book

Branding For Dummies®

Name: Branding For Dummies®
ISBN: 9780471771593

by Bill Chiaravalle, Barbara Findlay Schenck

December 2006

Beginner

384 pages

8h 57m

English

Wiley

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Copyright
About the Authors
Authors' Acknowledgments
Introduction
About This BookConventions Used in This BookWhat You're Not to ReadFoolish AssumptionsHow This Book Is OrganizedPart I: Everything You Ever Wanted to Know About BrandingPart II: Building a Brand, Step‐by‐StepPart III: Launching Your New BrandPart IV: The Care and Feeding of Your BrandPart V: Protecting Your BrandPart VI: The Part of TensIcons Used in This BookWhere to Go from Here
I. Everything You Ever Wanted to Know About Branding
In this part . . .
1. Branding ABCs
What Are Brands, Anyway?What brands doBrands make selling easierBrands trump commoditiesBrands build equityWhy brands are a big dealSeeing the Big Branding PictureWhat's involved?Who's involved?Assembling your branding teamEnlisting professional helpGulp! How much does it cost?A glance at branding budgetsIn lieu of big bucks . . .Pop Quiz: Are You Ready to Rev Up Your Branding Engine?
2. When and How to Brand
Branding DemystifiedTranslating branding lingoBranding's essential ingredientTo Brand or Not to BrandProductsService businessesBusiness brandsIndividuals (namely, yourself)Personal brandsPersonality brandsA Bird's‐eye View of the Branding ProcessStep 1: Decide what you're going to brandBrand architecture 101Following the Rule of OneStep 2: Do your researchStep 3: Position your product or serviceStep 4: Write your brand definitionStep 5: Develop your name, logo, and taglineStep 6: Launch your brandStep 7: Manage, leverage, and protect your brandStep 8: Realign your brand to keep it currentWhen to BrandOpening a new businessIntroducing a new productFundraising for a nonprofitTaking your business publicGoing globalRaising venture capitalMerging with another business
3. Heating Up Your Branding Iron
Gearing Up to Brand, Rebrand, or Refine Your BrandGetting real about your current brand identityTaking stock of your brand assets and using them to your advantageIn your dreams! Defining your desired brand identityWhat's Your Goal? Prioritizing Your Brand's To‐Do ListBuild awarenessCreate an emotional connectionDifferentiate your productCreate credibility and trustMotivate purchasingCrunching the Numbers: Budgeting for Your Brand Building ProgramMaking Brand Development Part of Your Business PlanKnowing the relationship between your mission, vision, and brand identityCommitting to the branding processWho's on First? Recruiting Your Branding TeamGetting buy‐in from the top downEngaging all employees in the process
II. Building a Brand, Step‐by‐Step
In this part . . .
4. Finding a Niche You Can Fill: Researching Your Market
Defining Who Buys What You're Selling — and WhyYour customer profileMapping out geographicsDetailing demographicsUncovering behavioral patternsWhat your customers want and valueWhat sets your most ideal customers apartWhy customers buy from youDigging Up the Info You NeedKnow thyself: Conducting a self‐assessment of your offeringTuning in to customer insightsConducting customer researchJust watch! Observing customer behaviorsJust ask! Interviews and surveysJust listen! Using focus groupsWhen to do it yourself and when to get research helpWhere else to turn for facts and figuresGo Web surfingHit the library reference shelvesPutting It All in PerspectiveSeizing Marketplace Opportunities

5. Filling Your Niche: Positioning Your Brand
The Marketing Muscle of PositioningFinding a Position of Your Own: The Birthplace of Your BrandFulfill an unfilled needSpecialize to create a new market nicheTransform an established solutionDiscover an all‐new solutionFiguring Out What You Do Better Than Anyone ElseDeciding Which Customers You Serve the BestFinding Your Place in the Competitive LandscapePutting your brand on the positioning mapDetermining your point of differenceNo copycats! Avoiding the fate of a me‐too brandTesting and Protecting Your Position
6. Putting Your Brand into Words
Dusting Off Your Business Vision, Mission, and ValuesRefocusing your visionThe values you valueEnvisioning your highest hopes and aspirationsBuilding your brand on the strong back of your business missionPolishing your business promiseDefining your brand characterMission Possible: Defining Your BrandWhat to incorporateThe anatomy of a brand identity statementGrading your statementPutting your brand identity statement to the test
7. Naming Your Brand
What's In a Name?What the right name doesConveys or implies your brand imageAdvances your brand promiseBecomes an assetWhen naming happensTypes of namesNaming advice to followPicking (or Inventing) Your Brand NameRounding up good ideasBrainstormingFinding inspirationThe hard part: Narrowing your list to the best optionsPutting your top contenders through a preliminary testBuilding consensus around your top‐choice nameGrabbing a Domain Name, If You CanFitting Your Name into Your Brand ArchitectureCatch It If You Can: Protecting Your NameScreening to see if the name you want is already takenTreading the trademark ropes
8. Designing Your Logo and Tagline
Planning Your Logo: The Face of Your BrandMatching your logo to your brand and businessChoosing your logo approachSpelling it out with a wordmarkUsing your initials in a lettermarkCreating a brandmark or symbolDeveloping Your Logo DesignDesign ingredientsWhat's your type?A primer on colorsLogo shapes and sizesLogo design evaluationLogo design taboosPreparing your logo artworkPutting Your Logo to WorkSaving Face: Giving an Existing Logo a MakeoverManaging Your LogoCreating logo tools, standards, and usage rulesPresentation of your logo as a single unitPlacement of your logoColor treatmentsBackgrounds and shadow effectsNaming a brand copCreating a TaglineDiscovering what makes a great taglineDeciding whether you need a tagline (and you probably do)Tag(line), you're it! Coming up with your slogan
III. Launching Your New Brand
In this part . . .
9. Countdown to Takeoff: Planning Your Brand Launch
Committing to Internal and External Brand Launches — In That OrderPreparing for Your Brand LaunchKnowing your story, chapter and versePutting your brand launch into contextWhy are you undertaking this branding effort?What do you expect your brand launch to achieve?What about timing?What's your message?Producing prototypes to introduce your brandChecking your internal readinessPreviewing your brand story with priority audiencesTaking your brand story to investors and analystsTreating your best customers to an insiders' previewTen, Nine, Eight . . . Writing Your Brand Launch Marketing PlanBenchmarking your pre‐launch situationSetting your goal and objectivesDefining your target marketSetting your strategiesSelecting your brand introduction tacticsEstablishing your budgetTakeoff! Launching Your BrandLaunching internallyStarting with the bigwigs: Launching with upper managementLaunching company‐wideLaunching externally
10. Getting the Word Out with Public Relations
Creating Your Brand Launch PR PlanCovering all the basesEmployee or member relationsCommunity relationsIndustry relationsGovernment relationsMedia relationsWriting your public relations game planIntroducing Your Brand with PublicityMatching publicity efforts to your brand launch objectivesTargeting media outletsKnowing the right media outlets when you see themTapping into media list resourcesCreating your listPrioritizing editorial contactsPitching your storyPreparing and distributing news releasesHard‐copy news releasesE‐mail news releasesAudio and video news releasesNews release artworkCreating a media kitBuilding an online pressroomExtra! Extra! Making NewsStaging news conferencesYou're on! Shining in media interviewsThere's No Such Thing as Bad Publicity, Right? Wrong!
11. Advertising and Promoting Your Brand
Getting Singular with One Brand Message and ToneThe power of consistency for you and your brandHow to present a consistent brand imageA Clear Purpose: Don't Get Creative without One!Gaining Awareness and Getting Some ActionMaking an Ad ScheduleMatching media vehicles to your communication needsBalancing advertising reach and frequencyBetting on frequency over reachStretching dollars by concentrating on fewer media outletsScheduling your adsCreating Ads That WorkPrint adsPunching up headline powerConvincing copyDesigning for impactBroadcast adsHiring professional creative helpMeasuring Your Ad's EffectivenessPackaging Your Product to Convey Your BrandStaging Promotions to Build Business and Brand Awareness
12. Sending Your Brand into Cyberspace
Creating Your Online IDNaming your siteTurn your brand name into your domain name, if you canDevising Plan B domain namesDomain name adviceRegistering your nameBuilding a Site That Reinforces Your BrandSettling on the right type of siteConsidering contentMapping out easy navigationIntegrating your brand image online and offlineThe power of one: Using one look, one message, one toneMaking your home page your online business lobbyGetting People to Your SiteRegister with search enginesHelp search engines find your siteBuild incoming links to your sitePromote, promote, promoteUsing Blast E‐Mail to Reach Your MarketBuilding permission marketing networksGetting your e‐mail opened and readBlogging and PodcastingBlogging basicsGaining visibilityStarting your own blogPodcasts
IV. The Care and Feeding of Your Brand
In this part . . .
13. Suiting Up a Team of Brand Champions
Branding from the Top DownWriting your branding playbookBecoming your brand's MVPTraining Your TeamDeveloping brand championsEmphasizing your brand's unique market positionPromoting your brand promiseConveying brand characterGaining team buy‐inPrepping Your Sales ForceArming your sales force with testimonials and product endorsementsPersonal testimonialsCelebrity endorsementsExpert endorsementsOrganization endorsementsSpreading the good wordIntercepting objections
14. Getting Customers to Pledge Allegiance to Your Brand
Kindling Customer LoyaltyTurning sales transactions into customer relationshipsWhy customer relationships matterDelivering a Great Brand ExperiencePutting your brand experience to a personal testAuditing your brand experiencePre‐purchase impressionsPurchase experience impressionsPost‐purchase impressionsMaking use of your findingsMaking Sure You're Exceeding Customer ExpectationsIgniting Customer PassionGenerating buzzRecipe for a cult brand
15. Valuing Your Brand
The Brand Value–Brand Equity ConnectionRevving up the economic engineGaining a competitive advantageEstimating Your Brand's EquityBrand equity measuring sticksSales performanceMarketing strengthBrand experienceBrand valueCalculating your brand equityFiguring out the cost of establishing or replacing your brandDetermining the economic value of your brand's premium market positionWhen you need a pro: Identifying evaluation expertsProtecting Your Brand Equity
16. Leveraging Brand Value with Brand Extensions and Licensing
Planning for Product InnovationsTiptoeing into the Brand Extension ArenaAvoiding line extension trapsLook before leaping into brand extensionsWhat works? What doesn't?Don't ask your brand to stretch too farPutting your extension idea through the hoopsCobranding: Brand Value × 2Uniting brands with like visions, values, and budgetsCobranding checklistBrand LicensingUnderstanding licensing lingoBenefits of licensingLicensing steps to follow
17. Revitalizing Your Brand
Brands Grow Old, TooSpotting brand aging signsHas your business changed dramatically?Has your market changed dramatically?Brand change‐of‐life warning signalsRapid expansionMajor product, channel, or strategic diversificationA merger or acquisitionA dated brand identityExamining Your Brand's HealthConducting a brand reviewWhat do you want to achieve through your branding program?How well does your brand fit in your marketplace?Is your brand an accurate reflection of your business?Do consumers accurately understand your brand?Does your current brand experience reinforce your desired brand image at all contact points?Does your brand compete well with the brands of dominant competitors in your market area?Making the diagnosis: Retool or retire?Fixing a Broken BrandProtecting your valuablesMaking the change
V. Protecting Your Brand
In this part . . .
18. Defending Your Brand
Immunizing Your Brand with Government Filings and TrademarksFiling your name with local government officesObtaining a trademarkTrademarking through common law usageObtaining a registered trademarkMaintaining your trademark registrationUse it or abandon itDefend it or lose itShielding Your Brand from MisuseLaying down the law with brand usage guidelinesLogo usageTypestyleCopy guidelinesEnforcing the rulesNaming and empowering a brand cop
19. Taking Action When Bad Things Happen to Good Brands
Handle with Care: Avoiding Brand Equity LandminesIdentifying potential threatsTaking preemptive strikes against brand threatsBe Prepared: Reacting to Brand ThreatsCompiling a list of who's whoPrimary spokespersonSecondary spokespersonExpert advisorsYour CEOKnowing who to callWorking out what to do and sayFollowing crisis communications dos and don'ts
VI. The Part of Tens
In this part . . .
20. Ten Truths about Branding
Branding Starts with PositioningA Brand Is a Promise Well KeptBranding Happens from the Inside OutConsistency Builds BrandsPeople Power BrandsBrands Live in Consumers' MindsBrand Names Unlock Brand ImagesBrand Experiences Trump Brand MessagesBrands Need to Start and Stay RelevantBrands Are Valuable Assets
21. Ten Branding Mistakes and How to Avoid Them
Thinking of Branding as a Quick FixStarting with a Weak IdentityForgetting the Rule of OneFailing to DifferentiateFailing to LaunchFailing to Protect and DefendBelieving That What You Say Is More Important Than What You DoUnderestimating the Value of ConsistencyAsking Your Brand to Stretch Too FarIgnoring Brand Aging Signs
22. Ten Traits of the World's Most Valuable Brands
Simple, Powerful DifferentiationA Clear and Compelling VisionA Promise Consumers Want and BelieveDistinctive, Reliable, Superior Products and ServicesA Strong, Memorable Brand IdentityA Single, Consistently Presented Brand MessageAn Amazing Brand ExperienceBrand Allegiance from the Top DownAdaptability to Changing TimesFocus, Passion, and Persistence
A. Resources for Brand Managers
Browsing Great Branding Web SitesAllaboutbranding.comBrandchannel.comMarketingProfs.comRebrand.comAdding to Your Branding LibraryFlipping through Branding MagazinesBrandweekBusinessWeek/Interbrand Annual Global Brand ReportChecking Out a Trademark Information Center

Content preview from Branding For Dummies®

Part VI. The Part of Tens

In this part . . .

As you build and burnish your brand, from time to time you'll seek a quick answer or some on‐the‐spot advice or information. Those are the times when the chapters in this part will come to the rescue.

Each of the upcoming chapters features a concise summary of advice in the famous For Dummies ten‐item list format.

We share ten branding golden rules and offer advice on how to dodge ten big branding mistakes. Because examples are always helpful, we examine the qualities of the world's most valuable brands.

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

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Branding For Dummies®

by Bill Chiaravalle, Barbara Findlay Schenck

Part VI. The Part of Tens

In this part . . .

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.