Crafting Memorable Brands: A session with Aarti Sheth Cooper

At ATLAS SkillTech University, education extends beyond the classroom, embracing industry-integrated learning as an essential element of our approach. Aarti Sheth Cooper, the visionary founder of The Idea Studio, recently graced a D2C Dynamo Guest Session at ATLAS SkillTech University to impart her wisdom on the critical aspects of brand building.

The Power of Memorable Slogans

Aarti started the session with an engaging exercise, challenging students to identify brands solely from their iconic slogans. This exercise underscored the power of concise and memorable messaging, revealing how a few well-chosen words can create a lasting connection with consumers.

The Brand Building Journey

The journey of brand building, as Aarti explained, is a multi-faceted process. It starts with discovery, followed by marketing and competition analysis, brand landscaping, moodboarding, initial design, content strategy and culminates in detailed brand visual identity and comprehensive content planning. Each step in this process contributes to the creation of a brand that speaks to its audience in a meaningful way.

Crafting Verbal Brand Identity

One of the session’s highlights was the exploration of verbal brand identity. Aarti delved into aspects like brand names, values, archetypes, tone of voice and brand stories. She emphasised that a brand’s name should evoke emotions, build trust and facilitate recall. Drawing examples from the world of dog food, she demonstrated how different brand names suggest varying emotions and associations.

The Heart-warming Brand Story

Brand stories, as Aarti elucidated, are pivotal in establishing a personal and emotional connection with customers. She shared the heart-warming tale of a grandmother in Lucknow who turned her small home-based pickle business into a renowned company. This story not only exemplified the power of storytelling but also showcased how a brand’s journey can be its most valuable asset.

Navigating the Digital Landscape

Communication challenges and opportunities in the digital age were another crucial topic of discussion. Aarti emphasised the need for clear, consistent and targeted messaging to create an engaged community of customers. The Donato case study illustrated the importance of navigating oversaturated markets and building customer loyalty.

Decoding Brand Identity

Brand values, positioning, archetypes, word clouds, buzzwords and voice charts were all dissected to unveil the inner workings of a brand’s identity. Aarti showcased real-world examples like TBLC Paan and Safari bags to drive home the importance of these concepts.

A Glimpse into Celebrity Brand Management

To conclude the session, Aarti shared her experiences working on Shahid Kapoor’s brand SKULT, providing valuable insights into celebrity brand management.

In the realm of branding, Aarti Sheth Cooper’s insights have transformed imagination into a tangible reality. Her expertise and passion have ignited a spark in our students, inspiring them to craft unique brand voices that will resonate with the world. We are grateful to Aarti for sharing her knowledge and look forward to more such enlightening sessions that bridge the gap between education and industry.