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What is Brand?
Jussi Wacklin
Chief Executive Officer
www.ownboughtearned.com

2. Definition of Brand
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Brand can be seen as a combination of identifiable
elements, that allow people to associate it with a
certain product or service. Brand elements include a
name, slogan, logo, colour palette, design, symbol,
audio or any other feature specific to a product
manufacturer or a service provider.

3. Definition of Branding
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Branding on the other hand, is the activity of creating
and using those unique brand elements.
Marketing organisations normally perform these
activities, although larger organisations may have a
separate brand management function.

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Brand Strategy

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Brand wheel (O.B.E. example)
Brand Character Internal Values
- Confident - Stay Honest
- Conversational - Work Hard and Have Fun
- Colourful - Learn New and Innovate
- Fresh - Be Creative but not Silly
- Trustworthy - Be Responsible and Nice
Mission
”Making marketing effective”
Brand Benefits Brand Core Proposition
- Fresh Ideas - O.B.E. is established from client side
- Measurable marketing employees, who understand client needs and
- Learning new help to transform marketing organisations
successfully for the digital, mobile & social
- Fun and Insoiring
era the customer lives in.
- Effective Marketing
The first thing to do is discuss, understand and agree internally, how you want your
brand to be seen by others. Then you need to commit to these promises with
everything you do. Only after that you can start developing your brand elements

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Fixed Flexible
Logos Logo Backgrounds
Supporting
Typography Supporting Colours
Core colours Photography styles
Tone of voice
Core
Marketing Songs and jingles
Icons Symbols
Audio
Social Media conversations
Materials
Consistency & Marketing approach &
familiarity Tweaking
A company needs to decide what level of consistency the brand wants to
achieve. The more control, the more consistent the brand. But at the same
time, too much control can start to restrict the marketing executions
flexibility and innovation.

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Brand Elements

8. Name
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• The Name is the first and most obvious brand
element. Without a brand name, your
product/service is just generic
• Own. Bought. Earned. is the brand name of our
consulting company. When we established the
company, we registered the company under an
unique name
• We also protected the name by filing a trademark
• This brand name allows people to talk about us
specifically with our specific brand name, only
used by us. Without a brand name, we would be
just another consulting company.

9. Slogan
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• A Slogan is a short sentence or
combination of words, that links
back to a brand
• Generally, slogans are used to
build a brand image by explaining
the purpose, vision or attitude
• Some of the most famous
examples include Nike’s “Just Do
It” or Nokia’s “Connecting
People”
• Slogans too can be registered or
trademarked to prevent
competitors using the same words
• They are often used in liaison with
a logo

10. Logo
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• A Logo is a graphic mark
helping to aid instant
recognition of a brand
• The visual manifestation of
the brand is conducted
largely through its logo,
which is a combination of
design, shape and colour
• Most companies also
protect their logo by
registering or
trademarking it.

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• While colours are often
used in a company logo,
they are also an important
feature in all of the
branded communication
• Through consistent use of
colours in packaging,
advertising, retail,
websites etc., it makes it
easier for people to
discover and remember
your brand
• Can you recognise the
famous characters on the
picture on the right, merely

12. Design
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• Design is important in every aspect of
the brand. It can be a
 shape of the actual product (like Aalto
vase or Coke bottle)
 packaging of the product (like Apple
white packaging boxes)
 shapes and graphics used in the
advertising
 the visuals of the business cards or even
the PowerPoint and word templates
• The more consistent the design in
every execution, the more likely
people are able to identify the brand
from simple cues.

13. Symbols and Icons
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• Symbols and icons are
different from logos
• They can be generic and do
not require trademark
protection like logos do
• As part of communication,
symbols allow you to build
certain familiarity through
visual elements rather than
using words
• Think of the pink ribbon, stop
sign and traffic lights as
strong symbols
communicating an idea or
meaning.

14. Audio and Tonality
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• Brands can be recognised from
jingles, songs, sounds or even
tonality
• The way company speaks to
people is a way to express the
brand identity
• The audio used in retail stores,
advertisements, websites, videos
etc. all express the mood and
nature of the brand
• Just think of the Nokia phones
ring you hear when your plane
has just landed.

15. Materials
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• Materials used in products,
packaging or in retail also
manifest your brand image
• Sustainable and natural materials
can communicate about
sustainable business
• Plastic and glass can signal
modern and technological brand
benefits

16. Getting edit Master Branding
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• So how do you start branding (or re-branding) your
company?
• The first step is to take a look at your existing materials
and ask yourself: “if I were the customer looking at this
material, would I find this company inspiring, credible or
something you would like to be associated with?”
• If the answer is no to any of these questions, you may
want to start working on your brand

17. Conclusion
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• Brand is an important part of the company’s identity.
• How you manifest and build your brand is present
throughout every activity you do – from sales to
customer service, from advertising to social media
engagement.
• If you want to learn more on how to manage your
branding, or to simply start doing it, feel free to
contact us

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Email: info@ownboughtearned.com
Web: www.ownboughtearned.com
Twitter: @ownboughtearned