CorporateBranding_Session 3 by Dharam Mentor

Corporate Branding
Sessions DAY 1 SESSION:
1. What is Branding?
2. Why is Branding important?
3. Types of Brandings?
- Product branding
- Service branding
- Retail branding
- Cultural & geographic branding
- Personal branding
- Corporate branding
My Introduction

Corporate Branding
Sessions Day 2 Session:
1. What is corporate branding?
Corporate brand Strategy and Design
2. Importance of Corporate Brand?
Companies need to place special emphasis on their
Corporate branding
3. Corporate branding architecture?
Three major types of corporate brand architecture

Corporate Branding
Sessions Day 3 Session:
1. What is a corporate brand
manual?
2. What should a corporate manual
include?

- Corporate Manual Examples
DAY 3
Session

Corporate Branding
Sessions Let me share few corporate
branding projects, which are done
by our teams...

Corporate Branding
Sessions

Corporate Branding
Sessions Case Study: 02

Corporate Branding
Sessions

Corporate Branding
Sessions Case Study: 03

Corporate Branding
Sessions WORK
The Client
Kansai Nerolac Paints
The Challenge
The market leader in Industrial Coatings as 3rd in the Home Paints category. And
way behind when it came to consumer perception of the brand. In a category where
the painter is the buyer and the home owner is easily influenced, this was a serious
issue for growth that had to be tackled at a corporate, brand, strategy and design
level.
Our Solution
Through a year long engagement wherein we met stakeholders in the organization,
had workshops with client vendors, experts in the category and consumers, we
arrived at an Essence for the brand.
This was then evolved into a brand portfolio strategy, naming for the sub−brands
and variants and last but not least a vocabulary for the brand.
The Identity itself was morphed into a combination unit of K and N connoting the
possibilities that where inherent in the partnership. The visual metaphor for the
combination was the birth point for the brand language.
Used in the packaging, the interiors, on signage, on internal communication, as well
as in TV commercials, the rejuvenation hasn’t changed the brand’s status in the
market place. But it has made it the best looking no.3 in the Home Paints category!

Corporate Branding
Sessions Kansai Nerolac brand purpose became a core part of its vision, values, and
business practices, providing the foundation for all Kansai Nerolac’s marketing and
advertising activities. The implementation program was initiated in 2007.
Accompanied with the launch was an internal brand engagement program to help
employees understand the refined brand promise and deliver it confidently.

Corporate Branding
Sessions

Corporate Branding
Sessions Case Study: 03

Corporate Branding
Sessions

Corporate Branding
Sessions Case Study: 04

Corporate Branding
Sessions

Corporate Branding
Sessions 1. What is a corporate brand
manual?

Corporate Branding
Sessions 1. What is a corporate brand
manual?
A corporate brand manual sets the rules for applying
the graphic elements to maintain its visual and
communicative coherence.

Corporate Branding
Sessions 1. What is a corporate brand
manual?
In short, without a manual, your brand is lost. Your
brand’s identity is the personality of your corporation.
Therefore, consistency is the key to building a seamless
corporate brand image.

Corporate Branding
Sessions 2. What should a corporate manual
include?

Corporate Branding
Sessions 2. What should a corporate manual
include?
- Brand strategy and understanding
- Brand Identities: full logos, secondary logos, & icons.
- Brand Color palette: primary and secondary colors.
- Brand Typography: font styles, sizes, and spacing.
- Other imagery: photos, illustrations, and artwork.
- Voice & tone: how the brand uses language & emotion.

Corporate Branding
Sessions

Corporate Branding
Sessions In Sum:

Corporate Branding
Sessions Thank you

CorporateBranding_Session 3 by Dharam Mentor

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CorporateBranding_Session 3 by Dharam Mentor

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