Chapter 1
Wrapping Your Brain around Branding
IN THIS CHAPTER
Grasping the purpose of branding
Differentiating among brand types and why it matters
Getting up to speed on brand architecture
Recognizing when branding comes in handy
Getting a bird’s-eye view of the ten-step branding process
Because you’re reading this book, I can safely assume that you want to build and launch a brand. You already have a general idea of what that entails. You create something that people value: a business, product, service, worthy cause. Then you position it as being something unique so that people will do what you want them to do: buy your product, subscribe to your service, join your cause, listen to your podcast, vote for you, whatever your goal may be.
That’s what branding is all about, but to do it, you need to take a deeper dive, which is why you’re reading this book. In subsequent chapters, I take you on that deeper dive. In this chapter, I encourage you to wade in slowly, building overall understanding ...
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