BEYOND THE LOGO
An ABND Feature For Private Circulation Only All product names, logos and brands used in this book are property of their respective owners. All company, product and service names used in this publication are for identification purposes only. Use of these names, logos and brands does not imply endorsement or association. Credits: Team ABND Geeta Parulekar Sumanjari Sengupta Maulik Chandarana
Your brand is not just a logo, leaflet or label. Itâ€™s not what you say but what the world says about you. Know the elements of building great brands.
BEYOND THE LOGO
Just as valleys and rivers make up the landscape, we, as consumers and marketers, are building the brandscape everyday.
Do you stand out in the brandscape you live in?
In the landscape of brands, where do you fit in?
What you choose to not do is also your strategy. The brand strategy works in alignment with your business strategy. Your brand strategy will take you several steps ahead in your business plan, helping you complete your journey of stepping up, leaping and persevering on in holding your own. What lights up the idea bulb is the brand strategy.
OnePlusâ€™s most notable marketing strategy kick started by selling phones to only the customers who received an invite from the company. It crafted a unique and personal experience.
At the time of the Second World War, when chocolate was expensive, it was Nutella that came up with a more economical way of enjoying chocolate. How? By mixing it with hazelnut.
While we generate the content, Facebook reaps the profits! Itâ€™s no longer about building connections. New marketing strategies urge people to generate and share more and more content.
Whatâ€™s the key here? To identify the gap between desire and possibility. Thatâ€™s how you carve a niche for yourself in the brandscape.
A house of cards can easily fall apart. What brings order to your house? A, B and C stay in the same home but their functionalities differ. How do they organize themselves? How do they space themselves out? The brand architecture streamlines a structure seamlessly.
A brand without a purpose is like a person without a motive in life. Why does your brand live? Is your brand speaking clearly to the target audience? Pursuing purpose and communicating it is the need of the brand hour.
Telling women that they are beautiful the way they are, Dove is breaking stereotypes around general beauty standards and celebrating everyday beauty.
Arenâ€™t we all confused with what medicines to take when? Help helps to clear this confusion through the simple and direct messaging in its packaging.
How do you find a window in the mind of the consumer? If you want to own a niche in the market, your brand has to be speaking in the head of the consumer.
You can do what everyone’s doing and yet spell it out differently.
Instead of asserting yourself as a stain fighter and a champion of cleanliness why not say ‘daag ache hain’? Surf Excel did just that.
Tesla introduced the world’s first electric luxury sports car at a time when the electric vehicle market valued economy over form and function.
Dettol positioned itself as a protector against germs in the 1990’s, a brand recommended by experts. Savlon couldn’t effect market trends, such was Dettol’s positioning.
Everyday we are living a branded experience. Is your brand creating it?
The smell of the book cover, the feel of the touchscreen on your phone or hearing a toy speak... A wide range of emotions are associated with everyday experiences. A brand influences the best when it can see, hear, touch and talk to you.
Starbucks- Personalized and highly customized
Pokemon Go and UberVirtual yet real
Walt Disney- A larger than life experience
You will never forget your name. But does your customer remember? That first word, on getting introduced, is the way you get labelled forever. It becomes your core differentiator. Your name reflects the attributes and the values you possess. Memorability and uniqueness matters most in naming.
To tell a great story, you can only begin with a great name.
The tagline can complete your identity. It can also create it.
A tagline has to resonate strongly with the brand offering. Written succinctly and simply, it can turn out to be a strong differentiator for your brand. An extension of your identity, the tagline is your primary descriptor.
Wherever you go, youâ€™re tagged. Why not tag yourself at the very outset?
TONE OF VOICE
Clarity orquick brown fo The mystery? over the lazy dog T
Which tone brown of messaging would fox jumps over the you resort to? The quick brown fox jumps ov
The tone of voice adds a character to your communication and binds all your steps together. Also, it binds the people you are talking to. Itâ€™s important to be strategic and consistent in your tone of voice to inspire trust and solidarity.
ox jumps The quick e lazy dog ver the lazy dog
TONE OF VOICE
A personal touch of happiness, with a feeling that you can taste.
Funny and thought provoking at the same time.
A cheeky visual expression
Your new born is brought up with an ascribed identity.
Then why not your brand? Whatâ€™s your personality? What language do you talk and what attire do you take on? This question is as critical for a brand as it is for a person. Even if you associate your brand with a smell, it can become your distinct marker, your identity.
A small green dot after your name, a bitten apple or a difficult mountain climb? Your identity embeds a powerful story.
A chamaleon is always changing colour. Do you want to blend in with your surroundings or stand out from the clutter? The clothes one wears maketh a man. The hues one wears maketh a brand. The colour that you wear is your most immediate visual identifier. It ascribes you to an emotion and a personality that you have imbibed. Branding brings out your true colours by capturing the essence of your business.
If happiness and vigour is red, trust and communication is blue.
Whatâ€™s your hue?
Itâ€™s not just the font. The style, the colour and the type of your typography can make all the difference. Each letter can literally strengthen or weaken the brand promise.
Each letter has a life of its own. What is the type of your type?
Apart from the name, the forms that stand out in the type have an identity of their own.
Whether you want to be bold and loud or soft and mellow, the imagery takes care. As is said, pictures speak a thousand words. Also, the memory is captivated immediately by powerful imagery. Clarifying and compelling visuals make for a more resonant brand.
Things will always fall in place. Only if you bind them together with a simple stroke, a band, a dot or any distinct identifier. Music will not be music without composition. It would just be sound. A brand, similarly, would not have a structure without composition. A distinct framework for all visual elements, the composition brings the brand to life.
While Ideaâ€™s yellow band is a constant in its communication, Bacardi and Lenor maintain their splashes in their own ways.
The smallest of your icons can be the biggest of differentiators. You become a brand through the representations that you effect. A brand story is told through symbols, images and icons. The language of iconography has the efficacy of minimal representation with maximum interactivity. Icons have been the most primary interactive buttons but are now transcending to become the identifiers of your business offerings.
Google Product Icons
Too much of information and you can lose the readerâ€™s attention...
unless itâ€™s infographics. The simplification of heavy information through graphics is the way to go ahead. Numbers can be related effectively in the form of engaging stories. A data driven approach is made fun through infographics.
â€œPick me.â€? How do you get people to do that? A critical component of consumer experience, your packaging can create a lasting impression. It entails one of the first touch points of the brand with the consumer or the client. Simple and smart packaging can not only shape your action but also your opinion. Compelling packaging design not only makes you stand out in the aisle. It also makes you stick out in the mind of the consumer.
ABOUT US We’re a branding company focused on the growth of Small and Medium Businesses (SMBs). Growth is about taking right decisions and so is branding. When done right, branding fuels growth. Talking of fuel, SMBs are the machinery fuelling the nation’s growth. Clearly, it’s all about growth. It’s all about SMBs. And it is all about how SMBs can achieve their true potential by maximizing reach, visibility and returns.
Our in-house proprietary brand development approach:
The final solution-crafting and design process by two internal teams followed by their distinct presentations and recommendations.
A 1-2 hour session with 4-5 experts from different domains like branding, human resources and legal or identified groups to present the client business and brand challenges for exhaustive inputs and validation. This may involve presentations, FGDs and/or online inputs.
INPUT AND VALIDATION FOR SHARPER SOLUTIONS
A day long free flowing yet planned and in-depth engagement with members from the client team and ABND team. DISCUSSIONS
www.abnd.in firstname.lastname@example.org +91 902 902 4455
AFTER READING THIS BOOK, YOU WILL NEVER ASK FOR JUST A LOGO.
'Beyond the Logo’ – an ABND publication. After reading the book, you will never ask for just a logo.