Chapter 4
Forging Your Brand
IN THIS CHAPTER
Defining brands and why they’re important
Beginning to build your brand
Positioning your brand in your market
Using taglines and finding balance
Developing your brand message, creative strategy, and consistent style
“We’re just a small business,” you may be thinking. “We’re not Coca-Cola or Nike, with a bazillion-dollar ad budget and a global market. We’re just 12 people trying to build a half million dollars in sales. We hardly need a brand.”
Guess what? A brand isn’t some mysterious, expensive treasure available only to the rich and famous. And it isn’t just for mega-marketers, though they all have one.
Branding simply (well, maybe not all that simply) involves developing and consistently communicating a set of positive characteristics that consumers can relate to your name. If those characteristics happen to fill a meaningful and available position in their minds — a need they’ve been sensing and trying to fill — then you just scored ...
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