The Branding Strategy:Learning from Success and Failures

Riki Kono BasmelehCEO Omiyage inc Indonesia

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

The way employee deals with critics or complaints will show

their professionalism.

Japanese knowhow of gift and souvenirs

CONCEPT

Potentials of Indonesian confectionary/ingredients

×

Delivering to customers who are looking for good local gift products (Indonesian – Non-Indonesian) for sharing!

VISION

To be the pioneer of premium sweets producer

in Indonesia

MISSION

Creating Omiyage Inc. standard

for the Loved Ones

VALUE

KODAWARIPROFESSIONALISM

HYGIENEAPPRECIATION

FOR THE LOVED ONES

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

THE DIFFERENCE OF

BRAND & BRANDING ”A RELATED YET DISTINCT CONCEPT”

WHAT IS BRAND? WHAT IS BRANDING?“An overall impression of what you

want to present to people”

Brand is..o What you do or createo What you promiseo How would you want people to perceiveo Visual elements (logo, videos, photos)

“An overall plan or process of what you want your brand to be”

Branding is..o Strategizing o Making choices to support your brando Visualizing o Maximizing the value of your brand

THE CONCEPT

Brand is the essential part. "Brand" is the story of your company, meanwhile "Branding" is telling the story.

“You can’t tell a story without a clear story line thus you can’t do branding without a clear

brand idea. “

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. What’s the Difference?

5. Vision and Ideation

6. Quality and Consistency

HOW WE STARTED

GENERAL CONCEPT

DORÉ by LeTAO excels

in crafting quality cakesand desserts best enjoyed when shared & that means any quality

time spent with your family&friends through DORÉ will be, a

truly golden one

HOW WE STARTED

CONCEPTOf

BRAND

Details such as, the colour, Proportion, meanings

How the logo looks in general create public’s own perception that is crucial

for the success of your company

Font: Stylish yet Strong

Founded in 1996 and based in

Hokkaido, Japan, LeTAO is celebrated

around the globe for their delicate and

velvety cheesecakes.

LeTAO seeks to continually redefine

itself through the lens of modern

nostalgia, where its products are

concocted with the combination of the

historical charm of old port city, Otaru

and contemporary image of the

brand in mind.

DORÉ is a subsidiary brand of LeTAO,

one of the best-selling cheesecake

brands in the world. About LeTAO

OUR SHOPS

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

Things that do not exist

Things exist in Jakarta

Points to note:

● Market

● Time

● Price

● Culture

● Product

● Brand

● Customer

Concept of "Quality Cheesecake" and "Premium Gift Shop"

OUR PRODUCTS

FROMAGE POT

FROMAGE

BAKED GOODS

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

Internal branding is company’s core culture and identity.

Internal branding is between the company and its employees.

INTERNAL BRANDINGAn inevitably crucial yet underestimated and

forgotten concept.

VISION

To be the pioneer of premium sweets producer

in Indonesia

MISSION

Creating Omiyage Inc. standard

for the Loved Ones

VALUE

KODAWARIPROFESSIONALISM

HYGIENEAPPRECIATION

INTERNAL BRANDINGWHAT WE DO?

OUR INTERNAL BRANDING:

•MORNING BRIEFING

•NOTEBOOK

•SIGN

•USING KEYWORD “KODAWARI” &

“SOBORO” "FOR THE LOVED

ONES".

INTERNAL BRANDINGWHAT WE DO?

"Employees" represent the company and the values, Hence "BRAND"

TABLE OF CONTENTS1. Omiyage Inc. Indonesia

2. Brand and Branding

3. DORÉ by LeTAO

4. Differentiation

5. Vision and Ideation

6. Quality and Consistency

KODAWARIA concept of Japan’s business driving force

Kodawari is a concept of

• paying attention to detail

• fierce dedication to quality

• taking every single aspects into account

QUALITY & CONSISTENCY

POINTS TO NOTE:

● Product

● Service

● Value & Price

● Story

● Designs

● Messages

● Media

● Partners

“Everyone is striving to be good, but the difference between GOOD and EXELLENT are

all in the DETAILSwe believe Omiyage is striving for the best for your loved ones”

Any questions?

Thanks!