Farhan Riaz .The Law of Color • A brand should use a color that is the opposite of its major competitor’s.

18. Entrepreneurial Marketing by Mohammad Farhan Riaz . • Crossing a border often does add value to a brand.The Law of Borders • There are no barriers to global branding. The perception of where the brand comes from can add or subtract value. A brand should know no borders.

Entrepreneurial Marketing by Mohammad Farhan Riaz . not years. Success is measured in decades.The Law of Consistency • A brand is not built overnight.19.

Entrepreneurial Marketing by Mohammad Farhan Riaz . but only infrequently and only very carefully.20.The Law of Change • Brands can be changed.

Entrepreneurial Marketing by Mohammad Farhan Riaz .21. Euthanasia is often the best solution.The Law of Mortality • No brand will live forever.

Entrepreneurial Marketing by Mohammad Farhan Riaz . • A brand is a singular idea or concept that you own inside the mind of the prospect.The Law of Singularity • The most important aspect of a brand is its single-mindedness. • A brand is a proper noun that can be used in place of a common word.22.

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