The document outlines the process of building brands through three main phases: 1) creating a brand blueprint through discovering purpose, audience, voice, and competitors, 2) establishing brand identity through logo, design, and messaging, and 3) marketing the brand to build presence, awareness, perception, advocacy, and loyalty. Coca-Cola is used as an example of executing these phases successfully through consistent messaging that has created a strong global brand known for happiness and social experiences over many years.

1. Question 8
Explain with examples, the process of building brands
 Brand- is defined by a customer’s perception of the business.
 The founder of Amazon Jeff Besos expressed the “brand as what other
people say about you when you are not in the room”
 A brand is made up of brand identity (who you really are) and brand
image (how you want to be perceived).
 In today’s market, a successful brand has to be consistent in
communication and experience across many applications.

2. Brand building
 Brand building- is defined as the process of generating a perception or
awareness through various marketing campaigns with the aim of creating a
lasting image in the market.
 Branding can be broken down into three main phases, thus
- brand blueprint/ branding strategy
- brand identity
- brand marketing

3. 1. Brand blueprint
 It is the very first step towards brand building and is the foundation on which the brand
would stand.
 The brand blueprint is the brand strategy and helps the target audience understand what
the brand is all about.
 The blueprint helps the brand to stand out from the crowd.
It helps the target audience understand how trustworthy, dependable, likeable and different
is the brand.
 The blueprint has the following components, thus discovering purpose, target audience,
brand voice, competitor investigation, brand narrative and brand discovery.

4. Discover the purpose behind your brand
 Very successful brand has a powerful purpose behind it.
 Brand purpose- refers to what the business wake up every day loving to do for other
people through their product or service.
 The business should ask themselves why they do exist?, what differentiates them?, what
problem do they solve and why people should care?.
 The answers to these question would inform the foundation of your branding through
tagline, slogans, value propositions, voice, messaging, stories and more.

5. Competitor analysis
 A business should never imitate exactly what the big brands are doing in their industry.
 The business should be aware of what they do well and the goal is to differentiate from
competition.
 There is need to research main competitors or benchmark brands.
 Study how well they have done about building a brand name.
 Is the competitors consistent with messaging and visual identity across channels.
 In what ways does the competitor market the business, both online and offline.
 Choose a few competitors for a comparison chart, i.e 2-4 competitors is a good number.
Competitor research is one of the key components in discovering and defining the
business’s brand positioning.

6. Determine your brand’s target audience
 The foundation of building your brand is to determine the target audience that the
business will b focusing on.
 The business cannot be everything to everyone and therefore calls for them to identify
customer groups which the business will best serve.
 Brand creation relies on truly understanding the “buyer persona”.
 The target audience must be narrowed and specific rather than being broad and vaguely
defined.
 When describing the target audience, the business would look at the age, gender, location,
income and education level. Furthermore, the business would also consider the
motivation, goals, fears, desires and influencers in defining their target audience.

7. Establish the brand mission and vision
 Brand vision- is a future, aspirational statement that the brand drives towards achieving.
 Envision a projection of where the brand aspires to go, what it aspires to be and what
impact will have on the environment the business is in- think 10 years to come.
 Everything from the Logo, tagline, voice, message, and personality should reflect the
mission and vision.
 Nike’s mission is “to bring inspiration and innovation to every athlete in the world”.
 Starbucks’ mission is “ to inspire and nurture the human spirit- one person, one cup and
one neighborhood at a time. Starbucks always write the name of the customer on the
coffee for an extra personal touch.
 It also explains why one will find free WIFI, large tables and soothing music to make
chatting with others easy

8. Outline key qualities and benefits the brand offers
 The business must focus on the qualities and benefits that make the company branding
unique.
 Think about how to provide value that improves consumers’ lives.
 Apple’s key qualities is clean design and innovation whilst a key benefit is “ease of use”.
 From unique packaging to their announcement events, Apple always reminds customers
that its products can be used right out of the box.

9. Form your unique brand voice
 The brand voice is dependent on the company’s mission, audience and industry.
 Choose a brand voice that makes sense and resonates with the target customers.
 Finding and using the correct brand voice, the brand would have strongest change of
connecting with consumers.
 Virgin America is known for its friendly and reliable customer service and its voice
constantly builds that brand.
 Coca Cola’s brand voice is friendly, social and happiness brand.

10. Let your brand personality shine
Customers are looking for an experience tailored to their needs, backed by
a genuine personal interaction.
 Coca Coal’s brand personality of empathy, happiness, social and
enjoyment continue to shine over the years.
 Coca Cola is consistent in its brand personality over the years and this
helps to eliminate confusion amongst the customers in terms of what the
brand stands for.

11. Build a brand story
 Brand story- is a well knit narrative of the facts and emotions that is created by a brand.
 A brand story inspires an emotional reaction from the target audience.
 The human mind is wired for story and the best way to narrate a story is through the
brand voice that has been chosen already.
 Brand are able to leverage this hardwiring by crafting stories about their audience, the
journey they are on, the challenges they face and ultimately the outcomes they seek.
 Heineken has established a brand story based on innovation dating back to the period
when the company was given birth. Their brand story telling has succeeded in creating an
iconic brand.

12. 2. Brand identity
 Brand building can be initiated with a well thought brand identity which can help create a
strong brand image which goes a long way in consolidating the brand.
 Brand identity is the virtual component of a brand.
 The brand identity is also the way by which the brand blueprint is conveyed to the
consumers and may well go beyond the visual elements to messaging and experience.
 The components of brand identity must be consistent across all channels so that the
business is easily recognizable.
 The elements of brand identity include the logo, design, fonts and colors, website
advertising, culture, vision, mission, packaging, behavior amongst others.

13. Components of brand identity
 The elements of a brand identity are:
- logo
-design
- fonts and colors
- website advertising
- culture
- vision and mission
- packaging
- behavior amongst others.

14. ………. continued
 The more strategic and cohesive the elements are, the more impact they
will have on the brand experience.
 It must be note that the name, logo an tagline are not for you
 Coca Cola has managed to ensure that their message I consistent on all
various platforms.
The Colors, fonts, culture, mission, vision and advertising denotes
merriment, happiness, fun and enjoyment for Coca Cola.

15. 3. Brand marketing
 Target your market- the next strategic brand building step is to get clear on
the brand’s target market.
 Brand marketing – is the approach by which businesses highlight and
differentiate their products or services to the target audience through
various strategic communications.
 Digital marketing has gained prominence across the world and is here to
stay, even though conventional forms of advertising in radio, television and
prints will not completely disappear in the near future.

16. ……….. Continued
 Brand marketing entails: - brand presence
- brand awareness
- brand perception
- brand advocacy
- brand loyalty

17. Brand presence
 Once a brand has a well designed brand born from a strategy, its time to
bring the brand to life in the digital and physical world.
 The content on both digital and physical world must be same to ensure
stability of the brand and build brand equity over time.

18. Brand awareness
Brand equity is typically attained by generating awareness.
Brand awareness is the consumer's ability to recognize or recall the brand in sufficient
detail to make a purchase.
Brand awareness ca be attained through brand communication which increase brand
visibility.
 Coca Cola has been able to maintain its global presence by responding actively, creating
conversation and leveraging powerful public relations to ensure that their competitors
cannot take advantage of them in the media.
Their message has been consistent throughout the years which has succeeded in building a
strong brand equity.

19. Brand perception
Perceived quality- elevating perceived value will enhance the customer experience and
increase sales.
Perceived quality is when customers judge the product quality based on the overall brand
experience.
 Positioning of the brand consistently within the market would assist to build brand equity,
that is the beliefs, values and Unique Selling Point (USP) should remain constant so that
customers are not left confused or in doubt of what the brand stands for
(https://www.thebrandingjournal.com/2021/02/brand-equity).
 Coca Cola company would change promotional campaigns but their message showing
their brand personality of enjoyment, social and happiness remains the same thereby
helping the company to increase its brand equity over the years.

20. Brand loyalty
Brand loyalty- is realized from past and current experiences with the brand, brand
awareness, and the brand’s attributes.
 High brand loyalty ensures that business is stable, consistent and enables the organization
to capture a large market share (https://www.thebrandingjournal.com/2021/02/brand-
equity/).
 Coca Cola has managed to maintain a sustained emotional connection with their
customers.
Coca Cola company managed to establish a “carbonated empire” in the world thereby
achieving global domination (Smith and Melissa, 2005).

21. Conclusion
In conclusion, the main phases of the brand building process are
establishing a blueprint, brand identity and engaging in brand marketing.
There are many activities which can be conducted at each phase which
significant contribute towards the building of a strong global brand