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Create a strong brand DNA--and watch it grow
These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life--and a bigger chance of surviving against the competition--you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace.
In Launching & Building a Brand For Dummies, Amy Will--who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands--covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts.
Stand out on social media
Create viral campaigns
Build on Customer Loyalty and LongevityDeal with the competition
Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to--and Launching & Building a Brand For Dummies one of the secrets of--your future standout success.
Auteur
Amy Will launched her first business at just 24 years old, and has since established four successful brands. With a Bachelor's degree from California Lutheran University in marketing and communications, Amy's expertise lies in SEO strategy, intentional content creation, digital community building, and strategic business partnerships.
Texte du rabat
Make it, launch it, sell it, and profit!
If you want to grab customers' loyalty and attention, you'll need a brand that packs a wallop. Building & Launching a Brand For Dummies helps you do that with advice on crafting a clear definition of your brand, building a strong brand presence, and engaging with the right audience for your product or service. This book is a start-to-finish guide (though the work is never really finished) to creating a strong brand DNA for your business, creating a successful launch strategy, and building and scaling your brand. Learn from case studies from some of the strongest brands around, plus killer advice from founders and branding experts. Inside
Résumé
Create a strong brand DNAand watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand lifeand a bigger chance of surviving against the competitionyou need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Willwho launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brandscovers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts.
Contenu
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 3
Where to Go from Here 4
Part 1: Getting Started with Branding 5
Chapter 1: Wrapping Your Brain around Branding 7
Understanding What a Brand Is and Does 8
Recognizing Different Brand Types 9
Business or corporate brand 10
Product brand 10
Service brand 11
Personal brand 12
Other brand types 13
Grasping Brand Architecture Basics 13
Knowing When to Brand 14
Opening a new business 15
Promoting an existing business 15
Introducing a new product or service 16
Furthering your career 16
Becoming an influencer or a celebrity 17
Fundraising for a not-for-profit organization 18
Raising capital for your business 18
Expanding into new markets 19
Stepping Through the Branding Process 19
Step 1: Creating something to brand 19
Step 2: Positioning and defining your brand 19
Step 3: Establishing your branding goals 20
Step 4: Defining your brand's customer avatar 20
Step 5: Creating a brand style guide 21
Step 6: Building a branded website, app, and email account 21
Step 7: Forming strategic partnerships 22
Step 8: Launching your brand 22
Step 9: Promoting your brand 22
Step 10: Caring for and protecting your brand 23
Chapter 2: Creating and Financing Your Brand 25
Deciding What You're Going to Brand 25
Business or corporate brand 26
Product brand 27
Service brand 28
Personal brand 28
Identifying or Creating a Niche Market 29
Solving a difficult problem 30
Fulfilling an unmet need (or creating one) 31
Specializing to create a new market niche 31
Offering something unique 31
Formalizing Your Brand As a Business? If You Haven't Already 32
Incorporating your business 32
Registering your business 35
Financing Your Business/Brand 37
Budgeting for your business/brand 37
Creating a business plan 38
Getting grants 39
Financing with debt and equity 40
Exploring alternative financing options 41
Chapter 3: Positioning and Defining Your Brand 43
Positioning Your Brand 44
Choosing a brand positioning strategy 44
Checking out the competition 47
Identifying what makes your brand different and better 48
Identifying your place on a brand positioning map 49
Writing your brand positioning statement 50
Defining Your Brand Identity 51
Establishing your brand's mission and values 51
Exploring your brand's personality 53
Writing your brand identity statement 54
Naming Your Brand 56
Following brand naming parameters 57
Brainstorming brand names 58
Choosing the best brand name 58
Chapter 4: Clarifying Your Branding Goals 59
Identifying Your Branding Goals/Objectives 60
Increasing brand recognition and awareness 60
Creating an emotional connection 63
Differentiating your business, product, service, or self 64
Building credibility and trust 64
Driving sales 65
Creating Your One-Year Branding Plan 66
Monitoring and Evaluating the Success of Your Branding Efforts 66
Choosing metrics and key performance indicators 67
Collecting and analyzing data: The tools of the trade 68
Chapter 5: Defining and Refining Your Customer Avatars 69
Discovering Who Your Target Customers Are 70
Identifying your target customers 71 Gathering and analyzing data about your target ...