book

Lean Branding

Name: Lean Branding
Author: Laura Busche
ISBN: 9781449373023

by Laura Busche

September 2014

Beginner

296 pages

7h 18m

English

O'Reilly Media, Inc.

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Praise for Lean Branding
Foreword
Preface
Why I Wrote This BookBranding TodayWho This Book Is ForWhat’s Inside This BookHow to Navigate This BookWhy You Should Read This Book from Cover to Cover However You WantWe’d Like to Hear from YouSafari® Books OnlineAcknowledgments
I. Introduction
1. What Is a Brand?
Defining BrandA Closer Look at Lean BrandingA Little Lean Branding Theory, or Why Chameleons > DinosaursLean Brands Offer Shortcuts to Self-RealizationRecap
2. What a Brand Isn’t
Why These Lies Are DangerousMisconceptions About BrandsBrands Are LogosBrands Are SuperficialMarketing People Manage My BrandI Control My BrandIf the Product Is Good, It Will Naturally Attract CustomersBranding Only Builds Awareness1. Strong brands open hearts—and wallets.2. Trying something new? A strong brand makes it credible.3. If your datacenter crashes and burns, your brand will still be here.4. It’s your edge.5. It’s your price premium.6. In a fast-paced world, strong brands are often shortcuts.I’d Rather Invest in Product QualityI Can’t Measure It, I Can’t Manage ItRecap
II. Build
3. Brand Story
Forget Everything You’ve Heard About Brand StoriesFirst Things First: What’s Your Name Again?Gather Your Brand IngredientsPositioning: How Are You Useful to Me?The positioning statementPromise: What Do You Promise to Do for Me?Personas: What Do I Need or Want from You?Secondary researchIn-depth interviewsFly on the wallShadowingThe importance of carrying a field guidePersonality: Who Are You?Product: What Will You Offer over Time?Using Journey Maps to design your product experiencePricing: How Much Is Your Solution Worth?Bringing It All Together: Your Brand StoryboardRecap
4. Brand Symbols
First Things First: Set Up Your Brand WallBack to Our Recipe: Lean Brand IngredientsLogoLogo design workshopColorsTypographyWhy nobody designs something that you actually likeImagery and MockupsStationery: The Business CardCollateral: One-Sheets and Slide DecksOne-sheetsSlide decksRecap
5. Brand Strategy
Social Media MarketingWhy Should We Post?Who Should Post?What Should We Post?Where Should We Post?How Should We Post?When Should We Post?Landing PagesTipsSearch Engine OptimizationContent Marketing: BloggingPaid AdvertisingDisplay AdsSearch AdsSocial Network AdsEmail ListVideoReview SystemsMedia RelationsTipsPoint-of-Purchase OptimizationPartnershipsRecap

III. Measure
6. Brand Traction
Designing TestsSplit Testing: Tell Me WhyExperiment PhobiaLanding Page: How to TestCreating Goals with Google AnalyticsCreating A/B Experiments with Google AnalyticsSample experiment designLanding Page: What to TestWhy and How to Test Everything ElseSocial Media Marketing: How to TestInternal: Measuring Your Social Media Posts’ Reach, Engagements, and Follower CountReading Facebook insightsReading Twitter analyticsReading visual analytics (Pinterest, Instagram, Tumblr)External: Measuring the Effectiveness of Social Media Referrals and Lead CountSocial Media Marketing: What to TestSearch Engine Optimization: How to MeasureMeasuring How Well SEO Is Working on Your Landing PageMeasuring How Your Landing Page Ranks Versus Your Competitors’Measuring Which Keywords Consumers Are Using to Find Your BrandSearch Engine Optimization: What to TestPaid Advertising: How to MeasureConversion Tracking in Google AdWordsConversion Tracking in Facebook AdsPaid Advertising: What to TestBlogging: How to MeasureMeasuring How Many Users Read Your Content and How Much Time They’re Spending on ItMeasuring Whether Users Share Your Content with OthersMeasuring Whether Your Brand Content Is Resulting in ConversionsBlogging: What to TestEmail Marketing: How to MeasureMeasuring Email Marketing’s Influence in ConversionEmail Marketing: What to TestMarketing Video: How to MeasureMeasure How Many Users Click on Specific Calls to ActionAdding Cards to Your Brand Video to Trigger ConversionMeasure How Many Users Convert When They’ve Been Referred to Your Site via VideoMarketing Video: What to TestPress Release: How to MeasurePress Release: What to TestPoint-of-Purchase Optimization: How to MeasurePoint-of-Purchase Optimization: What to TestReview Systems: How to MeasureBrand Partnerships: How to MeasureRecap
7. Brand Resonance
Defining ResonanceResonance: Achieving Brand-Market FitMeasuring Your Brand’s NameBrand Name Association MapBrand Name A/B TestingMeasuring Brand PositioningIs Our Brand Positioning Appropriate for Our Buyers’ Needs?Is Our Brand Positioning Coming Through Correctly?Measuring Brand PromiseMeasuring PersonasMeasuring Our Buyer Personas’ Demographic ProfileMeasuring Our Buyer Personas’ Psychographic ProfileMeasuring Our Brand JourneyMeasuring the Relevance of Product Features: Buyer ExpectationsMeasuring Whether Our Existing Brand Journey Is Resonating Well: Buyer PerceptionMeasuring Brand PersonalityMeasuring PricingRecap
8. Brand Identity
A Little Consumer Psychology for a ChangeBack to Action: Measuring Your Brand’s Visual IdentityMeasuring Your Brand’s Logo: Asking the Right QuestionsTypographyColorCollateralStationery: Business CardSlide DecksRecap
IV. Learn
9. Brand Rechannel
Rechanneling and ConversionOhMyDisney: Same Magic, Different ContentMake it happenJ.Crew: Its Most Pinteresting Catalog YetMake it happenGroove: Landing Page FiascoMake it happenAre You Ready to Enter a New Channel?You’ve Decided to Move into a New Channel; Now What?Recap
10. Brand Reposition
Repositioning and the Power of ResearchAmazon: From Books to ZMake it happenA Word on Brand ExtensionsIntroducing New Product Features: Means-End AnalysisFrom Mogulus to Livestream: The Power of a Brand’s NameMake it happenRepositioning the Smart Way: Strengthening Consumer LearningYou’ve Decided to Reshape Your Brand Story; Now What?Recap
11. Brand Redesign
Consistency: The Opportunity CostCommon Costs of Pivoting Visual Brand IdentityCommon Benefits of Pivoting Visual Brand IdentityWhen Pivoting Visual Brand Identity Is a No-BrainerMall of America: The Role of ColorMake it happenAOL Inc. and Dynamic Brand IdentitiesMake it happenThe Innovation Warehouse and the Value of Iterating GraduallyMake it happenYou’ve Decided to Redesign Your Brand Symbols; Now What?Recap
12. Conclusion
A. Glossary
B. Credits and References
Image CreditsAll ChaptersChapter 3Chapter 4Chapter 7Chapter 8Chapter 11Font Credits
Index
About the Author
Copyright

Content preview from Lean Branding

Chapter 8. Brand Identity

Let me show you something fascinating. Look at each of the following images in the left column and match them up to any of the terms in the right column:

Image	Association
	Technology
	Cooking
	Conversation
	Exploration

Now, isn’t this convenient? Brands that you are probably familiar with understand and leverage existing symbolic associations to create logos that trigger them. If you matched exploration with a compass rose in the previous exercise, a similar association will come to mind when you look at Safari’s logo. As a web browser, Safari benefits from being associated with terms like exploration and search.

Image	Association	Brand visual identity	Brand name
	Cooking		Betty Crocker
	Technology	Android
Exploration	Safari
Conversation	Twitter

I am not saying that your logo should be literal, ...

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Lean Branding

by Laura Busche

Chapter 8. Brand Identity

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