How to Launch a Brand (2nd Edition)
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How to Launch a Brand (2nd Edition)

Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity

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.

About the Author

Fabian Geyrhalter
Fabian Geyrhalter

Fabian Geyrhalter is the Founder and Principal of FINIEN.

Geyrhalter has been published internationally by the likes of The Washington Post, Graphis and Communication Arts. He has written about branding for publications including Mashable and Entrepreneur and is a columnist for Inc. An active jury member of the Academy of Interactive & Visual Arts and winner of numerous design awards, including 23 American Graphic Design Awards, Geyrhalter is often invited to judge international design competitions. He served as an adjunct professor at USC and Art Center College of Design and is an Advisory Board Member of the Santa Monica College. Geyrhalter is a frequent speaker and mentor to entrepreneurs worldwide, a "Global 100" mentor at the Founder Institute and author of the #1 best selling book "How to Launch a Brand." He is further serving as consulting Executive Creative Strategist at Urban Insight, a leading technology consulting firm, managing the intersection of brand vision and creative digital strategy.

At the age of 21, he became Creative Director at Insyght, developing corporate identity and collateral projects for pharmaceutical industry giants like Pfizer and Lilly. He later served as Creative Lead at Genex, an Adweek Top 50 Interactive Agency, overseeing the emerging online media account for the luxury automotive brand Acura.

For 12 years he has been running the highly successful branding and graphic design agency Geyrhalter & Co, working for clients such as The Bill & Melinda Gates Foundation, Goodwill, Brandman University, W Hotels, CO-OP Financial Services, USC, Evolution Juice, The City Of Los Angeles and John Varvatos.

Geyrhalter was born in Vienna, Austria and is a graduate of Art Center College of Design.

Fabian Geyrhalter

Episode 86

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Reader Testimonials

 Ashish Soni
Ashish Soni

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.

Amazon Customer
Amazon Customer

Wish I read it sooner

As a founder, I wish I had read this book prior to launching my business.

James Iliff
James Iliff


This is a must-read for serious entrepreneurs!

Portland Book Review
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
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
Laura S. Murcek

An inspiring tool

An inspiring tool and quick read any CMO launching a new brand should induced in.

Table of Contents

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

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