ELEMENTS OF BRANDING SIMPLEPLAN MEDIA August 2020 01 

TABLE OF CONTENTS KEY POINTS Introduction Branding & its elements Different elements in branding Brand Logo Tagline Brand Aesthetics Tone of voice Brand Positioning Brand Message 02 

KC 03 WORDS TO LIVE BY “Your brand is what other people say about you when you're not in the room” JEFF BEZOS 

04 INTRODUCTION If a brand is what people say about you even when you’re not present, branding is why it makes them talk about you in the first place. Branding clarifies what your brand is, why it is here, and what it aims to achieve. It gets you the right attention by sending the right message to the right audience. 

05 BRANDING & ITS ELEMENTS Branding is a process that extends the life cycle of a brand. Do it right, and you can build your own army of loyal followers Tinker with the elements of your brand well, and you can look forward to a queue of buyers lining up. From logo, voice, personality, and tone, the elements of branding work together to catch your customers’ attention and keep it- not one and done, but again and again. 

06 DIFFERENT ELEMENTS IN BRANDING THE PRIMARY ELEMENTS OF BRANDING INCLUDE: Logo Tagline Brand Aesthetics Brand Tone of Voice Brand Positioning Brand Message 

07 A logo is one of the most crucial elements that assists you in the art of creating a brand Your logo will have a huge impact on the first impression your brand is going to make on others. It’s the logo that acts as the first step to visually communicate what your brand stands for. From Apple’s bitten apple to Nike’s swoosh, these brand logos have become a natural part of our lifestyle. BRAND LOGO 

08 TAGLINE Taglines communicate the brand message and carry a torch for your brand. These short, crisp phrases can communicate an idea, weave a story, or relate to an experience. They are a seemingly simple string of words that come together in powerful ways to speed deliver your brand’s message and perma-stamp it on your customer’s mind. 

KC BRAND AESTHETICS 09 Brand aesthetics are the sensory pleasures associated with your brand - predominantly graphic and textual. They include your color palette, typography, and everything you do in between to create an aesthetic experience for your customers. Whether it’s your website, product packaging, or social media presence, a successful brand can make a statement with creatively consistent brand aesthetics. 

10 TONE OF VOICE Shaped by their own unique vision, emotion, personality, and identity, brands can be likened to actual people with their own distinct voice. It shapes the cadence of where they come from and what they want to achieve. It voices what a brand actually is, what it takes about, and importantly, how it talks about All top brands fashion a tone of voice that can be uniquely picked from the crowd 

BRAND POSITIONING 11 With the incessant stream of brands overflowing out there, how can you make your brand stand out? The simple answer - position your brand right. Brand positioning is identifying, defining, building and reserving a niche place in the market that is undisputably your own. Take Tesla for example - in just 11 years, they have carved their own globally known niche in the cut- throat competitive automobile industry. 

12 BRAND MESSAGE Your brand message needs to address the four W’s - Who needs what, why, and where. To ensure that your brand message is clear, relatable and attractive - start with your audience. Understand what their needs and desires are, offer USPs that solve problems and meet expectations, 

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