How to Launch a Brand (2nd Edition)
Last updated on 2018-06-27
About the Book
This book will guide you through the steps necessary to build a brand from the ground up:Step 1 (Chapter 1): Create a brand platform Step 2 (Chapter 2): Devise a brand name Step 3 (Chapter 3): Design your brand's identity Step 4 (Chapter 4): Craft your brand atmosphere touch points
Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don’t have any customers or marketing outreach and—obviously, since you just launched a new offering—you have no legacy or advocates?
The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design.
In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.
The Brand Development Process, Resources for Getting Prepped / Brand Platform: Defining a Brand's Positioning, Brand Identity Associations, Point(s) of Difference and Brand Value, The Importance of Connecting with Your Audience, Understanding (and Besting) the Competition, Constructing a Philosophy, Developing your Brand's Personality, Deriving and Embodying your Brand's Core Values, Establishing your Brand Architecture, Brand Platform Takeaways & Insights / Naming: Characteristics of a Great Name, Types of Brand Names, Selecting the Final Name, Choosing a Domain, Trademarks, Naming Takeaways & Insights / Identity Design: Forms of Identity Design, Seven Components to Look for in a Great Identity Design, Leveraging the Three Core Components of your Brand Identity to Enhance Messaging, Trademarking Your Brand Identity Mark, Identity Design Takeaways & Insights / Brand Atmosphere Touch Points: Significance of Color, Significance of Typography, Photography Considerations, The Art of Crafting a Brand Voice, The Power of Social Media Branding, Envisioning the Brand Environment, Traditional and Essential Collateral, Brand Atmosphere Takeaways & Insights
Provides tremendous value
An insightful and process-driven book that provides tremendous value to entrepreneurs during the most crucial steps of their new business venture.
Wish I read it sooner
As a founder, I wish I had read this book prior to launching my business.
This is a must-read for serious entrepreneurs!
Portland Book Review
A logical framework
Innovators everywhere will want to read this slim on size but hefty on advice [book]...It is straightforward, easy to read and offers a logical framework for the branding process.
Best Biz Books
Incredible, easy-to-read book
Perfect for an entrepreneur starting a business! As a business owner, I believe that this book will help entrepreneurs as well as managers in charge of launching new products, services or companies to think brand-centric. I learned a lot from Fabian in this incredible, easy-to-read book.
Laura S. Murcek
An inspiring tool
An inspiring tool and quick read any CMO launching a new brand should induced in.
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