INTROD
UCTIONTO BRA
NDING.
What is BRANDING?
Branding is the process of creating a unique identity, perception, and emotional connection between a company, product, or individual and its audience.
It includes element like name, logo, design, messaging, values, and experiences that distinguish a brand from competitors.
Importance of BRANDING:
Recognition
& Recall
A strong brand helps people remember and recognize your business.
Trust
& credibility
A well-established brand builds custome confidence.
Emotional
conection
People conect with brands on a deeper level (Nike = Motivation,
Apple = Innovation)
Customer loyalty
& advocacy
A good brand retains customers and turns them into brand ambassadors.
Competitive
Advantage
A strong brand stands out in a crowded market.
Difference between
Branding
Marketing
Advertising
Definition
Branding is the process of creating an identity and perception for a business or product.
Marketing involves strategies and activities to promote a product/service and attract customers.
Advertising is a specific form of marketing that focuses on paid promotions.
Purpose
Builds reputation, trust, and emotional connection.
Increases demand, generates leads, and engages customers.
Informs and persuades people to take action (buy, sign up, etc.).
Focus
Long-term strategy (who you are, what you stand for).
Medium-term strategy (how you reach your audience).
Short-term campaigns (specific promotions, offers).
Example
Apple’s brand identity (innovation, premium experience).
Social media marketing, email marketing, SEO.
Facebook Ads, TV commercials, Google Ads.
Branding is the foundation.
Marketing builds awareness,
advertising amplifies it.
Iconic Brands & Their Evolution
Apple
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From “Think Different” to a global tech and lifestyle icon.
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Focus on innovation, minimalism, and premium quality.
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Emotional branding: Apple products are not just tools but lifestyle statements.
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Strong storytelling and brand consistency.
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Nike
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“Just Do It” and the power of emotional branding.
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Association with athletes and motivation.
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Focus on storytelling (e.g., Colin Kaepernick campaign).
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Strong visual identity (swoosh logo, bold typography).
Coke
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The brand of happiness and nostalgia.
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Consistent messaging around happiness, joy, and celebration.
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Evolved but stayed true to its core identity (red, typography, storytelling).
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Tesla
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Disruptive branding in the automotive industry.
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Positioning as an innovative, sustainable, and futuristic brand.
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Minimal advertising but strong brand advocacy.
BRAND STRATEGY & POSITIONING
A strong brand strategy helps businesses create a distinct identity in the market, connect with the right audience, and build long-term customer loyalty.
1. Defining Brand Vision, Mission & Values
​​Brand Vision – The aspirational future of the brand.
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Example: Tesla – “To create the most compelling car company of the 21st century.”
Brand Mission – The purpose of the brand and how
it serves customers.
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Example: Nike – “Bring inspiration and innovation to every athlete in the world.”
Core Values – The guiding principles of the brand.
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Example: Google – “Focus on the user and all else will follow.”
Exercise: Write a vision and mission statement for a fictional brand.
2. Understanding Brand Personality & Tone of Voice
Brand Personality – The human-like traits associated with a brand (e.g., playful, sophisticated, rebellious).
Tone of Voice – How a brand communicates (e.g., formal, friendly, humorous).
Framework:
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If your brand were a person, what characteristics would they have?
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Choose 3-5 adjectives that define your brand’s personality.
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How should your brand "speak" on social media, in emails, or in advertisements?
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Exercise: Pick a well-known brand and describe its personality & tone of voice.
3. Target Audience & Market Segmentation
Demographics: Age, gender, income, education, location
Psychographics: Interests, values, lifestyle, behaviors.
Customer Pain Points & Needs: What problems does your brand solve?
Exercise: Create a customer persona
(e.g., “Meet Sarah, a 28-year-old designer who values sustainability and seeks ethical fashion brands”).
4. Competitor Analysis
Direct vs. Indirect Competitors:
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Direct: Compete for the same customers (e.g., Coca-Cola vs. Pepsi).
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Indirect: Offer alternative solutions (e.g., Starbucks vs. energy drinks).
Key factors to analyze:
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Brand positioning
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Strengths & weaknesses
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Unique selling proposition (USP)
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Customer perception
Exercise: Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) of a competitor brand.
5. Activity: Crafting a Brand Positioning Statement
A Brand Positioning Statement defines how a brand differentiates itself in the market.
Formula:
"For [target audience], [brand name] is the [category] that [key benefit], because [reason to believe]."
Example:
"For eco-conscious travelers, Patagonia is the outdoor apparel brand that offers high-quality, sustainable gear because we prioritize ethical sourcing and environmental responsibility."
​
Exercise: Write a positioning statement for a fictional or personal brand and present it to the group for feedback.
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