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Branding For Dummies Paperback – December 6, 2006
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Although...branded as "A Reference for the Rest of Us" - i.e., non-experts - even pros would find this volume useful. -- BrandChannel.com Featured Book, February 2006
From the Back Cover
Build positive impressions of your product or business
Build a powerful brand and pave the way for marketing success
Need to create — or improve — a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding branding blunders, and keeping your brand viable, visible, and healthy.
Discover how to
- Define your company's identity
- Develop your logo and tagline
- Launch your brand marketing plan
- Manage and protect your brand
- Fix a broken brand
- Make customers loyal brand champions
Top customer reviews
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I am the business manager for a best selling technology author who happens to be my husband. When he decided I should become his business manager, I needed to get up to speed pretty quickly on what branding meant. Branding for Dummies helped me sort it all out.
Now, I've expanded my career and consult with other small business owners. On more than one occasion, I have advised them to read Branding for Dummies. I can't tell you how grateful they were because of the hundreds, possibly thousands, of dollars they saved. They were getting off on the wrong foot, spending money unnecessarily, and doing things in the wrong order. More importantly, they gained an understanding of the six P's of the branding cycle: Product, Position, Promise, Presentation, Persistence, and Perception.
What are brands, anyway? Brands are promises. Remember this, (and get a copy of Branding for Dummies), and you're well on your way to branding success!
Step 1: Decide what you're going to brand.
Step 2: Do your research.
Step 3: Position your product or service.
Step 4: Write your brand definition.
Step 5: Develop your name, log, and tagline.
Step 6: Launch your brand.
Step 7: Manage, leverage, and protect your brand.
Step 8: Realign your brand to keep it current.
The book gives you all the information you need to follow the steps, as well as how to evaluate your progress.
The only thing that disappointed me was the lack of a tear out sheet to help guide you when going through the process. I highly recommend this book.
Author of Hearing God's Voice For Yourself, A Beginners Guide