The 10 Commandments of Branding

Donald Trumps Tactics

Entrepreneurial Marketing by Mohammad Farhan Riaz

 1: Establish a Clear Brand Position 2: Build Your Brand on an Emotional Benefit 3: Build Your Brand as Early as Possible 4: Be Consistent Over Time and Over Markets 5: Make Sure All Your Employees Know Your Brand Position 6: Make Sure All Your Products and Services Embody Your Brand 7: Make Sure All Your Customers Know Your Brand Position 8: Don't Dilute Your Brand 9: Always Monitor Your Brand 10: Maintain Your Brand as Your Organization's Most Valuable Asset
Entrepreneurial Marketing by Mohammad Farhan Riaz

1- Establish a Clear Brand Position

Focus on one or two benefits only

One of the most common mistakes companies make is choosing too many benefits to represent their product. Their message becomes muddled, and customers get lost in information overload. Before they know it, the window of opportunity to occupy a place in the minds of their customers has closed.
Avoid ambiguity Make sure that the one or two benefits that you decide to focus onare very specific. For example, it is too vague to say that you offer quality. You can befast, however. You can be fast and friendly. But you cant be fast, friendly, safe,convenient and stylish. If you try to be all these things, few will believe you and no on
Entrepreneurial Marketing by Mohammad Farhan Riaz

2- Build your Brand on Emotional Benefit

You should always strive to build your brand on an emotional benefit rather than an economic or functional benefit. There are two reasons for this 1. Emotional benefits are harder to copy. 2. Emotional benefits have more of an effect on peoples behavior
Entrepreneurial Marketing by Mohammad Farhan Riaz

The 22 Immutable Laws of Branding

How to Build a Product or Service into a World-Class Brand

Entrepreneurial Marketing by Mohammad Farhan Riaz

1-The Law of Expansion

The power of a brand is inversely proportional to its scope.
When you put your brand name on everything, that name loses its power.

Entrepreneurial Marketing by Mohammad Farhan Riaz

2- The Law of Contraction

A brand becomes stronger when you narrow its focus.
A powerful branding program always starts by contracting the category, not expanding it.

Entrepreneurial Marketing by Mohammad Farhan Riaz

3- The Law of Publicity

The birth of a brand is achieved with publicity, not advertising.
The best way to generate publicity is by being first the first brand in a new category.

Entrepreneurial Marketing by Mohammad Farhan Riaz

4- The Law of Advertising

Once born, a brand needs advertising to stay healthy. Brand leaders advertise their leadership. Leadership is the single most important motivating factor in customer behavior.

Entrepreneurial Marketing by Mohammad Farhan Riaz

5-The Law of the Word

A brand should strive to own a word in the mind of the consumer.
FedEx = Overnight delivery Kleenex = Tissue Xerox = Copy

Entrepreneurial Marketing by Mohammad Farhan Riaz

6- The Law of Credentials

The crucial ingredient in the success of any brand is its claim to authenticity. Customers are suspicious. Coke Its the real thing.

Entrepreneurial Marketing by Mohammad Farhan Riaz

8- The Law of Quality

Quality is important, but brands are not built on quality alone. Sometimes expressed through a higher price and accompanying feature that seems to justify the price.
Rolex wrist bands Montblac fat pens

Entrepreneurial Marketing by Mohammad Farhan Riaz

8- The Law of the Category

A leading brand should promote the category, not the brand.

Entrepreneurial Marketing by Mohammad Farhan Riaz

9- The Law of the Name

In the long run, a brand is nothing more than a name.
The difference between brands is not in the products, but in the product names the perception of the names.

Entrepreneurial Marketing by Mohammad Farhan Riaz

10- The Law of Extensions

The easiest way to destroy a brand is to put its name on everything.

Entrepreneurial Marketing by Mohammad Farhan Riaz

11- The Law of Fellowship

To build the category, a brand should welcome other brands. Healthy competition brings more customers to the category.

Entrepreneurial Marketing by Mohammad Farhan Riaz

12- The Law of Generic

One of the fastest routes to failure is giving a brand a generic name. (National, General, Natures.)
Hard to differentiate a generic-named brand from competition.

Entrepreneurial Marketing by Mohammad Farhan Riaz

13- The Law of the Company

Brands are brands. Companies are companies. There is a difference.

Entrepreneurial Marketing by Mohammad Farhan Riaz

14- The Law of Subbrands

What branding builds, subbranding can destroy.

Entrepreneurial Marketing by Mohammad Farhan Riaz

15- The Law of Siblings

There is a time and a place to launch a second brand. A&E > History Channel.

Entrepreneurial Marketing by Mohammad Farhan Riaz

16- The Law of Shape

A brands logo should be designed to fit the eyes both eyes. Horizontal shape provides maximum impact.

Entrepreneurial Marketing by Mohammad Farhan Riaz

17- The Law of Color

A brand should use a color that is the opposite of its major competitors.

Entrepreneurial Marketing by Mohammad Farhan Riaz

18- The Law of Borders

There are no barriers to global branding. A brand should know no borders.
Crossing a border often does add value to a brand. The perception of where the brand comes from can add or subtract value.

Entrepreneurial Marketing by Mohammad Farhan Riaz

19- The Law of Consistency

A brand is not built overnight. Success is measured in decades, not years.

Entrepreneurial Marketing by Mohammad Farhan Riaz

20- The Law of Change

Brands can be changed, but only infrequently and only very carefully.

Entrepreneurial Marketing by Mohammad Farhan Riaz

21- The Law of Mortality

No brand will live forever. Euthanasia is often the best solution.

Entrepreneurial Marketing by Mohammad Farhan Riaz

22- The Law of Singularity

The most important aspect of a brand is its single-mindedness. A brand is a singular idea or concept that you own inside the mind of the prospect. A brand is a proper noun that can be used in place of a common word.

Entrepreneurial Marketing by Mohammad Farhan Riaz