What is a brand?

Branding Foundations
Nour Boustani | Nourb.com
What is a brand?
By Nour Boustani

What isn’t a brand?
First let’s deﬁne

A brand is not just a name !
Brands use names to distinguish their
products and services.

A brand is not a logo or a business card .
Logo and business card are a part of the visual identity of a brand.
• visual identity is a part of branding, A set of
visuals such as logo, colors, style, stationery
that brand uses to describe and communicate
with it’s audience visually

A brand is not a social media page 
Social media is a digital marketing tool to interact with the brand’s audience

A brand is only a perception of an idea and a promise that is communicated
and perceived by the customer as a trustworthy and pleasant experience.
For a brand to success, it must deliver
Trustworthy experience and keep its promises
consistently to its audience
trust is a king :
Deliver what you promise every time.
Then… what is a brand ?

Idea Perception TrustCommunication
1 2 3 4

It all begins
with an IDEA！

and.. a STORY

But wait a minute !
where do I get the
idea from ?

Look for people problems
and offer them solutions.
1.People
Problems
People have a lot of problems in their daily
lives; you may have a problem your self, find
what problem you can fix then offer a solution
for it, it does not have to be a big problem, you
are not trying to solve the problem of China's
air pollution are you?

There are a lot of products
and services out there in the
market, steal one of them!
2.Reintroduce
Ideas
You can always look for ideas in old products or
services, rearrange its component, fix its problems
and then rebrand it to a new segment of an audience!

Get inspired by people
around you.
3.Get
Inspired
There are a lot of creative people such as
entrepreneur, inventor or even your neighbor with
a lot of innovative ideas, listen to their ideas and
find out a way that you can apply into your
business.

This idea must have  
a PURPOSE a GOAL a STORY !

A mission statement defines the brand purpose and
primary objectives; it explains why you exist as a brand,
both to your team members and customers. It tends to be
clear and compelling.
Brand
Mission
Tell us what do you want
to do with your idea？
1. Create USP
2. Clarify your goal
If your idea is to provide an
excellent product quality, how
would you measure or know that
your customers are pleased?
What will make you stand out from
the competition ?
Mission Statement
How To Create
‘Inspire and develop the builders of tomorrow’
Our ultimate purpose is to inspire and develop children
to think creatively, reason systematically and release
their potential to shape their own future - experiencing
the endless human possibility.

Vision statement focuses on brand goals and
aspirations. it designed to be uplifting and inspiring.
Brand
Vision
Tell us why should we
believe in your idea？
1. Find Human purpose
2. Find core value
integrity
Happiness
love
respect
How does your brand make the
world a better place?
Vision Statement
How To Create
3. Vision statement
Combine your mission statement with your
human purpose and core value to come up
with an inspiring vision statement
‘Inventing the future of play’
We want to pioneer new ways of playing, play
materials and the business models of play -
leveraging globalisation and digitalisation...it is
not just about products, it is about realising
the human possibility.

This idea should be
TARGETED to a SPECIFIC
AUDIENCE !
Don’t try to become everyone’s guy; there
is no point of satisfying all people, make it
easy on your self and just pick a specific
segment of people and aim your idea at
them!
SPECIFIC TARGET AUDIENCE !

Take your idea and start communicating it clearly
with your target audience, listen to their feedback
and offer them a chance to try it out.
Promise that if they’re willing to try it
out, there will be a great benefit.
This idea should be
COMMUNICATED
CLEARLY !

When your audience experiences your
brand, if you deliver as you promised
and they gain benefits then you got
your self a happy, loyal customer.
If your audience experience your brand
and there was a misunderstanding in
communication, or they felt like they
were cheated then you lost a customer.
This idea should be TRUSTED !

You only have a brand when you have happy REPEATING
customers that are willing to buy your products and services
OVER and OVER again!

BAKERY SHOP
Business Brand
Growth strategy Quantity of items sold + Larger market share. 
Business priority Mass production, competitive pricing. 
Target customers Sell to everyone. 
Selling strategy Supply and demand. 
Pricing strategy As low as possible. 
 
Weakness : Easy replaceable by other manufacturers.  
Highly competitive. 
Depends on trends which might cause it to be short term. 
Lack of personality and solid relationship with customers. 
 
Benefits : Decrease Consumer’s daily needs goods price. 
Increase economy production capacity.  
Decrease unemployment.
Growth strategy Franchise + Loyal customers. 
Business priority Differentiation, Consistency, Customers service. 
Target customers Specific target audience. 
Selling strategy Scarcity + Monopolies. 
Pricing strategy Premium. 
 
Weakness : It takes a long period to build customers loyalty. 
Takes longer time to turn into a profitable business.  
Price strategy might not be affordable. 
 
Benefits : Offer consumers higher quality products. 
Offer consumers custom made personalized products. 
Offer consumers reliable, consistent experience.
Vs

Brands are perceived as a strongly
unified tribe with higher quality
products.
People feel proud when they belong to a specific brand!
We are the nike dudesI’m no one
non-brand products are perceived
as unknown, untrusted and lower
quality products.
That might not be true, but at the end of the day most of the
people hate to be isolated and love to belong to a tribe.
Vs

Come By And Say Hi!
Nour Boustani
nourboustani
nourboustane
www.nourb.com
nour@nourb.com

What is a brand?

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