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Страница 1Страница 2 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 Страница 8Страница 9Страница 10 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 Страница 41 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 Страница 74 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 Страница 104 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 {buyButton}

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