Branding For Dummies

by Chiaravalle, Bill; Schenck, Barbara Findlay

• ISBN13: 9780471771593
• ISBN10: 0471771597
• Format: Paperback
• Copyright: 2006-12-06
• Publisher: For Dummies

Summary

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors' don't.Whatever your business is, whether it's large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You'll get familiar with branding essentials like: Defining your company's identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand championsFilled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack-and for positioning your business to reap the ensuing rewards.

Author Biography

Bill Chiaravalle and Barbara Findlay Schenck each have more than 20 years of experience helping well-known organizations shape their branding and marketing plans.

Table of Contents

Introduction	1	(1)
About This Book	1	(1)
Conventions Used in This Book	2	(1)
What You're Not to Read	3	(1)
Foolish Assumptions	3	(1)
How This Book Is Organized	4	(2)
Part I: Everything You Ever Wanted to Know About Branding	4	(1)
Part II: Building a Brand, Step-by-Step	4	(1)
Part III: Launching Your New Brand	5	(1)
Part IV: The Care and Feeding of Your Brand	5	(1)
Part V: Protecting Your Brand	5	(1)
Part VI: The Part of Tens	6	(1)
Icons Used in This Book	6	(1)
Where to Go from Here	6	(1)
Part I: Everything You Ever Wanted to Know About Branding	7	(52)
Branding ABCs	9	(12)
What Are Brands, Anyway?	9	(5)
What brands do	10	(3)
Why brands are a big deal	13	(1)
Seeing the Big Branding Picture	14	(5)
What's involved?	15	(1)
Who's involved?	16	(2)
Gulp! How much does it cost?	18	(1)
Pop Quiz: Are You Ready to Rev Up Your Branding Engine?	19	(2)
When and How to Brand	21	(22)
Branding Demystified	21	(2)
Translating branding lingo	22	(1)
Branding's essential ingredient	23	(1)
To Brand or Not to Brand	23	(7)
Products	24	(2)
Service businesses	26	(1)
Business brands	26	(2)
Individuals (namely, yourself)	28	(2)
A Bird's-eye View of the Branding Process	30	(8)
Step 1: Decide what you're going to brand	30	(2)
Step 2: Do your research	32	(1)
Step 3: Position your product or service	33	(1)
Step 4: Write your brand definition	34	(1)
Step 5: Develop your name, logo, and tagline	35	(1)
Step 6: Launch your brand	36	(1)
Step 7: Manage, leverage, and protect your brand	36	(1)
Step 8: Realign your brand to keep it current	37	(1)
When to Brand	38	(5)
Opening a new business	38	(1)
Introducing a new product	39	(1)
Fundraising for a nonprofit	40	(1)
Taking your business public	40	(1)
Going global	40	(1)
Raising venture capital	41	(1)
Merging with another business	42	(1)
Heating Up Your Branding Iron	43	(16)
Gearing Up to Brand, Rebrand, or Refine Your Brand	43	(6)
Getting real about your current brand identity	44	(1)
Taking stock of your brand assets and using them to your advantage	45	(1)
In your dreams! Defining your desired brand identity	46	(3)
What's Your Goal? Prioritizing Your Brand's To-Do List	49	(5)
Build awareness	49	(1)
Create an emotional connection	50	(1)
Differentiate your product	51	(1)
Create credibility and trust	52	(1)
Motivate purchasing	52	(2)
Crunching the Numbers: Budgeting for Your Brand Building Program	54	(2)
Making Brand Development Part of Your Business Plan	56	(1)
Knowing the relationship between your mission, vision, and brand identity	56	(1)
Committing to the branding process	57	(1)
Who's on First? Recruiting Your Branding Team	57	(2)
Getting buy-in from the top down	58	(1)
Engaging all employees in the process	58	(1)
Part II: Building a Brand, Step-by-Step	59	(84)
Finding a Niche You Can Fill: Researching Your Market	61	(16)
Defining Who Buys What You're Selling --- and Why	62	(5)
Your customer profile	62	(2)
What your customers want and value	64	(1)
What sets your most ideal customers apart	65	(1)
Why customers buy from you	66	(1)
Digging Up the Info You Need	67	(8)
Know thyself: Conducting a self-assessment of your offering	67	(1)
Tuning in to customer insights	68	(1)
Conducting customer research	69	(4)
When to do it yourself and when to get research help	73	(1)
Where else to turn for facts and figures	74	(1)
Putting It All in Perspective	75	(1)
Seizing Marketplace Opportunities	75	(2)
Filling Your Niche: Positioning Your Brand	77	(14)
The Marketing Muscle of Positioning	78	(1)
Finding a Position of Your Own: The Birthplace of Your Brand	78	(2)
Fulfill an unfilled need	78	(1)
Specialize to create a new market niche	79	(1)
Transform an established solution	79	(1)
Discover an all-new solution	80	(1)
Figuring Out What You Do Better Than Anyone Else	80	(2)
Deciding Which Customers You Serve the Best	82	(2)
Finding Your Place in the Competitive Landscape	84	(3)
Putting your brand on the positioning map	84	(1)
Determining your point of difference	85	(2)
No copycats! Avoiding the fate of a me-too brand	87	(1)
Testing and Protecting Your Position	87	(4)
Putting Your Brand into Words	91	(12)
Dusting Off Your Business Vision, Mission, and Values	91	(9)
Refocusing your vision	92	(2)
Building your brand on the strong back of your business mission	94	(2)
Polishing your business promise	96	(2)
Defining your brand character	98	(2)
Mission Possible: Defining Your Brand	100	(3)
What to incorporate	100	(1)
The anatomy of a brand identity statement	101	(1)
Grading your statement	101	(1)
Putting your brand identity statement to the test	101	(2)
Naming Your Brand	103	(20)
What's In a Name?	103	(8)
What the right name does	104	(4)
When naming happens	108	(1)
Types of names	109	(1)
Naming advice to follow	110	(1)
Picking (or Inventing) Your Brand Name	111	(6)
Rounding up good ideas	112	(2)
The hard part: Narrowing your list to the best options	114	(1)
Putting your top contenders through a preliminary test	115	(1)
Building consensus around your top-choice name	116	(1)
Grabbing a Domain Name, If You Can	117	(1)
Fitting Your Name into Your Brand Architecture	118	(1)
Catch It If You Can: Protecting Your Name	119	(4)
Screening to see if the name you want is already taken	119	(2)
Treading the trademark ropes	121	(2)
Designing Your Logo and Tagline	123	(20)
Planning Your Logo: The Face of Your Brand	124	(5)
Matching your logo to your brand and business	125	(1)
Choosing your logo approach	126	(3)
Developing Your Logo Design	129	(6)
Design ingredients	131	(3)
Preparing your logo artwork	134	(1)
Putting Your Logo to Work	135	(2)
Saving Face: Giving an Existing Logo a Makeover	137	(1)
Managing Your Logo	138	(2)
Creating logo tools, standards, and usage rules	138	(2)
Naming a brand cop	140	(1)
Creating a Tagline	140	(3)
Discovering what makes a great tagline	140	(1)
Deciding whether you need a tagline (and you probably do)	141	(1)
Tag(line), you're it! Coming up with your slogan	142	(1)
Part III: Launching Your New Brand	143	(80)
Countdown to Takeoff: Planning Your Brand Launch	145	(20)
Committing to Internal and External Brand Launches -- In That Order	146	(1)
Preparing for Your Brand Launch	146	(8)
Knowing your story, chapter and verse	146	(1)
Putting your brand launch into context	147	(3)
Producing prototypes to introduce your brand	150	(1)
Checking your internal readiness	151	(1)
Previewing your brand story with priority audiences	152	(2)
Ten, Nine, Eight ... Writing Your Brand Launch Marketing Plan	154	(7)
Benchmarking your pre-launch situation	155	(1)
Setting your goal and objectives	155	(2)
Defining your target market	157	(1)
Setting your strategies	157	(1)
Selecting your brand introduction tactics	158	(2)
Establishing your budget	160	(1)
Takeoff! Launching Your Brand	161	(4)
Launching internally	161	(2)
Launching externally	163	(2)
Getting the Word Out with Public Relations	165	(20)
Creating Your Brand Launch PR Plan	166	(5)
Covering all the bases	166	(3)
Writing your public relations game plan	169	(2)
Introducing Your Brand with Publicity	171	(11)
Matching publicity efforts to your brand launch objectives	172	(1)
Targeting media outlets	173	(1)
Prioritizing editorial contacts	174	(1)
Pitching your story	175	(1)
Preparing and distributing news releases	176	(4)
Creating a media kit	180	(1)
Building an online pressroom	181	(1)
Extra! Extra! Making News	182	(2)
Staging news conferences	183	(1)
You're on! Shining in media interviews	183	(1)
There's No Such Thing as Bad Publicity, Right? Wrong!	184	(1)
Advertising and Promoting Your Brand	185	(20)
Getting Singular with One Brand Message and Tone	186	(1)
The power of consistency for you and your brand	186	(1)
How to present a consistent brand image	186	(1)
A Clear Purpose: Don't Get Creative without One!	187	(2)
Gaining Awareness and Getting Some Action	189	(1)
Making an Ad Schedule	190	(4)
Matching media vehicles to your communication needs	190	(3)
Scheduling your ads	193	(1)
Creating Ads That Work	194	(7)
Print ads	195	(4)
Broadcast ads	199	(1)
Hiring professional creative help	199	(2)
Measuring Your Ad's Effectiveness	201	(1)
Packaging Your Product to Convey Your Brand	202	(1)
Staging Promotions to Build Business and Brand Awareness	203	(2)
Sending Your Brand into Cyberspace	205	(18)
Creating Your Online ID	206	(3)
Naming your site	206	(2)
Registering your name	208	(1)
Building a Site That Reinforces Your Brand	209	(5)
Settling on the right type of site	210	(1)
Considering content	210	(1)
Mapping out easy navigation	211	(1)
Integrating your brand image online and offline	212	(2)
Getting People to Your Site	214	(4)
Register with search engines	215	(1)
Help search engines find your site	215	(1)
Build incoming links to your site	216	(1)
Promote, promote, promote	217	(1)
Using Blast E-Mail to Reach Your Market	218	(2)
Building permission marketing networks	218	(1)
Getting your e-mail opened and read	219	(1)
Blogging and Podcasting	220	(3)
Blogging basics	220	(1)
Podcasts	221	(2)
Part IV: The Care and Feeding of Your Brand	223	(74)
Suiting Up a Team of Brand Champions	225	(14)
Branding from the Top Down	226	(3)
Writing your branding playbook	226	(1)
Becoming your brand's MVP	227	(2)
Training Your Team	229	(5)
Developing brand champions	230	(1)
Gaining team buy-in	231	(3)
Prepping Your Sales Force	234	(5)
Arming your sales force with testimonials and product endorsements	234	(3)
Intercepting objections	237	(2)
Getting Customers to Pledge Allegiance to Your Brand	239	(14)
Kindling Customer Loyalty	239	(3)
Turning sales transactions into customer relationships	240	(1)
Why customer relationships matter	241	(1)
Delivering a Great Brand Experience	242	(4)
Putting your brand experience to a personal test	242	(1)
Auditing your brand experience	243	(3)
Making Sure You're Exceeding Customer Expectations	246	(2)
Igniting Customer Passion	248	(5)
Generating buzz	249	(3)
Recipe for a cult brand	252	(1)
Valuing Your Brand	253	(12)
The Brand Value--Brand Equity Connection	254	(2)
Revving up the economic engine	254	(1)
Gaining a competitive advantage	255	(1)
Estimating Your Brand's Equity	256	(8)
Brand equity measuring sticks	256	(4)
Calculating your brand equity	260	(2)
When you need a pro: Identifying evaluation experts	262	(2)
Protecting Your Brand Equity	264	(1)
Leveraging Brand Value with Brand Extensions and Licensing	265	(16)
Planning for Product Innovations	266	(1)
Tiptoeing into the Brand Extension Arena	267	(9)
Avoiding line extension traps	268	(2)
Look before leaping into brand extensions	270	(6)
Cobranding: Brand Value x 2	276	(2)
Uniting brands with like visions, values, and budgets	276	(1)
Cobranding checklist	277	(1)
Brand Licensing	278	(3)
Understanding licensing lingo	278	(1)
Benefits of licensing	279	(1)
Licensing steps to follow	279	(2)
Revitalizing Your Brand	281	(16)
Brands Grow Old, Too	282	(6)
Spotting brand aging signs	282	(1)
Brand change-of-life warning signals	283	(5)
Examining Your Brand's Health	288	(5)
Conducting a brand review	289	(3)
Making the diagnosis: Retool or retire?	292	(1)
Fixing a Broken Brand	293	(4)
Protecting your valuables	294	(1)
Making the change	295	(2)
Part V: Protecting Your Brand	297	(28)
Defending Your Brand	299	(12)
Immunizing Your Brand with Government Filings and Trademarks	300	(7)
Filing your name with local government offices	300	(2)
Obtaining a trademark	302	(2)
Maintaining your trademark registration	304	(3)
Shielding Your Brand from Misuse	307	(4)
Laying down the law with brand usage guidelines	307	(1)
Enforcing the rules	308	(1)
Naming and empowering a brand cop	309	(2)
Taking Action When Bad Things Happen to Good Brands	311	(14)
Handle with Care: Avoiding Brand Equity Landmines	311	(5)
Identifying potential threats	313	(2)
Taking preemptive strikes against brand threats	315	(1)
Be Prepared: Reacting to Brand Threats	316	(9)
Compiling a list of who's who	317	(1)
Knowing who to call	318	(1)
Working out what to do and say	319	(3)
Following crisis communications dos and don'ts	322	(3)
Part VI: The Part of Tens	325	(20)
Ten Truths about Branding	327	(6)
Branding Starts with Positioning	327	(1)
A Brand Is a Promise Well Kept	328	(1)
Branding Happens from the Inside Out	328	(1)
Consistency Builds Brands	329	(1)
People Power Brands	329	(1)
Brands Live in Consumers' Minds	330	(1)
Brand Names Unlock Brand Images	330	(1)
Brand Experiences Trump Brand Messages	331	(1)
Brands Need to Start and Stay Relevant	331	(1)
Brands Are Valuable Assets	332	(1)
Ten Branding Mistakes and How to Avoid Them	333	(8)
Thinking of Branding as a Quick Fix	333	(1)
Starting with a Weak Identity	334	(1)
Forgetting the Rule of One	335	(1)
Failing to Differentiate	335	(1)
Failing to Launch	336	(1)
Failing to Protect and Defend	336	(1)
Believing That What You Say Is More Important Than What You Do	337	(1)
Underestimating the Value of Consistency	338	(1)
Asking Your Brand to Stretch Too Far	338	(1)
Ignoring Brand Aging Signs	339	(2)
Ten Traits of the World's Most Valuable Brands	341	(4)
Simple, Powerful Differentiation	342	(1)
A Clear and Compelling Vision	342	(1)
A Promise Consumers Want and Believe	342	(1)
Distinctive, Reliable, Superior Products and Services	343	(1)
A Strong, Memorable Brand Identity	343	(1)
A Single, Consistently Presented Brand Message	343	(1)
An Amazing Brand Experience	343	(1)
Brand Allegiance from the Top Down	344	(1)
Adaptability to Changing Times	344	(1)
Focus, Passion, and Persistence	344	(1)
Appendix: Resources for Brand Managers	345	(4)
Browsing Great Branding Web Sites	345	(1)
Allaboutbranding.com	345	(1)
Brandchannel.com	345	(1)
MarketingProfs.com	346	(1)
Rebrand.com	346	(1)
Adding to Your Branding Library	346	(1)
Flipping through Branding Magazines	347	(1)
Brandweek	347	(1)
BusinessWeek/Interbrand Annual Global Brand Report	347	(1)
Checking Out a Trademark Information Center	348	(1)
Index	349