Branding Session_Day2 by Dharam Mentor, University of the Arts London

Corporate Branding Sessions

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CORPORATE BRANDING 3 DAYS 2 Y SESSION DeAssion

Dharam Mentor

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Brand Strategist | Design Director | Mentor | Educator | Master’s in Branding, University of the Arts London | Founder Visual Research Lab London | Operate from London & Mumbai

Corporate Branding Sessions

DAY 1 SESSION: My Introduction

1. What is Branding?

2. Why is Branding important?

3. Types of Brandings?

- Product branding - Service branding - Retail branding - Cultural & geographic branding - Personal branding - Corporate branding

Corporate Branding Sessions

Day 2 Session:

1. What is corporate branding?

Corporate brand Strategy and Design

2. Importance of Corporate Brand?

Companies need to place special emphasis on their Corporate branding

3. Corporate branding architecture?

2 Y A D ion Sess

Three major types of corporate brand architecture

Corporate Branding Sessions

Day 3 Session:

1. What is a corporate brand manual?

2. What should a corporate manual include?

- Corporate Manual Examples

Corporate Branding Sessions

Types of Brandings?

n o p a c Re us o i v e r the P n Sessio

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3. How many types of branding are there?

Product branding, Service branding, Retail branding, Personal branding, Cultural & geographic branding, Corporate branding

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on Recap evious the Pr n Sessio

3. How many types of branding are there?

Product branding, Service branding, Retail branding, Personal branding, Cultural & geographic branding, Corporate branding

Corporate Branding Sessions

on Recap evious the Pr n Sessio

3. How many types of branding are there?

Product branding, Service branding, Retail branding, Personal branding, Cultural & geographic branding, Corporate branding

Corporate Branding Sessions

on Recap evious the Pr n Sessio

3. How many types of branding are there?

Corporate branding:

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on Recap evious the Pr n Sessio

3. How many types of branding are there?

Corporate branding:

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on Recap evious the Pr n Sessio

3. How many types of branding are there?

Corporate branding:

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on Recap evious the Pr n Sessio

3. How many types of branding are there?

Corporate branding:

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1. What is Corporate Branding?

Corporate Branding Sessions

1. What is Corporate Branding?

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services.

Branding

Product Branding

Corporate Branding

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1. What is Corporate Brand Strategy?

Corporate branding is the series of strategy and design choices and actions that communicate the key message about the corporate brand. like its:

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What is the - Mission statement - Vision statement - Value statement of a Corporate brand? + Mission, vision, and values statements serve as the foundation for a company’s strategic plan. + They communicate the purpose, direction, and inherent values of the company. + Further, these statements can serve as powerful tools, which provide the company with the necessary guidance.

Corporate Branding Sessions

What is a Mission Statement, and How do you arrive at it? + The mission statement describes a company’s purpose or reason for being. + The mission statement should guide the day-to-day operations of the company. + The mission statement should Communicates to external stakeholders the core solutions the company provides in society + The mission statement should motivate employees toward a common near-to-medium term goal.

Corporate Branding Sessions

When writing a mission statement, consider the following questions: Q: What do we do today?

-----------------------------------------------------------------------Q: Who do we serve?

-----------------------------------------------------------------------Q: What are we trying to accomplish?

-----------------------------------------------------------------------Q: What impact do we want to achieve?

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Corporate Branding Sessions

What is a Vision Statement, and How do you arrive at it? + The vision statement describes the future of the organization. + The vision statement must reveal what the company aspires to be or hopes to achieve in the long term. + The vision statement is inspirational and motivational and provides direction to the company’s future action. + The vision statement should serve as a guide for choosing current and future courses of action. + An effective vision statement should be concise, unambiguous, futuristic, realistic, aspirational, and inspirational. + The vision statement shouldn’t be generic but instead focus on outcomes specific to the organization.

Corporate Branding Sessions

When writing a vision statement, consider the following questions: Q: Where are we going moving forward?

-----------------------------------------------------------------------Q: What do we want to achieve in the future?

-----------------------------------------------------------------------Q: What kind of future society do we envision?

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Corporate Branding Sessions

What is a Values Statement, and How do you arrive at it? + The values statement highlights a company’s core principles and philosophical ideals. + The values statement is used to inform and guide the decisions and behaviors of the people inside the company and signal to external stakeholders what’s vital to the company. +The values statement encompasses the company’s core values that shape daily culture and establish standards of code and conduct of the organization + A values statement should be memorable, actionable, and timeless. + The format of the values statement depends on the organization; some organizations use one, two, or three words to describe their core values while others provide a short phrase.

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When writing a values statement, consider the following questions: Q: What do we stand for?

-----------------------------------------------------------------------Q: What behaviors do we value over all else?

-----------------------------------------------------------------------Q: How will we conduct our activities to achieve our mission & vision?

-----------------------------------------------------------------------Q: How do we treat members of our organization and community?

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In nutshell, corporate branding strategy:

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WORK

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The Client Kansai Nerolac Paints

The Challenge The market leader in Industrial Coatings as 3rd in the Home Paints category. And way behind when it came to consumer perception of the brand. In a category where the painter is the buyer and the home owner is easily influenced, this was a serious issue for growth that had to be tackled at a corporate, brand, strategy and design level.

Our Solution Through a year long engagement wherein we met stakeholders in the organization, had workshops with client vendors, experts in the category and consumers, we arrived at an Essence for the brand.

This was then evolved into a brand portfolio strategy, naming for the sub−brands and variants and last but not least a vocabulary for the brand.

The Identity itself was morphed into a combination unit of K and N connoting the possibilities that where inherent in the partnership. The visual metaphor for the combination was the birth point for the brand language.

Used in the packaging, the interiors, on signage, on internal communication, as well as in TV commercials, the rejuvenation hasn’t changed the brand’s status in the market place. But it has made it the best looking no.3 in the Home Paints category!

Corporate Branding Sessions

Kansai Nerolac brand purpose became a core part of its vision, values, and business practices, providing the foundation for all Kansai Nerolac’s marketing and advertising activities. The implementation program was initiated in 2007.

Accompanied with the launch was an internal brand engagement program to help employees understand the refined brand promise and deliver it confidently.

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2. Importance of Corporate Branding?

Corporate Branding Sessions

2. Importance of Corporate Branding?

Corporate branding helps customers relate to a business and identify a wide range of product offers over time.

Corporate Branding Sessions

2. Importance of Corporate Branding?

Corporate branding helps customers relate to a business and identify a wide range of product offers over time.

Effective corporate branding could minimize the need for extensive marketing for every new product as the consumer has a pre-set understanding of the product’s quality, reliability, and purpose.

Corporate Branding Sessions

3. Corporate branding architecture?

Corporate Branding Sessions

3. Corporate branding architecture?

There are three main brand architecture models: 1. The branded house 2. The house of brands 3. The endorsed brand

Corporate Branding Sessions

3. Corporate branding architecture?

There are three main brand architecture models:

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3. Corporate branding architecture?

There are three main brand architecture models:

Corporate Branding Sessions

3. Corporate branding architecture?

There are three main brand architecture models:

ENDORSED BRAND

Corporate Branding Sessions

Thank you