Branding For Dummies E-Book

Bill Chiaravalle

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 606

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Branding For Dummies®, 2nd Edition

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2014945062

ISBN 978-1-118-95808-7 (pbk); ISBN 978-1-118-95809-4 (ebk); ISBN 978-1-118-95810-0 (ebk)

Manufactured in the United States of America

10 9 8 7 6 5 4 3 2 1

Branding For Dummies®, 2nd Edition

Visit www.dummies.com/cheatsheet/branding to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Foolish Assumptions

Icons Used in This Book

Beyond the Book

Where to Go from Here

Part I: Getting Started with Branding

Chapter 1: Putting Brands and Branding in Perspective

Wake-Up Call: You Probably Have a Brand, Whether You Know It or Not

What Are Brands, Anyway?

What brands do

Why brands are a big deal

Gaining Your Branding Bearings

Deciphering branding lingo

Branding’s essential ingredient

Branding’s altered environment

The never-ending branding process

Assembling your branding team

Gulp! How much does it cost?

Pop Quiz: Are You Ready to Brand?

Chapter 2: Why, What, How, and When to Brand

Why Bother with Branding?

Branding to avoid the budget-busting commodity trap

Branding to cast your vision

Branding to win trust and increased value

So, What Do You Want to Brand?

Product brands

Service brands

Business or corporate brands

Branding individuals (namely, yourself)

Branding: A Bird’s-Eye View

The path from brand essence to esteem

The branding process at a glance

Brand Architecture 101

Master brand/parent-driven architecture: A branded house

Multiple brand/product-driven architecture: A house of brands

When to Rev Up Your Branding Efforts

Launching a business

Introducing a product

Turning your gig, consulting, or freelancing into a business

Announcing or fundraising for a nonprofit

Taking a business public

Opening markets or going global

Raising capital

Merging with another business

Chapter 3: Gearing Up to Brand or Build a Better Brand

You Are Here: Marking Your Brand-Development Starting Point

Getting real about your brand identity

Knowing and protecting brand assets

In your dreams! Defining what you want out of branding

Prioritizing Your Branding Goals

Build awareness

Create an emotional connection

Differentiate your product

Create credibility and trust

Achieve preference and motivate selection

Crunching Numbers: Budgeting Realities

Committing to the Branding Process

Aligning your mission, vision, and brand identity

Including branding in your business plan

Who’s on First? Suiting Up Your Branding Team

Chapter 4: Powering Up Your Personal and One-Person Business Brands

Taking Ownership of Your Personal Brand

Benefits of a strong personal brand

Launching the personal-branding process

Growing into a personality brand

Branding Your Freelance or Consulting Services

Benefits of a one-person business brand

One-person brand-building steps to follow

Balancing Personal and Business Brands

Keeping your personal and business brands in balance

Keeping your personal and business brands in check

Cross-promoting your two brands

Part II: Building a Brand, Step by Step

Chapter 5: Profiling and Positioning Your Brand

The Marketing Muscle of Positioning

Successful positioning approaches

Major positioning strategies

Positioning around marketplace opportunities

Finding Your Position: The Birthplace of Your Brand

Zeroing in on the strengths of your brand

Defining your point of difference

Dealing with brand misperceptions

Mapping your brand’s position

Aligning Your Brand’s Position with Customer Wants, Needs, and Desires

What do your customers care about?

What sets your ideal customers apart?

Why do customers buy from you?

Digging Up the Info You Need

Putting your brand through a self-exam

Tuning in to customer insights

Conducting customer research

Knowing when to get research help

Where else to turn for facts and figures

Putting Research in Perspective

Defining and Testing Your Position

Chapter 6: Putting Your Brand into Words

Building Your Brand on the Strong Back of Your Business Mission and Vision

Focusing your vision

Defining your mission

Describing Your Brand and Its Style

Polishing Your Business Promise

Considering the Character of Your Brand

Mission Possible: Defining Your Brand

What to incorporate

The anatomy of a brand statement

Grading your statement

Putting your brand statement to the test

Chapter 7: Naming Your Brand

What’s in a Name?

What the right name does

When naming happens

Types of names

Fitting your name to your brand architecture

Naming advice to follow

Picking (or Inventing) Your Brand Name

Rounding up good ideas

The hard part: Narrowing your list to the best options

Putting your top contenders through a preliminary test

Building consensus around your top-choice name

Checking for domain name availability

Catch It If You Can: Claiming Your Name

Conducting a name-availability search

Treading the trademark ropes

Changing Your Name, If You Must

Chapter 8: Designing Your Logo and Tagline

Planning Your Logo: The Face of Your Brand

What your logo is and isn’t

Matching your logo to your brand image

Choosing your logo approach

Logo Design Resources

Developing Your Logo Design

Design ingredients

Preparing your logo artwork

Putting Your Logo to Work

Saving Face: Giving an Existing Logo a Makeover

Making evolutionary logo changes

Making revolutionary logo changes

Managing Your Logo

Creating standards and usage rules

Naming a brand cop

Creating a Tagline

Discovering what makes a great tagline

Deciding whether you need a tagline

Tag(line), you’re it! Coming up with your slogan

Part III: Winning Brand Fans and Followers

Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand

Carpe Diem! Seizing the Opportunity to Put Your New Brand in the Limelight

Preparing for Your Brand Launch

Knowing your story, chapter and verse

Putting your brand launch into context

Producing introductory brand prototypes

Checking your internal readiness

Previewing your brand with priority audiences

Ten, Nine, Eight . . . Writing Your Brand-Launch Marketing Plan

Benchmarking your pre-launch situation

Setting your launch goal and objectives

Defining your target market

Setting your strategies

Selecting your brand-introduction tactics

Brand-introduction budget worksheet

Takeoff! Launching Your Brand

Launching internally

Launching externally

Chapter 10: Branding in the Digital Age

Pulling People to Your Brand Online

The open-and-shut case for building your brand’s online presence

Capitalizing on the difference between push marketing and pull marketing

Ego-Surfing to Benchmark Your Brand’s Online Footprint

Paving the Way for Your Online Presence

Set your online branding objectives

Establish your brand name across your digital channels

Establish your brand’s digital home base

Optimize your site

Self-promote your site

Chapter 11: Engaging Your Brand Audience Online with Social Media

Getting Organized before Getting Social

Define your social-media objectives

Reserve your social-media name

Turn your brand’s elevator pitch into a 160-character social-media introduction

Mapping the Social-Media Landscape

The dominant social networks

Location-based and check-in sites

Review and rating sites

Getting and Staying Active and Engaged

Setting your social-media strategy

Creating and posting content

Making blog posts the backbone of your content strategy

Creating and sharing video

Chapter 12: Advertising, Promoting, and Publicizing Your Brand

The Power of a Strong Brand Image

A Clear Purpose: Don’t Communicate without One!

Creating and Placing Ads

Deciding on your media channels

Print ads

Broadcast ads

Digital ads

Direct mail

Where to turn for creative help

Turning Packaging into a Powerful Brand Touchpoint

Matching Promotions to Your Brand Image

Using Public Relations to Build Your Brand

Covering all the public-relations bases

Leveraging media relations and publicity

Part IV: Caring for Your Brand

Chapter 13: Perfecting Your Brand Experience

Making an Organization-Wide Commitment to Your Brand

Writing your branding playbook

Becoming your brand’s MVP

Suiting Up a Team of Brand Champions

What everyone in your organization needs to know about your brand

Gaining team buy-in

Building Brand Trust at the Point of Sale

Developing and sharing brand testimonials, endorsements, and reviews

Intercepting and overcoming objections

Delivering a Brand-Building Experience

Testing your brand experience

Auditing your brand experience

Chapter 14: Winning Brand Loyalty

Developing Loyalty through Customer Relationships

Why customer relationships matter

Sparking customer relationships

Igniting Customer Passion

Nurturing Brand Loyalists

Increasing accessibility and interaction

Generating buzz that spreads virally

Takeaways from best-of-viral case studies

Loyalty program do’s and don’ts

Recipe for a cult brand

Keeping Your Best Customers

Chapter 15: Valuing and Leveraging Your Brand

The Brand Value–Brand Equity Connection

Revving up the economic engine

Gaining a competitive advantage

Estimating Your Brand’s Equity

Brand equity measuring sticks

Calculating your brand equity

Identifying evaluation experts

Protecting Your Brand Equity

Planning for Product Innovations

Tiptoeing into a Brand Extension

Avoiding line-extension traps

Looking before leaping into brand extensions

Cobranding Cautions

Brand Licensing

Understanding licensing lingo

Benefits of licensing

Licensing steps to follow

Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover

Brands Grow Old, Too

Spotting brand aging signs

Brand change-of-life warning signals

Examining Your Brand’s Health

Conducting a brand review

Making the diagnosis: Retool or retire?

Fixing a Broken Brand

Protecting your valuables

Making the change

Part V: Protecting Your Brand

Chapter 17: Defending Your Brand Legally and through Careful Usage

Immunizing Your Brand with Government Filings and Trademarks

Registering your name with local government offices

Obtaining a trademark

Maintaining your trademark registration

Shielding Your Brand from Misuse

Laying down the law with brand-usage guidelines

Enforcing brand-usage rules

Naming and empowering a brand cop

Chapter 18: Taking Action When Bad Things Happen to Good Brands

Caution Ahead: Avoiding Brand-Equity Landmines

Identifying potential threats

Taking preemptive strikes against brand threats

Be Prepared: Planning to Dodge Brand Threats and Missteps

Compiling a list of who’s who

Knowing who to call

Working out what to do and say

Acting with speed, calm, consistency, and unwavering customer focus

Following crisis communications do’s and don’ts

Picking Up the Pieces Post-Crisis

Following up on promises made

Rebuilding trust

Part VI: The Part of Tens

Chapter 19: Ten Signs that Your Personal Brand Needs Attention

You’re Not Making Your Personal Goals

You Think Personal Branding Sounds Self-Absorbed

You Can’t Say What You’re Best At

Search Results for Your Name Are Few and Far Between

Links to Your Name Are Dated, or Worse

You Freeze Up When It’s Time to Introduce Yourself

Your Connection Invitations Get Ignored

You Aren’t Sure Which to Promote: Your Personal or Your Business Brand

You Need but Don’t Know How to Ask for Referrals and Recommendations

You Want More Awareness, Credibility, and Recognition in Your Field

Chapter 20: Ten Branding Mistakes and How to Avoid Them

Thinking of Branding as a Quick Fix

Starting with a Weak Brand Identity

Forgetting the Branding Rule of One

Failing to Differentiate

Failing to Launch Your Brand with Fanfare

Failing to Protect and Defend

Believing that What You Say Is More Important Than What You Do

Losing Brand Consistency

Asking Your Brand to Stretch Too Far

Ignoring Brand Aging Signs

Chapter 21: Ten Branding Truths to Remember

Branding Starts with Positioning

A Brand Is a Promise Well Kept

Branding Happens from the Inside Out

Consistency Builds Brands

People Power Brands

Brands Live in Consumers’ Minds

Brand Names and Logos Are Like Keys that Unlock Brand Images

Brand Experiences Trump Brand Messages

Brands Need to Start and Stay Relevant

Brands Are Valuable Assets

About the Authors

Cheat Sheet

More Dummies Products

Guide

Table of Contents

Begin Reading

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Introduction

Congratulations! You’re about to take control of your brand.

If you’re thinking, “I don’t even have a brand,” then this book is definitely for you. It’s also for anyone who wants to build a better brand, repair a broken brand, extend the power of a valuable brand, or start from scratch and create a brand-new brand.

Branding is a red-hot topic (pardon the pun) that keeps increasing in importance for good reason: Brands pave the way for marketing success.

When people hear your organization’s name — or your personal name, in the case of personal brands — thoughts pop up that influence what they believe and how they buy. Those thoughts, held in the minds of others, are the basis of your brand. They may be the result of direct associations with you or your organization, but chances are even greater that they’re the result of web searches, online reviews, word-of-mouth comments, or other impressions that you’re making even when you’re nowhere in sight.