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by Barbara Findlay Schenck, Bill Chiaravalle
Branding For Dummies, 2nd Edition
Introduction
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
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