Branding For Dummies (eBook)

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

Introduction 1

Part I: Getting Started with Branding 5

Chapter 1: Putting Brands and Branding in Perspective 7

Chapter 2: Why, What, How, and When to Brand 23

Chapter 3: Gearing Up to Brand or Build a Better Brand 43

Chapter 4: Powering Up Your Personal and One-Person Business Brands 59

Part II: Building a Brand, Step by Step 73

Chapter 5: Profiling and Positioning Your Brand 75

Chapter 6: Putting Your Brand into Words 99

Chapter 7: Naming Your Brand 111

Chapter 8: Designing Your Logo and Tagline 131

Part III: Winning Brand Fans and Followers 151

Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153

Chapter 10: Branding in the Digital Age 171

Chapter 11: Engaging Your Brand Audience Online with Social Media 189

Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209

Part IV: Caring for Your Brand 233

Chapter 13: Perfecting Your Brand Experience 235

Chapter 14: Winning Brand Loyalty 251

Chapter 15: Valuing and Leveraging Your Brand 265

Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289

Part V: Protecting Your Brand 305

Chapter 17: Defending Your Brand Legally and through Careful Usage 307

Chapter 18: Taking Action When Bad Things Happen to Good Brands 319

Part VI: The Part of Tens 335

Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337

Chapter 20: Ten Branding Mistakes and How to Avoid Them 343

Chapter 21: Ten Branding Truths to Remember 349

Index 355