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BRAND
COMMUNICATION:
AN OVERVIEW
KRITI SINGH

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THE 7 C'S OF COMMUNICATION:
 Candidness
 Clarity
 Completeness
 Consiseness
 Concreteness
 Correctness
 Courtesy
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DEFINITION OF BRANDING:
 The process involved in creating a unique name and
image for a product in the consumers' mind, mainly
through advertising campaigns with a consistent
theme.
 Branding aims to establish a significant and
differentiated presence in the market that attracts
and retains loyal customers.
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DEFINITION OF BRANDING:
 The marketing practice of creating a name, symbol or
design that identifies and differentiates a product from
other products .
 Branding is also a way to build an important company
asset, which is a good reputation.
 Branding can build an expectation about the company
services or products, and can encourage the company to
maintain that expectation, or exceed them, bringing better
products and services to the market place.
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DEFINITION OF 'BRAND':
 A distinguishing symbol, mark, logo, name, word,
sentence or a combination of these items that
companies use to distinguish their product from
others in the market.
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DEFINITION OF BRAND
STRATEGY
 Long-term marketing support for a brand, based on the
definition of the characteristics of the target consumers. It
includes understanding of their preferences, and
expectations from the brand.
 Your brand strategy is how, what, where, when and to whom
you plan on communicating and delivering on your brand
messages. Where you advertise is part of your brand
strategy. Your distribution channels are also part of your
brand strategy. And what you communicate visually and
verbally is part of your brand strategy, too.
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POINTS TO KEPT IN MIND WHILE
MAKING BRAND STRATEGY:
 What is your company's mission?
 What are the benefits and features of your products
or services?
 What do your customers and prospects already think
of your company?
 What qualities do you want them to associate with
your company?
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STEPS IN BRAND STRATEGY:
 Get a great logo. Place it everywhere.
 Write down your brand messaging. What are the key
messages you want to communicate about your brand?
Every employee should be aware of your brand
attributes.
 Integrate your brand. Branding extends to every
aspect of your business--how you answer your phones,
what you or your salespeople wear on sales calls, your
e-mail signature, everything.
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STEPS IN BRAND STRATEGY:
 Create a "voice" for your company that reflects
your brand. This voice should be applied to all
written communication and incorporated in the visual
imagery of all materials, online and off. Is your brand
friendly? Be conversational.
 Develop a tagline. Write a memorable, meaningful
and concise statement that captures the essence of
your brand.
 Design templates and create brand standards for
your marketing materials. Use the same color
scheme, logo placement, look and feel throughout.
You don't need to be fancy, just consistent.
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STEPS IN BRAND STRATEGY:
 Be true to your brand. Customers won't return to
you--or refer you to someone else--if you don't
deliver on your brand promise.
 Be consistent. This tip involves all the above and is
the most important tip on this list. If you can't do this,
your attempts at establishing a brand will fail.
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DEF OF BRAND COMMUNICATION
 Brand Communication: the ​combination of ​activities
that ​influence ​customers' ​opinions of a ​company and
its ​products: A ​brand ​image is ​created
through ​brand ​communication.
 The consumer are constantly meeting the brand:
 Through advertising
 With editorial mentions
 By sponsorships
 On the point of purchase materials
 Over the supermarket shelves
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SOME IMPORTANT TERMS:
 Brand identity: The
visible elements of a
brand (such as
colors, design,
logotype, name,
symbol) that together
identify and
distinguish the brand
in the consumers'
mind.
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SOME IMPORTANT TERMS:
 BRAND IMAGE: The impression in the consumers'
mind of a brand's total personality (real and imaginary
qualities and shortcomings). Brand image is
developed over time through advertising campaigns
with a consistent theme, and is authenticated through
the consumers' direct experience.
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References:
 http://www.businessdictionary.com/definition/brand-identity.html
 http://www.slideshare.net/sjhus/brand-communications-
presentation
 https://aytm.com/blog/research-junction/introduction-to-brand-
strategy-part-1/
 Internet search
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