Branding For Dummies, 2nd Edition

Chapter 2

Why, What, How, and When to Brand

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.

A brand is the essence and idea of what you stand for. It starts with a vision and grows into a promise that’s reinforced every time people come into contact with you or any facet your business or organization.

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 ...