Branding Principles

What
Why
Who
When
Where
How

WHAT

A brand is the set of values that it represents and the actual values that it can add to those who are involved with the brand.
John Doe
John DoeCEO
Branding is a dynamic concept. The same brand can mean different things to different people, depending on their relationship with the brand. A brand may therefore manifest itself in different ways and play different roles in the user’s life.
John Doe
John DoeCEO
A lifestyle brand is a brand that matches our life philosophy. We do not carry these brands to project a certain image. We identify with them because they allow us to pursue the style of living we desire.
John Doe
John DoeCEO
A responsible brand is concerned with more than just its own commercial interest. It will not compromise on its ethical values during its pursuit of profit.
A loyal customer is not necessarily someone who buys your brand regularly but one who promotes your brand and defends your brand voluntarily.
John DoeCEO
A brand can be low-cost but not low-end.
John DoeCEO
Brand-building is not only about what we do, but also what we don’t do.
John DoeCEO
A brand with a long history can also be modern and cutting-edge. There is no tradeoff between heritage and innovation.
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Branding is not what you do. It is what you stand for.
John DoeCEO
Consumers today welcome brands that are dynamic and multi-dimensional by being luxurious, cute, classic, and modern at the same time.
John DoeCEO
Branding is not about what you can do or how good you are. It is about the positive difference that you can make.
John DoeCEO
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WHY

Your brand can be regarded as your most valuable asset. It is the result of all the hard work you have put into your business and the market reputation that you have earned over the years.
John Doe
John DoeCEO
A brand will draw the consumers to focus on the value they can get rather than the price they have to pay.
John Doe
John DoeCEO
A brand stands for absolute quality and implies a more satisfying experience. A trusted brand gives people assurance and peace of mind. As such, people engage in brands they believe in. The brand becomes a promise, and nurtures relationships based on this promise.
John Doe
John DoeCEO
A brand exists because it has a role to play in people’s lives.
Premium pricing has to be justified by superior quality and product performance, or else the brand will not last long in the market.
John DoeCEO
A brand is unique because of its brand DNA.
John DoeCEO
It is critical to ensure that the brand is properly understood and embraced by the team whose task is to promote the brand to the outside world. If they are not convinced about the values of the brand themselves, there is no way that they can convince others.
John DoeCEO
A brand can only blame itself for any customer defection, for being good is no longer good enough.
John DoeCEO
Disruptive brands can transform a market and redefine an industry because they are trend-setters.
John DoeCEO
Selling is the outcome, not the purpose of branding.
John DoeCEO
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WHO

A brand is defined by the people who relate to it rather than the brand-owner itself.
John Doe
John DoeCEO
Brands only exist when humans appreciate them; they do not exist by themselves.
John Doe
John DoeCEO
People can see your behavior, feel your personality, and sense your values. Together, they represent the totality of who you are and what you stand for in the eyes of those interacting with your brand.
John Doe
John DoeCEO
A great brand does not only add value to its users; it radiates positive energy that brings opportunities and possibilities to anyone who is involved with the brand.
It is critical to ensure that the brand is properly understood and embraced by the team whose task is to promote the brand to the outside world. If they are not convinced about the values of the brand themselves, there is no way that they can convince others.
John DoeCEO
People are connected to the values of the brand, attracted by its personality, and impacted by its behavior.
John DoeCEO
A brand is worthless if it is not appreciated by the people it serves.
John DoeCEO
A brand cannot stop its customers from checking out competitive offers. What a brand can do and should do, however, is to build a fruitful and ongoing relationship with its customers so that they are less inclined to switch to a competitive brand under any circumstance.
John DoeCEO
Every consumer has a mental repertoire of brands for different categories, also known as a “consideration set.” A brand has first to enter this league to be considered. Then, it has to emerge as the preferred choice by presenting consumers with a compelling and unrivaled argument, which usually consists of both rational and emotional reasons.
John DoeCEO
A brand should not blame competitors for its loss of business. Instead, it should ask itself why it was not able to fulfill the changing needs of the consumers or, in some cases, not even realize that consumers expected something different or better.
John DoeCEO
Your brand is like your child. It bears your DNA.
John DoeCEO
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WHEN

Your brand exists before you start to promote or advertise it.
John Doe
John DoeCEO
A product becomes a brand when it has a personality.
John Doe
John DoeCEO
Regardless of its age, a brand will start to age when it loses its relevance to the users.
John Doe
John DoeCEO
Brands can stretch their life cycle by keeping abreast of the latest market and consumer trends or introducing new variants guided by their brand DNA.
Users will regularly appraise their relationships with different brands, and there is no obligation for them to stick to the same brand for any category.
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A sustainable brand is one that understands and can meet changing expectations by offering the most appealing and up-to-date merchandise according to “customer lifestyle.”
John DoeCEO
If a brand can truly represent an important value to people, it will possess the quality to endure for generations.
John DoeCEO
In a digital age where consumers have abundant choices, a brand cannot remain merely a concept. It must offer tangible values to the people it serves, or it will be easily replaced.
John DoeCEO
A brand is more likely to succeed if it can serve customers better than its competitors can.
John DoeCEO
In the age of disruption, a consumer’s consideration set can completely change when disruptive brands emerge to fulfill their needs in unconventional ways. These brands provide an eye-opening experience to consumers and may change their expectations and behavior forever.
John DoeCEO
Only the brands that can make people “feel right,” not just “feel good,” will be the true winners at the end.
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WHERE

The concept of branding applies not only to commercial products but also to cities, countries, NGOs, and people.
John Doe
John DoeCEO
In the digital and interactive world, branding is a collective experience, and everyone can play a part that will either reinforce or diminish the brand experience and its reputation.
John Doe
John DoeCEO
A truly respected and admired brand extends its positive influence from the industry to the community.
John Doe
John DoeCEO
Brand-building should always start from within the corporation. This is why the most critical decision that a corporation has to make is to hire the right people.
The brand experience at every touchpoint can reinforce or diminish a brand promise.
John DoeCEO
Brand engagement is about sending out an invitation to the target audience or arousing their curiosity so that they will proactively search for the brand themselves based on personal needs and interests. Therefore, a brand must be searchable online and present the right level of information that is adequately organized both in terms of depth and breadth, making it accessible to any searcher.
John DoeCEO
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HOW

Branding provides rational reasons for consumers to behave irrationally.
John Doe
John DoeCEO
There is no trade-off between building a brand and building sales. They complement each other due to the simple fact that a well-crafted brand will attract buyers, and the more that people use the product, the more they appreciate what the brand can do for them.
John Doe
John DoeCEO
If you do not actively manage your brand and guide people on how to appreciate it, you are leaving it to the audience to define your brand.
John Doe
John DoeCEO
To merit the ongoing support of their users, brands must maintain the following qualities:
-Experience: to satisfy the users and enrich their lives in a tangible way
-Entertainment: to engage the users with exceptional sensations
-Collaboration: to involve the users in manifesting the values of the brand
-Technology: to enhance the delivery system and infrastructure
-Newsiness: to offer upgrades and surprises that are in line with the brand proposition
Building a brand is different from selling a product because it is not just about what you do as a corporation, but also how and why you do it.
John DoeCEO
In the age of disruption, companies that continue to produce a standard product will fade away, but those who possess strong and enduring brands will persevere.
John DoeCEO
The best way to counteract market disruption is to reset your own agenda. This reinvention can range from the modest introduction of a new brand experience to an astonishing revolution through which the brand steps into totally new territory.
John DoeCEO
Branding is not about making but delivering the promise.
John DoeCEO
Building a brand is like playing chess. You need to understand your opponents, then work out a viable strategy and plan a few steps ahead before you make any move.
John DoeCEO
To revitalize a brand is to make it relevant again by reconnecting with the consumers of today.
John DoeCEO
The user’s experience will depend on how much the staff understands and embraces the brand vision.
John DoeCEO
A brand must stand for a set of intangible values that can be translated into tangible meaning and have a lasting impact on people’s lives.
John DoeCEO
A brand can extend to any new form of brand manifestation as long as it retains its core brand values.
John DoeCEO
A brand must provide proof and evidence to justify any consumer action and build an emotional connection beyond reasoning.
John DoeCEO
To win the loyalty of the most profitable customers, which is the ultimate goal of any corporation, a brand must provide the reasons for people to continue having a relationship with it that gives rise to strong bonding between them both emotionally and structurally.
John DoeCEO
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