In This Chapter
Branding products, businesses, nonprofits, and even yourself
Following the branding process, step by step
Seizing the best moment to brand or rebrand
More than 5,000 branding books and millions of branding websites give proof to the fact that brands are a hot topic surrounded by a deluge of information — and confusion. To clear up the facts, here are a few easy definitions.
Branding is the process of positioning, packaging, and presenting the vision and idea of your brand so that others understand and believe what you stand for and the promise you invariably make and keep.
Branding isn’t a veneer that you slap on (usually in the form of a new logo) to mask or transform a product offering. Treating branding like some skin-deep solution is like putting lipstick on a pig: People see through the makeup. Instead, successful ...