steps build brand identity

Steps to Building a Brand Identity

We live in interesting times. This is because on one side we startups around the world growing faster than ever, which is certainly good for society, but then there is also a massive competition in the industry which makes it difficult for the budding entrepreneurs to rise and shine.

You are a passionate entrepreneur who just wants to change the world with your innovative products and services. But you don’t know how you can survive the competition.

The truth is that you can do more than survive- you can establish a game-changing company. However, that’s only possible with a powerful brand identity.

What is a brand identity? How do you create one?

Brand identity is how your brand is perceived by the public. It’s comprised of a variety of things viz. logo, graphics, color palette, brand voice, etc. Even the interactions that your brand has with the customers define the brand identity. Thus, it’s important that you learn how to create a positive brand identity that support’s the organization’s growth and revenue.

building a brand identity

The following are the 8 steps to creating a strong brand identity:

success story ariel brand

Journey & Marketing Strategies Ariel Brand

Ariel is known for its superb cleaning qualities and is the product manufactured by Procter & Gamble in the home care and detergent section by them. It is a global brand and has great presence in the Indian market. One of its major competition is Tide which comes under the umbrella of Procter & Gamble as well and together, Tide and Ariel hold 30% of the market share in this category which makes the parent company a market leader in this domain, globally.


#CleanFact – Ariel was the flagship product of Procter & Gamble in the home cleaning and detergent category.


Launched in the year 1967, the brand came up with a revolution of combining enzyme-based compound with encapsulated bleach. This product was launched as soon as the washing machine culture began in a few countries around the world.

success journey of idea brand

Marketing Strategies of Idea Brand- What an Idea!

Marketing Strategies of  Idea Telecom- No Ajnabee with Idea 4G

Company Name – Idea
Founder – Kumar Mangalam Birla (Aditya Birla Group)

Incorporated as Birla Communications Ltd in 1995, following a shareholders’ agreement between the Aditya Birla Group, Tata Group, and AWS Group, it came to be known as Idea Cellular Ltd in 2002. It became a 100% subsidiary of the Aditya Birla Group In 2006.

› How It All Started

adidas brand success story

Marketing Strategies of Adidas- Impossible is Nothing

Company Name – Adidas AG
Founder – Adolf Dassler

Known for its iconic three-stripe logo, Adidas is the largest sportswear manufacturer in Europe and the second-biggest sportswear manufacturer in the world. Adidas is acclaimed for its products like sports clothing, shoes, bags, shirts, watches, eyewear and other accessories.


How It All Started

Adolf Dassler and Rudolph Dassler formed the German Sports Shoe Company Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924. Adolf was said to be a good and thoughtful craftsman who designed and made the shoes while Rudolph was the passionate salesman.

brand success story of yippee noodles

Marketing Strategies of Sunfeast YiPPee Noodles

Brand: Sunfeast – YiPPee Noodles
Company: ITC Limited
Launch Year: 2010

YiPPee Noodles is a fully owned brand of ITC Limited. The company makes instant noodles under its brand Sunfeast which was launched in the year 2003 and manufactured biscuits.

The sourcing and blending expertise that has made Aashirvaad India’s No 1 branded Atta has been leveraged to create a delightful noodle block by ITC.

#YiPPeeFact – The noodle block made by this brand is round in shape & does not need to be broken while being cooked. This makes the noodles really long and slurpy.

This is a completely owned Indian brand and comes under the category of ready to cook foods. The instant noodles are available in a lot of variants to suit the Indian taste buds and also because they want to increase their market share in India.

success story oreo

History & Marketing Strategies of Cadbury Oreo

Cadbury Oreo – Milk’s Favorite Cookie

Brand: Oreo
Owner: Mondelez International and Cadbury
Year of Origin: 1912
Country of Origin: United States
Tagline: ‘Wonder filled’ ‘Milk’s favorite cookie’, ‘Only Oreo’

This chocolate sandwich cookie is loved by people of all age group! Introduced 106 years ago, it is one of the best crème filled biscuit available in the market today and is the best-selling cookie in the United States of America.

As of 2018, the version sold in the U.S. is made by the Nabisco division of Mondelēz International.

This cookie sandwich is available in over 100 countries and is referred as Oreo Biscuit in the United Kingdom. Many different varieties of Oreo cookies have been produced, and limited-edition runs have become popular in the 21st century.

This is the 2nd largest confectionery company in the world. Mondelez International is currently the owner company of both Cadbury and Oreo and it has merged the two products Cadbury with Oreo to offer healthy and yummy products.

marketing strategy of mdh

Marketing Strategies of MDH Masalas

MDH is a global spice producer based out of India. Mahashay Chunni Lal Gulati is the founder of this food and spice giant and founded this company in the year 1919 in Sialkot, Punjab Province, British India (now Punjab, Pakistan). This is a deemed public limited company.

It is the second largest producer of spices in India and is followed by Everest which holds the top spot in the market.MDH has 12% market share in India whereas market leader Everest has 13%.


» History of MDH Masala:

This company was set up in the year 1919 in Sialkot, Punjab. It is no associated with the Mahashay Chunni Lal Charitable Trust.

marketing strategy of fanta

The Marketing Strategies of Fanta Brand

Brand: Fanta
Parent Company: Coca Cola
Originating Country: Germany
Originating Year: 1978


Fanta is a brand owned by Coca Cola company. It was originated in Germany in the year 1978 and has more than 100 flavors across the world.

This is a fruit flavored beverage and is the second largest brand outside the United States of America in this category.

The Fanta drink originated as a cola substitute in Nazi Germany under a World War II trade embargo for Coca-Cola ingredients in 1940.

brand success story nikon

Marketing Strategies of Nikon Brand

The Marketing Mix of Nikon – The brand for your perfect photos!

Nikon Corporation is a Japanese firm and is known as Nikon in most parts of the world. This is a consumer electronics giant and is related with the IT and Technology industry. This brand was initially targeted only by professional photographers, however in the recent times, this firm has changed its positioning and today markets its products to the mass market as well.

nikon print ads

Nikon Corporation is a subsidiary of its parent company Mitsubishi Group which is in the same industry since the year 1917.

digital marketing trends FMCG

8 New Digital Marketing Trends in the FMCG Industry

Brands generally look for fresh ways to market their products to make them more appealing to the customers. Fast Moving Consumer Goods (FMCG) Industries, as compared to the others, need to apply more gumption into their marketing strategies to get more customers. They do this by employing a digital marketing agency, which comprises of seasoned specialists who have studied various trends of marketing tactics for social media. This herculean task is undertaken due to the sheer amount of competition in the industry.

A consumer, today, doesn’t have to eat whatever is cooked at home. Instead, there is a plethora of restaurants offering not only meals which are infused with nostalgic flavors but also an array of cuisines and tastes which were unheard of before.  Due to the amount of choices available to an average customer, FMCG industries have to make extra special efforts to differentiate their brands and promote brand loyalty. A sale doesn’t take place owing to the quality of ingredients used in a product. It rather is made due to the existing relationship one has with the brand and his perception of it.

According to a study conducted, on an average, a person will spend more than five years of his life on social media. Due to the sheer volume of individuals regularly present on the platform, digital marketing for FMCG has rendered phenomenal results. According to Google India Search Insights 2018, by 2020, around $45 billion of FMCG sales in India will be affected by the influence of the internet. Hence, one can safely agree that digital marketing has quite a major effect on the FMCG industry when a campaign is well-planned and well-executed.

Listed below are some of the trends of the market which have proved quite beneficial for the FMCG industries

vaseline brand success

Marketing Strategies of Vaseline the Wonder Jelly!

› History of Vaseline:

In the year 1859, this product was extracted from petroleum in the year by Robert Chesebrough in The United States of America and was patented as well.

Chesebrough learned about residue called “Rod Wax” which had to be periodically removed from oil rig pumps and was then used as a healer for cuts and burns. He first saw this in the oil fields of Pennsylvania in 1859. This is what made Chesebrough think of making a medicinal product using this petroleum jelly which he named Vaseline.

This brand was initially owed by Chesebrough Manufacturing Company but was acquired by Unilever in the year 1987 and has been with them since.

vaseline print ad

dettol brand success

Marketing Strategies of India’s Loved Hygiene Brand ‘Dettol’

Health is Wealth – Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc, world’s No.1 Company in household cleaning, is the parent company which owns Dettol brand.

It all started in the year 1933 with the production of antiseptic liquid but today, this brand manufactures a variety of products like soaps, liquid hand wash, body wash, shaving cream and plaster creams.

This brand is a house hold name when it comes to hygiene and safety. Its positioning has not changed, and it claims to be a 100% germ fighter product.

micromax brand success

Marketing Strategies of Micromax Brand

› Micromax – A Brand for the Masses

Micromax is an Indian consumer electronic brand which has its headquarters in Gurugram, Haryana. The initial business of this company was into software development which later changed to mobile handset manufacturing.

The company was founded in the year 2000 by Rahul Sharma and three other members and it has been 18 years since its incorporation. The company started selling mobile phones in the year 2008 and the youth welcomed this player by open arms.

The aim of this company has always been to introduce phone which have unique and different features compared to the phones which are available in the market. For instance, this company makes a phone called as X1i which has a month-long battery life and gives the user a phone with a long battery life!

haldiram success story

Marketing Strategies of Haldiram’s Brand

How did it all begin?

Established in the year 1937, Haldiram’s was a small sweet and namkeen shop in the beautiful town – Bikaner in the Rajasthan state of India.

The proud founder of Haldiram’s, Shivkisan Agarwal always wanted to go big and build an empire which would sell delicious sweets and namkeens globally and the Indian traditional food could reach every nook and corner of the world.