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Amy Will. Launching & Building a Brand For Dummies
Launching & Building a Brand For Dummies® To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Launching & Building a Brand For Dummies Cheat Sheet” in the Search box. Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Getting Started with Branding
Wrapping Your Brain around Branding
Understanding What a Brand Is and Does
BRANDS VERSUS COMMODITIES
Recognizing Different Brand Types
Business or corporate brand
Product brand
Service brand
Personal brand
Other brand types
Grasping Brand Architecture Basics
Knowing When to Brand
Opening a new business
Promoting an existing business
Introducing a new product or service
Furthering your career
Becoming an influencer or a celebrity
Fundraising for a not-for-profit organization
Raising capital for your business
Expanding into new markets
Stepping Through the Branding Process
Step 1: Creating something to brand
Step 2: Positioning and defining your brand
Step 3: Establishing your branding goals
Step 4: Defining your brand’s customer avatar
Step 5: Creating a brand style guide
Step 6: Building a branded website, app, and email account
Step 7: Forming strategic partnerships
Step 8: Launching your brand
Step 9: Promoting your brand
Step 10: Caring for and protecting your brand
Creating and Financing Your Brand
Deciding What You’re Going to Brand
Business or corporate brand
Product brand
Service brand
Personal brand
Identifying or Creating a Niche Market
Solving a difficult problem
Fulfilling an unmet need (or creating one)
Specializing to create a new market niche
Offering something unique
Formalizing Your Brand As a Business … If You Haven’t Already
Incorporating your business
Sole proprietorship
Partnership
Limited liability company
C corporation
S corporation
Registering your business
Registering a business name
Registering with taxing authorities
Getting a license (or not)
Getting a trademark, patent, or copyright
Financing Your Business/Brand
Budgeting for your business/brand
CREATING A SELF-FUNDED BRAND
Creating a business plan
Getting grants
Financing with debt and equity
Financing with debt: Borrowing money
Financing with equity: Selling a stake in your business/brand
Exploring alternative financing options
Positioning and Defining Your Brand
Positioning Your Brand
Choosing a brand positioning strategy
Product/service features and benefits
Product class
Application or use
Customer service
Convenience
Quality
Cost and value
Credibility and trust
Checking out the competition
Identifying what makes your brand different and better
Identifying your place on a brand positioning map
Writing your brand positioning statement
Defining Your Brand Identity
Establishing your brand’s mission and values
Describing your brand’s mission
MISSION OR VISION?
Defining your brand’s values
Exploring your brand’s personality
Writing your brand identity statement
Covering the essentials
Structuring your brand identity statement
Testing your brand identity statement
Naming Your Brand
Following brand naming parameters
Brainstorming brand names
Choosing the best brand name
Clarifying Your Branding Goals
Identifying Your Branding Goals/Objectives
Increasing brand recognition and awareness
THE POWER OF THE PRESS
Creating an emotional connection
Differentiating your business, product, service, or self
Building credibility and trust
Driving sales
Creating Your One-Year Branding Plan
Monitoring and Evaluating the Success of Your Branding Efforts
Choosing metrics and key performance indicators
Collecting and analyzing data: The tools of the trade
Defining and Refining Your Customer Avatars
Discovering Who Your Target Customers Are
Identifying your target customers
Gathering and analyzing data about your target customers
Conducting a focus group
Conducting a survey
Evaluating your customers’ interests
YOU CAN’T PLEASE EVERYONE
Finding out where customers go and what they do
Describing Your Customer Avatars in Your Own Words
Redefining Your Customer Avatars As They Evolve
Putting Your Customer Avatars to Work
Attending to Brand Fundamentals
Creating a Brand Style Guide, Media Kit, and Templates
Creating a Brand Style Guide
Appreciating a style guide’s value
Strengthening your brand identity
Facilitating quality control
Guiding your selection of partners and opportunities
Setting corporate guidelines
Creating a color palette
Brushing up on color associations
Understanding hues, tones, tints, and shades
Picking your colors
Picking dominant and accent colors
Establishing typographical guidelines
Designing a logo
Rolling your own logo
Hiring an artist
Specifying guidelines for photos, illustrations, and other artwork
Setting guidelines for voice and tone
Assembling and Using a Media Kit
Creating your own media kit
Targeting your media kit to your audience
Deciding when to send a media kit
Creating Your Own Branded Templates
Building a Branded Website, App, and Email Account
Going It Alone or Hiring a Developer
Doing it yourself
Hiring a developer
Claiming Your Domain Name and Choosing a Hosting Service
Choosing and registering a domain name
Choosing a hosting service and plan
Walking Through the Basics of Building a Website
Choosing the right site type and elements to include on your site
Installing a CMS (or not)
Choosing a theme
Integrating your logo and other brand assets
Posting content
Creating web pages
Posting blog entries
Adding images
Adding videos
Making your site easy to navigate
Driving Traffic to Your Site
Making your site attractive to search engines
Building incoming links
Promoting your site
Using Web Analytics to Improve Your Online Branding Activities
Setting up Google Analytics
Checking out your site’s Google Analytics
Establishing a Branded Email Account
Launching a Branded App
Writing Copy That Supports Your Brand Messaging
Exploring Types of Copy You Can Use to Promote Your Brand
Advertising copy
Audio/video scripts
Blog posts
WHERE IN THE WORLD IS SUP?
Books
Catalog copy: Product descriptions and listings
Email messages
Press releases
Social media profiles and posts
Web pages
About page
Products/services page
FAQ page
White papers
Deciding Whether to Fly Solo or Hire a Copywriter
Creating an Editorial Calendar
Crafting Brand-Boosting Copy
Maximizing Your Reach with Search Engine Optimization
Recognizing the difference between discovery and search
SEARCH VS. DISCOVERY: REAL-LIFE EXAMPLES
Strategy time!
Building Strategic Partnerships
Considering Potential Benefits and Risks of Strategic Partnerships
Potential benefits
Possible risks
Finding and Selecting a Cobranding Partner
Identifying your why
Developing a list of selection criteria
Evaluating potential partners
FEELING PEACHY?
Checking out successful cobranding partnerships
Developing and Delivering a Pitch for a Strategic Partnership
Determining what you want from the partnership
Defining your value proposition
THE BORED APE YACHT CLUB
Pitching your proposal
Building an email template
Agreeing on the Terms of Your Partnership
Steering Clear of Common Partnership Pitfalls
Launching Your Brand
Planning Your Launch Campaign
Deciding where to launch
Confirming your key target audiences
Creating a to-do list
Timing your launch for maximum impact
Creating a launch calendar
Preparing incentives for initial customers
Choosing metrics for success and establishing your benchmarks
Budgeting for your launch
Launching your brand internally
Tapping the Power of the Press to Launch Your Brand
Deciding whether to hire a PR firm
Creating a hit list for press and influencers
Creating a brand launch press release
THE HOT MESS ICE ROLLER
Structuring your press release
FROM PR AGENCY TO FASHION BRAND
Coming up with headlines that convert
Improving Your Campaign’s Chances of Going Viral
Building a Strong Brand Presence
Creating In-Person Experiences
Creating a Pop-Up Shop
Scoping out your options
Using an existing building
SHARING SPACE
Building a temporary retail space
Hosting a virtual pop-up shop
HOSTING A SOCIAL MEDIA POP-UP SHOP
RUNNING A VIRTUAL POP-UP SHOP THROUGH VIDEO CHAT
USING A SOCIAL-SHOPPING NETWORK
Planning a physical pop-up shop
Promoting your pop-up shop
Getting your physical pop-up shop up and running
Getting Your Products into Stores
Laying the groundwork
Identifying stores to launch in
Creating a line sheet
Preparing samples
Developing your pitch
Negotiating an agreement
Choosing and working with a manufacturer
GETTING GIRL GANG THE LABEL INTO NORDSTROM
Taking Advantage of Marketing Event Opportunities
Attending and participating in trade shows, conferences, and expos
Hosting seminars in your area of expertise
Hosting other events
Landing event sponsorships
Blogging, Podcasting, and YouTubing
Appreciating the Value of Content Marketing
Promoting Your Brand Via Podcasting
Naming your podcast
Gearing up to podcast
Answering a few preliminary questions
Choosing a microphone and accessories
Adding headphones to your setup
Choosing and prepping a recording space
Choosing recording software and a podcasting host
Recording, editing, and uploading a podcast
Outlining your podcast episode
Writing an intro and outro
Scheduling your podcasts
Featuring guests on your podcast
Recording a podcast
Editing your podcast
Exporting and uploading your podcast
Blogging to Promote Your Brand
Choosing a blogging platform
Naming your blog
Composing blog entries
Building topics around keywords
Using blog formats to come up with ideas
Writing blog entries
Posting blog entries
Engaging with your readers
Working with guest bloggers
Spreading the word about your blog
Building Brand Recognition with Online Videos
Recognizing the different genres you can use to promote your brand
Recording a video
Editing your video
Uploading videos to YouTube
Creating a branded thumbnail
Creating a branded YouTube channel
Monetizing Your Content
MERCHANDISE VERSUS BRANDED PRODUCTS
Promoting Your Brand via Social Media
Getting Started with Branding on Social Media
Scoping out popular platforms
Deciding the right social media platforms for you
FACEBOOK
TWITTER
YouTube
INSTAGRAM
PINTEREST
TikTok
LinkedIn
Choosing different metrics for different platforms
Following the Rules of the Road
Optimizing your social media profile
Posting regularly
Monitoring and responding to posts
Choosing your friends carefully
Harnessing the Power of Photos and Video
Taking your own photos on a budget
Recording and posting video content
Hiring content creators
Teaming Up with Influencers
Micro influencer versus macro influencer
Paid influencer versus organic influencer
Saving Time and Effort with Social Media Management Tools
Planoly
Hootsuite
Tailwind
Buffer
Email Marketing
Becoming a Trusted Sender
Defining Your Objectives
Building a Quality Email List
Composing Effective Email Messages
Sizing up your audience
Offering something of value
HIGHLIGHTING INDUSTRY EXPERTS
Creating From and Subject lines that grab people’s attention
Writing a clear call to action
Composing your message
Researching emails in your industry
Including images
A/B testing email copy
EMAIL MARKETING FROM STYLE ME GHD
Exploring Email Marketing Platforms (Free and Paid)
Tracking Results: Email Metrics
Boosting Brand Awareness with Paid Advertising
Weighing the Pros and Cons of Paid Advertising
Pros
Cons
Getting Started with Paid Advertising
Tapping the power of search engine marketing and pay-per-click advertising
Search engine marketing
Pay-per-click advertising
Advertising on social media platforms
Promoting your Instagram posts
Creating and running a Facebook ad
Advertising through popular podcasts
Finding a suitable podcaster
Optimizing your podcast advertising results
Paying influencers and other talent to promote your brand
MICROINFLUENCER CAMPAIGNS
Running TV and radio ads
Advertising in print media
Working with Advertising Agencies
Knowing when to outsource
Choosing the right advertising agency for your brand
Tracking Results
Building a Vibrant Community around Your Brand
Starting with a Sense of Purpose
Formulating a community-building strategy
Nurturing shared values
Support a common cause
Creating Safe Spaces
Stimulating Engagement
Welcoming newbies
Asking thought-provoking questions
Sharing user-generated content
LUX UNFILTERED
Responding to questions and comments
Tagging people in posts
Taking a poll
Recognizing and rewarding community leaders
Empowering Your Community
Remaining Positive At All Times
Feeding and Caring for Your Brand
Scaling Your Brand Identity
Surveying Different Approaches to Scaling a Brand
Conducting a Brand Audit
Recognizing the benefits of a brand audit
Auditing your brand
Creating a Scaling Plan
Setting milestones
Sourcing products at larger quantities without sacrificing quality
Scaling a service brand
Outsourcing Responsibilities to Lighten Your Load
Hiring the right people
Choosing a contractor or employee
Using your brand style guide for training
Building on Customer Loyalty and Longevity
Identifying Your Top Customers
Defining criteria for evaluating customer value
Collecting and organizing customer data
Rewarding Customer Loyalty
Creating a customer loyalty program
Creating and issuing discount codes
Expanding your offers
Getting Customer Feedback
Requesting feedback via email
Conducting an online survey
Soliciting testimonials
Gathering feedback via your blog
Requesting feedback at checkout
Encouraging Customers to Share Why They’re Loyal to Your Brand
Dealing with Competition and Other Threats to Your Brand
Remaining Sensitive to the Changing Needs of Your Target Market
Keeping the Competition at Bay
Identifying your competition
Striving to go beyond quality and value
Staying abreast of changes in your industry
Focusing on innovation
Protecting Your Brand
Registering your business with government agencies
Trademarking your brand
CORRECTING COMMON TRADEMARK MISCONCEPTIONS
Conducting a trademark search
Establishing a common-law trademark
Obtaining a registered trademark
Defending your trademarks
Preventing and Recovering from Publicity Disasters
The Part of Tens
Ten Ways to Make Your Marketing Campaigns Go Viral
Plan for Phenomenal Success
Build Your Email List
Get Emotional
Compose a Catchy Campaign Slogan
Never Underestimate the Power of Visuals
Choose Media Outlets Strategically
Pitch Your Brand to the Media
Extend Your Reach with Promoted Posts on Social Media
Use Hashtags to Generate Buzz
Make Your Message Easy to Share
Ten Ways to Distinguish Your Brand from the Competition
Offer Quality Products/Services
Deliver Exceptional Customer Service
Target a Price Point
Offer a Guarantee or Warranty (or Both)
Cash in on Your Good Looks: Design
CREATING AN “UNBOXING EXPERIENCE”
Become a Disrupter
Create a Unique Brand Experience
Carve Out a Niche for Yourself
Build Community Around Your Brand
Be a Force for Good
Ten Ways to Drive Customers to Your Website
Treat Your Website as Brand Central
Use SEO to Your Advantage
Deliver Content That’s Fresh, Relevant, and Valuable to Your Target Market
Promote Your Content on Social Media
Spread the Word via Email
Take Advantage of Guest Blogging
Engage with Your Visitors
Post Useful Content on Reddit
Recruit Influencers
Answer Questions on Quora
Index. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
About the Author
Dedication
Author’s Acknowledgments
WILEY END USER LICENSE AGREEMENT
