Branding For Dummies
Bill Chiaravalle, Barbara Findlay Schenck
Format: PDF / Kindle (mobi) / ePub
Discover how brands are created, managed, differentiated, leveraged, and licensed
Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more.
Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy.
- Includes tips and cautionary advice on social media and its impact on personal and business branding programs
- Covers balancing personal and business brand development
- References some of the major brand crises—and how to avoid making the same mistakes
- Shows brand marketers how to create brands that match their employers' objectives while launching their own careers
If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.
you promise and deliver to customers] because only [the name of your brand] [a description of facts that give people a reason to believe your positioning claim]. Chapter 5: Profiling and Positioning Your Brand After writing your positioning statement, evaluate its accuracy by asking ✓ Is it believable? ✓ Is it consistent with what people who know your business believe to be true about you, the way you operate, and the benefits you deliver? ✓ Can you consistently deliver the distinct
your name unless you have to. If you have to, then follow every single step in this chapter because you’re basically starting the brand naming process from scratch. ✓ Do adjust your name, if necessary, to attune it to changing marketplace or business conditions. Follow the advice in Chapter 16. Quoting Socrates once again, “The giving of names is no small matter.” After you clear the hurdles of name selection, availability search, domain name and government registrations, and establishing
Figure 8-2: Use this worksheet as a checklist for all the places your logo goes. © Barbara Findlay Schenck 143 144 Part II: Building a Brand, Step by Step Saving Face: Giving an Existing Logo a Makeover In today’s world of split-second attention spans, it’s easy to assume that change is good and rapid change is even better. Just don’t apply that logic if you’re thinking about updating an already-established logo. People form a relationship with your brand, and your logo is the visual
and Followers Figure 9-1: Benchmark and monitor the impact of your brand introduction by using this worksheet. © Barbara Findlay Schenck Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand Setting your launch goal and objectives Your goal is what you want your brand launch to achieve; your objectives define how you’ll achieve your goal. For example: ✓ If your goal is to win awareness for your brand and its distinctions, your objectives may include gaining name
and tips You can create your website from scratch or with a website-building template. ✓ From-scratch website: Unless you have great design and technical expertise, plan to hire a pro and invest time and money to end up with a site that presents your unique brand image and supports your brand and business growth goals. ✓ Site from a template: To create this kind of site, either work with a web designer or turn to one of the many do-it-yourself site-building resources, which keep growing in