Part II

Building a Brand, Step by Step

Major brands that follow key positioning strategies

For tips on positioning your brand in the market, check out a free article at www.dummies.com/extras/branding.

In this part …

• Prepare for brand construction by conducting the equivalent of an environmental analysis. Follow steps and tips to research and discover what you need to know about your market conditions, competitive landscape, and customer preferences and buying approaches.
• Find and stake claim to the position in customer minds where your brand — and only your brand — will live, based on its unique and meaningful attributes and point of difference. Map how your brand is positioned in its competitive landscape and plan how you’ll maintain and protect that valuable mind and marketplace position
• Zero in on words that describe your brand and its style, character, and promise. Create the all-important brand statement that will guide your branding decisions and communications.
• Drill through the layers involved to pick or invent your brand name, test whether the name is available for your use, grab your domain name, and register and protect the name as your valuable brand asset.
• Put the right face on your brand by designing a logo that matches your brand style, character and promise. Get familiar with logo design resources, design approaches, and what it takes to create and protect the symbol that represents your brand in its marketplace.