Book description
Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help.
This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop.
- Learn exactly what a brand is—and what it isn’t
- Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy
- Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals
- Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing
- Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply
Publisher resources
Table of contents
- Praise for Lean Branding
- Foreword
- Preface
-
I. Introduction
- 1. What Is a Brand?
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2. What a Brand Isn’t
- Why These Lies Are Dangerous
- Misconceptions About Brands
- Recap
-
II. Build
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3. Brand Story
- Forget Everything You’ve Heard About Brand Stories
- First Things First: What’s Your Name Again?
- Gather Your Brand Ingredients
- Bringing It All Together: Your Brand Storyboard
- Recap
- 4. Brand Symbols
- 5. Brand Strategy
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3. Brand Story
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III. Measure
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6. Brand Traction
- Designing Tests
- Split Testing: Tell Me Why
- Experiment Phobia
- Landing Page: How to Test
- Landing Page: What to Test
- Why and How to Test Everything Else
- Social Media Marketing: How to Test
- Social Media Marketing: What to Test
- Search Engine Optimization: How to Measure
- Search Engine Optimization: What to Test
- Paid Advertising: How to Measure
- Paid Advertising: What to Test
- Blogging: How to Measure
- Blogging: What to Test
- Email Marketing: How to Measure
- Email Marketing: What to Test
- Marketing Video: How to Measure
- Marketing Video: What to Test
- Press Release: How to Measure
- Press Release: What to Test
- Point-of-Purchase Optimization: How to Measure
- Point-of-Purchase Optimization: What to Test
- Review Systems: How to Measure
- Brand Partnerships: How to Measure
- Recap
-
7. Brand Resonance
- Defining Resonance
- Resonance: Achieving Brand-Market Fit
- Measuring Your Brand’s Name
- Measuring Brand Positioning
- Measuring Brand Promise
- Measuring Personas
- Measuring Our Buyer Personas’ Demographic Profile
- Measuring Our Buyer Personas’ Psychographic Profile
- Measuring Our Brand Journey
- Measuring Brand Personality
- Measuring Pricing
- Recap
- 8. Brand Identity
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6. Brand Traction
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IV. Learn
- 9. Brand Rechannel
- 10. Brand Reposition
- 11. Brand Redesign
- 12. Conclusion
- A. Glossary
- B. Credits and References
- Index
- About the Author
- Copyright
Product information
- Title: Lean Branding
- Author(s):
- Release date: September 2014
- Publisher(s): O'Reilly Media, Inc.
- ISBN: 9781449373023
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