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Building a Big Small Business Brand: How to Turn Your Brand into Your Most Valuable Asset Paperback – November 15, 2013
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"This book belongs in the hands of every small business owner serious about beating their competition and becoming more successful than ever imagined. Building a Big Small Business Brand shows how with real-world examples and plenty of eye-candy to make it worth reading over and over again. It also belongs in the hands of every graphic designer, providing tools to help communicate to their clients the ever increasing importance of branding." - Glenn Taylor Owner, ChromaGraphics
For many small businesses, branding is the last thing owners ever think about. It's just not what we do. If you follow Dan's advice, you'll be capable of creating a memorable brand and image that big businesses (Fortune 500 companies) spend countless resources on. This book helps you manage your branding at a level most professional businesses can never achieve. --Marco Giancroce, Morevent Heating, Cooling & Plumbing
As a business owner, author and Certified Nutrition Consultant, I know firsthand how challenging it is to manage a marketing plan while keeping up with a day-to-day business tasks. Dan s book contains solid tips that simplify this process and demystify the brand strategies that elude so many businesses. --Diane Sanfilippo, Balanced Bites, New York Times bestselling author
I am a small service business entrepreneur of over a decade and a half. Having survived the recent recession without layoffs and mostly staying in the black, I considered myself lucky and well-skilled in great customer service and business sense. It was not until this year that I came to the realization that our homespun clip art logo and poor branding had been holding back our growth since the day we opened our business. A survey revealed that 45 percent of people in our rural town who had not used our services did not know who we were. Our new truck wrap design was turning into extreme frustration, and I saw our logo, which I thought was unique, on a bail bonds company! Talk about an eye opener! Building a Big Small Business Brand, is invaluable to new and seasoned entrepreneurs alike. The proven concept of building a brand around a memorable, unique logo especially in small business is priceless. My only regret is waiting for 16 years before being educated by Dan and his book. This is a must-read for potential and existing small business owners. I just hope my competitors don t get wind of this. --Lamont Goldstein, All American Plumbing, Heating & Cooling
About the Author
Dan Antonelli has over 20 years experience in small business logo design and marketing strategy. As CEO and Creative Director of Graphic D-Signs, Inc., The Small Business Advertising Agency, he has helped nearly one thousand small businesses develop a branding foundation that has driven their growth and success. A proven industry force, Graphic D-Signs has won over 150 design awards and has been published in dozens of magazines and trade publications. This is Antonelli s third book. His previous works include Logo Design For Small Business I and II. Follow Dan @Dan_Antonelli
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The fact that he focuses on the small business owner audience demonstrates his desire to educate the customer so that they can understand the concepts and the value of what he preaches. A public service if you will, for those who read his book insuring that they are better prepared to engage the services of a professional to create their brand. His book also makes it very clear that effective branding requires talent and time without shortcuts. I may be in the graphic design business myself but I am not a brand expert. So for me it justifies the cost of using a brand expert like Dan.
For the small business owners, including those in the design profession, that read this book expect to gain an appreciation for and a better understanding of the value of a well-crafted brand. I’ve been in the sign and graphic design business for more than thirty years and I can honestly say that this book revealed to me several new ideas as well as a deeper understanding of what great design is. I also found within its pages several examples of mediocre practices that I have been guilty of in my own work. Dan really shined the light on the topic for me and I’m sure for many others as well. That’s okay; I expect to learn continuously so that I too can be better at what I do.
After reading the book I realize that my own logo and brand could benefit from Dan’s expertise. Fortunately for me his writing is detailed enough so that I should be able to successfully rework it myself. But it is good to know that Dan and his team of capable design professionals are there should I struggle.
The book is a must read for all small business owners. Branding, as Dan demonstrated, is a key component to business success. And failing to brand effectively has financial implications that far exceed the investment in professional services that can do it properly. For designers, sign artists, graphic artists, marketing types and anyone else with an interest in branding, this is a book that should be within arms-reach at all times. It can be both a source of ideas and a reminder to be better. Lastly I would like to thank Dan for recognizing the contributions of his team on this book; a true sign of a good leader and a person who will enjoy much by sharing the success.
This book can be a big help to you!
(Full disclosure - I worked for the author for several years - I learned a TON from him!)
Dan Antonelli, my former boss and owner/founder of Graphic D-Signs, Inc. - The Small Business Advertising Agency, has written it - and it's his THIRD book! I worked for Dan in graphic design & marketing (I was the first 'real' employee at GDS and now there are TONS!) back in '03-'07 and he taught me a LOT about how to brand and market myself (and our clients). I'm really excited for him to have published this book - so if you think it might help you or a friend (great gift for a small business owner in need this holiday season!), please support him and grab a copy.
As a small business owner, you will learn from the "inside" what a great agency will do for your brand - from concept to completion.
As a designer, you will learn how to take a small business brand to that next level. Often in design school we learn about corporate or big-ticket sort of campaign creation. But the VAST MAJORITY of work you'll ever do as a designer isn't for some big agency designing for Coca-Cola or Ford Motors -- it's for the neighborhood landscaper, or mom-and-pop shop down the street who are running successful small business and NEED YOUR HELP!
This book will truly be an asset to your process, whether you own a business or you're the designer helping the business owners. Fantastic case studies and examples to inspire and motivate you to get out of your dating branding and into that brand-new brand you need!
I purchased “Building A Small Business Brand,” at a fellow designers suggestion, and now have the perfect resource to offer clients. I keep this book on my desk at all times, hand it to new clients to peruse during our meeting, and I refer to it during the meeting and suggest they purchase their own copy. There’s always the risk that they could contact Dan Antonelli, in their search for an ad agency, but it’s a risk I’m willing to take… because for me… there’s no better client, than one who GETS IT. This book truly hits the mark… well written, direct and insightful with with exceptional visuals. It’s a MUST read for every business owner and any designer wanting to do right by their clients. Even if you feel you already “get” the concept of building a brand… chances are this book will help you better convey the importance to your clients.
If you’re like me, you have numerous reference books that sit on the self, collecting dust… believe me… this won’t be one of them.
As someone who writes for small businesses, I am always seeking ways to understand them and to help enhance their position in the marketplace. Effective branding can, of course, distinguish you from the rest of the pack and to stand out in all the right ways. I will tell clients and colleagues going forward that this is a must-read.
For those who may be struggling to define and capitalize on their niche in the business marketplace, "Building a Big Small Business Brand" will help you step by step to get there. It's no wonder that Dan Antonelli's small business is thriving and that his philosophies and advice are appearing in places like "Entrepreneur" magazine lately. Very, very well done!