Smarter Branding Without Breaking the Bank

by Bence, Brenda

• ISBN13: 9780982535318
• ISBN10: 0982535317
• Format: Paperback
• Copyright: 2011-09-01
• Publisher: Global Insight Communications

Summary

You already have the resources you need to build a powerhouse brand. If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have five powerful marketing resources you can use right now to get big-brand results at low cost or no cost at all. Step One: Shift your mindset. International branding expert Brenda Bence has created the ultimate guide to branding on a tight budget. From scratch-and with almost empty pockets-Brenda used inventive, low-cost methods to build her own international brand that now serves clients in twenty-five countries and has offices in both the United States and Asia. Create a permanent marketing mindset for you and your team. Walk away with hundreds of low-cost or no-cost ideas to catapult your brand and increase your revenues-starting today. To find out about the companion workbook and video course, visit Smarter-Branding.com.

Author Biography

Brenda S. Bence earned her MBA from Harvard Business School and is a Certified Speaking Professional, a Certified Executive Coach, and the award-winning author of five branding books. After years of building powerhouse name brands in the corporate world, she founded Brand Development Associates International. Brenda now travels the globe speaking, training, and coaching individuals and companies to greater success through creative yet practical brand development.

Table of Contents

Introduction
You Don't Need Deep Pockets to Build a Strong Brand	p. 11
Know Your "Brand-Speak"
Key Branding Terms & Developing a "Marketing Mindset"	p. 17
Don't Just Sit There on Your Assets
The Five Brand-Building Resources You Already Have	p. 24
A GPS for Your Brand
An Introduction to Brand-Building Asset #1 - Positioning	p. 26
The Power of a Bull's Eye
Core Positioning Element #1 - Target Group Overview	p. 37
Draw Your Bow and Point Your Arrow
Core Positioning Element #1 -Target Group Application	p. 42
Meet Their Needs and You'll Succeed
Core Positioning Element #2 - Customer Needs	p. 49
"Frame" Your Competition
Core Positioning Element #3 - Competitive Framework	p. 56
What Have You Done for Me Lately?
Core Positioning Element #4 - Benefits	p. 63
Prove It!
Core Positioning Element #5 - Reasons Why	p. 69
Does Your Brand Have Personality?
Core Positioning Element #6 - Brand Character	p. 78
Pulling It All Together
Your Brand's Complete Positioning Statement	p. 83
Don't Just Say … Do!
Low-Cost Ways to Leverage Your Positioning Statement	p. 90
How Do Your Customers Need You? Let Us Count the Ways
Brand-Building Asset #2 - Customers: Uncovering Needs	p. 98
Hidden Diamonds in the Rough
Brand-Building Asset #2 - Customers: The Value of Existing Customers	p. 110
Develop a Superiority Complex
Brand-Building Asset #3 - Your Products and Services	p. 121
Walking, Talking Advertisements
Brand-Building Asset #4 -Your Team	p. 138
Keep Your Customers Close and Your Competition Closer
Brand-Building Asset #5 - Your Competitors	p. 151
Smarter Branding You Can Bank On
A Few Final Words	p. 159
About the Author	p. 163
Fast Track to Smarter Branding™-The Ultimate Package	p. 164
Acknowledgments	p. 166
Suggested Books	p. 167
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