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Introduction | |
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About This Book | |
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Conventions Used in This Book | |
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What You're Not to Read | |
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Foolish Assumptions | |
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How This Book Is Organized | |
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Everything You Ever Wanted to Know About Branding | |
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Building a Brand, Step-by-Step | |
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Launching Your New Brand | |
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The Care and Feeding of Your Brand | |
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Protecting Your Brand | |
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The Part of Tens | |
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Icons Used in This Book | |
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Where to Go from Here | |
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Everything you Ever Wanted to Know About Branding | |
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Branding ABCs | |
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What Are Brands, Anyway? | |
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What brands do | |
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Why brands are a big deal | |
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Seeing the Big Branding Picture | |
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What's involved? | |
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Who's involved? | |
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Gulp! How much does it cost? | |
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Pop Quiz: Are You Ready to Rev Up Your Branding Engine? | |
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When and How to Brand | |
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Branding Demystified | |
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Translating branding lingo | |
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Branding's essential ingredient | |
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To Brand or Not to Brand | |
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Products | |
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Service businesses | |
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Business brands | |
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Individuals (namely, yourself) | |
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A Bird's-eye View of the Branding Process | |
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Decide what you're going to brand | |
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Do your research | |
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Position your product or service | |
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Write your brand definition | |
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Develop your name, logo, and tagline | |
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Launch your brand | |
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Manage, leverage, and protect your brand | |
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Realign your brand to keep it current | |
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When to Brand | |
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Opening a new business | |
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Introducing a new product | |
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Fundraising for a nonprofit | |
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Taking your business public | |
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Going global | |
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Raising venture capital | |
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Merging with another business | |
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Heating Up Your Branding Iron | |
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Gearing Up to Brand, Rebrand, or Refine Your Brand | |
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Getting real about your current brand identity | |
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Taking stock of your brand assets and using them to your advantage | |
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In your dreams! Defining your desired brand identity | |
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What's Your Goal? Prioritizing Your Brand's To-Do List | |
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Build awareness | |
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Create an emotional connection | |
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Differentiate your product | |
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Create credibility and trust | |
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Motivate purchasing | |
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Crunching the Numbers: Budgeting for Your Brand Building Program | |
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Making Brand Development Part of Your Business Plan | |
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Knowing the relationship between your mission, vision, and brand identity | |
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Committing to the branding process | |
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Who's on First? Recruiting Your Branding Team | |
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Getting buy-in from the top down | |
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Engaging all employees in the process | |
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Building a Brand, Step-by-Step | |
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Finding a Niche You Can Fill: Researching Your Market | |
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Defining Who Buys What You're Selling - and Why | |
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Your customer profile | |
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What your customers want and value | |
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What sets your most ideal customers apart | |
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Why customers buy from you | |
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Digging Up the Info You Need | |
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Know thyself: Conducting a self-assessment of your offering | |
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Tuning in to customer insights | |
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Conducting customer research | |
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When to do it yourself and when to get research help | |
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Where else to turn for facts and figures | |
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Putting It All in Perspective | |
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Seizing Marketplace Opportunities | |
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Filling Your Niche: Positioning Your Brand | |
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The Marketing Muscle of Positioning | |
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Finding a Position of Your Own: The Birthplace of Your Brand | |
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Fulfill an unfilled need | |
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Specialize to create a new market niche | |
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Transform an established solution | |
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Discover an all-new solution | |
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Figuring Out What You Do Better Than Anyone Else | |
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Deciding Which Customers You Serve the Best | |
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Finding Your Place in the Competitive Landscape | |
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Putting your brand on the positioning map | |
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Determining your point of difference | |
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No copycats! Avoiding the fate of a me-too brand | |
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Testing and Protecting Your Position | |
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Putting Your Brand into Words | |
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Dusting Off Your Business Vision, Mission, and Values | |
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Refocusing your vision | |
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Building your brand on the strong back of your business mission | |
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Polishing your business promise | |
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Defining your brand character | |
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Mission Possible: Defining Your Brand | |
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What to incorporate | |
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The anatomy of a brand identity statement | |
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Grading your statement | |
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Putting your brand identity statement to the test | |
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Naming Your Brand | |
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What's In a Name? | |
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What the right name does | |
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When naming happens | |
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Types of names | |
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Naming advice to follow | |
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Picking (or Inventing) Your Brand Name | |
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Rounding up good ideas | |
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The hard part: Narrowing your list to the best options | |
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Putting your top contenders through a preliminary test | |
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Building consensus around your top-choice name | |
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Grabbing a Domain Name, If You Can | |
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Fitting Your Name into Your Brand Architecture | |
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Catch It If You Can: Protecting Your Name | |
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Screening to see if the name you want is already taken | |
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Treading the trademark ropes | |
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Designing Your Logo and Tagline | |
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Planning Your Logo: The Face of Your Brand | |
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Matching your logo to your brand and business | |
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Choosing your logo approach | |
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Developing Your Logo Design | |
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Design ingredients | |
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Preparing your logo artwork | |
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Putting Your Logo to Work | |
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Saving Face: Giving an Existing Logo a Makeover | |
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Managing Your Logo | |
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Creating logo tools, standards, and usage rules | |
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Naming a brand cop | |
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Creating a Tagline | |
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Discovering what makes a great tagline | |
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Deciding whether you need a tagline (and you probably do) | |
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Tag(line), you're it! Coming up with your slogan | |
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Launching Your New Brand | |
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Countdown to Takeoff: Planning Your Brand Launch | |
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Committing to Internal and External Brand Launches - In That Order | |
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Preparing for Your Brand Launch | |
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Knowing your story, chapter and verse | |
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Putting your brand launch into context | |
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Producing prototypes to introduce your brand | |
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Checking your internal readiness | |
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Previewing your brand story with priority audiences | |
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Ten, Nine, Eight...Writing Your Brand Launch Marketing Plan | |
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Benchmarking your pre-launch situation | |
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Setting your goal and objectives | |
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Defining your target market | |
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Setting your strategies | |
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Selecting your brand introduction tactics | |
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Establishing your budget | |
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Takeoff! Launching Your Brand | |
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Launching internally | |
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Launching externally | |
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Getting the Word Out with Public Relations | |
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Creating Your Brand Launch PR Plan | |
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Covering all the bases | |
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Writing your public relations game plan | |
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Introducing Your Brand with Publicity | |
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Matching publicity efforts to your brand launch objectives | |
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Targeting media outlets | |
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Prioritizing editorial contacts | |
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Pitching your story | |
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Preparing and distributing news releases | |
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Creating a media kit | |
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Building an online pressroom | |
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Extra! Extra! Making News | |
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Staging news conferences | |
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You're on! Shining in media interviews | |
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There's No Such Thing as Bad Publicity, Right? Wrong! | |
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Advertising and Promoting Your Brand | |
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Getting Singular with One Brand Message and Tone | |
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The power of consistency for you and your brand | |
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How to present a consistent brand image | |
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A Clear Purpose: Don't Get Creative without One! | |
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Gaining Awareness and Getting Some Action | |
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Making an Ad Schedule | |
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Matching media vehicles to your communication needs | |
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Scheduling your ads | |
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Creating Ads That Work | |
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Print ads | |
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Broadcast ads | |
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Hiring professional creative help | |
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Measuring Your Ad's Effectiveness | |
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Packaging Your Product to Convey Your Brand | |
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Staging Promotions to Build Business and Brand Awareness | |
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Sending Your Brand into Cyberspace | |
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Creating Your Online ID | |
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Naming your site | |
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Registering your name | |
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Building a Site That Reinforces Your Brand | |
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Settling on the right type of site | |
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Considering content | |
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Mapping out easy navigation | |
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Integrating your brand image online and offline | |
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Getting People to Your Site | |
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Register with search engines | |
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Help search engines find your site | |
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Build incoming links to your site | |
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Promote, promote, promote | |
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Using Blast E-Mail to Reach Your Market | |
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Building permission marketing networks | |
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Getting your e-mail opened and read | |
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Blogging and Podcasting | |
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Blogging basics | |
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Podcasts | |
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The Care and Feeding of Your Brand | |
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Suiting Up a Team of Brand Champions | |
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Branding from the Top Down | |
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Writing your branding playbook | |
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Becoming your brand's MVP | |
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Training Your Team | |
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Developing brand champions | |
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Gaining team buy-in | |
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Prepping Your Sales Force | |
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Arming your sales force with testimonials and product endorsements | |
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Intercepting objections | |
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Getting Customers to Pledge Allegiance to Your Brand | |
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Kindling Customer Loyalty | |
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Turning sales transactions into customer relationships | |
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Why customer relationships matter | |
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Delivering a Great Brand Experience | |
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Putting your brand experience to a personal test | |
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Auditing your brand experience | |
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Making Sure You're Exceeding Customer Expectations | |
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Igniting Customer Passion | |
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Generating buzz | |
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Recipe for a cult brand | |
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Valuing Your Brand | |
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The Brand Value-Brand Equity Connection | |
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Revving up the economic engine | |
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Gaining a competitive advantage | |
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Estimating Your Brand's Equity | |
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Brand equity measuring sticks | |
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Calculating your brand equity | |
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When you need a pro: Identifying evaluation experts | |
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Protecting Your Brand Equity | |
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Leveraging Brand Value with Brand Extensions and Licensing | |
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Planning for Product Innovations | |
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Tiptoeing into the Brand Extension Arena | |
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Avoiding line extension traps | |
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Look before leaping into brand extensions | |
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Cobranding: Brand Value x 2 | |
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Uniting brands with like visions, values, and budgets | |
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Cobranding checklist | |
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Brand Licensing | |
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Understanding licensing lingo | |
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Benefits of licensing | |
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Licensing steps to follow | |
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Revitalizing Your Brand | |
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Brands Grow Old, Too | |
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Spotting brand aging signs | |
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Brand change-of-life warning signals | |
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Examining Your Brand's Health | |
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Conducting a brand review | |
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Making the diagnosis: Retool or retire? | |
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Fixing a Broken Brand | |
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Protecting your valuables | |
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Making the change | |
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Protecting Your Brand | |
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Defending Your Brand | |
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Immunizing Your Brand with Government Filings and Trademarks | |
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Filing your name with local government offices | |
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Obtaining a trademark | |
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Maintaining your trademark registration | |
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Shielding Your Brand from Misuse | |
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Laying down the law with brand usage guidelines | |
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Enforcing the rules | |
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Naming and empowering a brand cop | |
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Taking Action When Bad Things Happen to Good Brands | |
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Handle with Care: Avoiding Brand Equity Landmines | |
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Identifying potential threats | |
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Taking preemptive strikes against brand threats | |
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Be Prepared: Reacting to Brand Threats | |
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Compiling a list of who's who | |
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Knowing who to call | |
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Working out what to do and say | |
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Following crisis communications dos and don'ts | |
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The Part of Tens | |
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Ten Truths about Branding | |
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Branding Starts with Positioning | |
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A Brand Is a Promise Well Kept | |
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Branding Happens from the Inside Out | |
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Consistency Builds Brands | |
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People Power Brands | |
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Brands Live in Consumers' Minds | |
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Brand Names Unlock Brand Images | |
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Brand Experiences Trump Brand Messages | |
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Brands Need to Start and Stay Relevant | |
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Brands Are Valuable Assets | |
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Ten Branding Mistakes and How to Avoid Them | |
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Thinking of Branding as a Quick Fix | |
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Starting with a Weak Identity | |
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Forgetting the Rule of One | |
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Failing to Differentiate | |
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Failing to Launch | |
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Failing to Protect and Defend | |
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Believing That What You Say Is More Important Than What You Do | |
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Underestimating the Value of Consistency | |
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Asking Your Brand to Stretch Too Far | |
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Ignoring Brand Aging Signs | |
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Ten Traits of the World's Most Valuable Brands | |
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Simple, Powerful Differentiation | |
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A Clear and Compelling Vision | |
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A Promise Consumers Want and Believe | |
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Distinctive, Reliable, Superior Products and Services | |
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A Strong, Memorable Brand Identity | |
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A Single, Consistently Presented Brand Message | |
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An Amazing Brand Experience | |
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Brand Allegiance from the Top Down | |
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Adaptability to Changing Times | |
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Focus, Passion, and Persistence | |
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Resources for Brand Managers | |
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Browsing Great Branding Web Sites | |
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Allaboutbranding.com | |
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Brandchannel.com | |
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MarketingProfs.com | |
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Rebrand.com | |
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Adding to Your Branding Library | |
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Flipping through Branding Magazines | |
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Brandweek | |
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BusinessWeek/Interbrand Annual Global Brand Report | |
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Checking Out a Trademark Information Center | |
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Index | |