Branding For Dummies®

Chapter 1. Branding ABCs

In This Chapter

• Orienting yourself to what branding's all about

• Understanding the power of branding

• Committing the necessary people, resources, and time to build a brand

Maybe you're launching a new company or a new product, and you want to establish a strong brand from the get‐go. Or maybe you've been in business for a while, and you're getting ready to do some brand repair, brand extensions, or rebranding.

Perhaps you've just joined the marketing team for an established business, and you want to come up to speed — in a hurry — on the whole topic of branding and how to do it best. Or, you may be among the many marketers who aren't quite sure whether or not you even have a brand, but you're pretty sure you need one, and you want to know which steps to take in order to end up with the brand you set out to build.

No matter your starting point, if branding action is on your agenda, this chapter gets you going in the right direction. It provides an overview of the reasons that brands matter, why you need one, and how building a brand delivers value that far exceeds the time and effort you invest.

What Are Brands, Anyway?

Brands are promises that consumers believe in. Chapter 2 provides a complete definition of brands and branding, but if you remember nothing more than this three‐word description — brands are promises — you're well on your way to branding success.

As you venture into the world of branding, keep these truths in mind:

• You establish your brand by building ...