Branding Session_Day 3 by Dharam Mentor, ual, London

Corporate Branding Sessions

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CORPORATE BRANDING 3 DAYS DAY SESSION 3

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?

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

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Corporate Branding Sessions

Let me share few corporate branding projects, which are done by our teams...

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Case Study: 02

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Case Study: 03

WORK

Corporate Branding Sessions 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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Case Study: 03

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Case Study: 04

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1. What is a corporate brand manual?

Corporate Branding Sessions

1. What is a corporate brand manual?

A corporate brand manual sets the rules for applying the graphic elements to maintain its visual and communicative coherence.

Corporate Branding Sessions

1. What is a corporate brand manual?

In short, without a manual, your brand is lost. Your brand’s identity is the personality of your corporation.

Therefore, consistency is the key to building a seamless corporate brand image.

Corporate Branding Sessions

2. What should a corporate manual include?

Corporate Branding Sessions

2. What should a corporate manual include?

- Brand strategy and understanding - Brand Identities: full logos, secondary logos, & icons.

- Brand Color palette: primary and secondary colors.

- Brand Typography: font styles, sizes, and spacing.

- Other imagery: photos, illustrations, and artwork.

- Voice & tone: how the brand uses language & emotion.

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In Sum:

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Thank you