Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 3

1  Cover

2  Title Page

3  Copyright

4  Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here

5  Part 1: Getting Started with Branding Chapter 1: Wrapping Your Brain around Branding Understanding What a Brand Is and Does Recognizing Different Brand Types Grasping Brand Architecture Basics Knowing When to Brand Stepping Through the Branding Process Chapter 2: Creating and Financing Your Brand Deciding What You’re Going to Brand Identifying or Creating a Niche Market Formalizing Your Brand As a Business … If You Haven’t Already Financing Your Business/Brand Chapter 3: Positioning and Defining Your Brand Positioning Your Brand Defining Your Brand Identity Naming Your Brand Chapter 4: Clarifying Your Branding Goals Identifying Your Branding Goals/Objectives Creating Your One-Year Branding Plan Monitoring and Evaluating the Success of Your Branding Efforts Chapter 5: Defining and Refining Your Customer Avatars Discovering Who Your Target Customers Are Describing Your Customer Avatars in Your Own Words Redefining Your Customer Avatars As They Evolve Putting Your Customer Avatars to Work

6  Part 2: Attending to Brand Fundamentals Chapter 6: Creating a Brand Style Guide, Media Kit, and Templates Creating a Brand Style Guide Assembling and Using a Media Kit Creating Your Own Branded Templates Chapter 7: Building a Branded Website, App, and Email Account Going It Alone or Hiring a Developer Claiming Your Domain Name and Choosing a Hosting Service Walking Through the Basics of Building a Website Driving Traffic to Your Site Using Web Analytics to Improve Your Online Branding Activities Establishing a Branded Email Account Launching a Branded App Chapter 8: Writing Copy That Supports Your Brand Messaging Exploring Types of Copy You Can Use to Promote Your Brand Deciding Whether to Fly Solo or Hire a Copywriter Creating an Editorial Calendar Crafting Brand-Boosting Copy Maximizing Your Reach with Search Engine Optimization Chapter 9: Building Strategic Partnerships Considering Potential Benefits and Risks of Strategic Partnerships Finding and Selecting a Cobranding Partner Developing and Delivering a Pitch for a Strategic Partnership Agreeing on the Terms of Your Partnership Steering Clear of Common Partnership Pitfalls Chapter 10: Launching Your Brand Planning Your Launch Campaign Tapping the Power of the Press to Launch Your Brand Improving Your Campaign’s Chances of Going Viral

7  Part 3: Building a Strong Brand Presence Chapter 11: Creating In-Person Experiences Creating a Pop-Up Shop Getting Your Products into Stores Taking Advantage of Marketing Event Opportunities Chapter 12: Blogging, Podcasting, and YouTubing Appreciating the Value of Content Marketing Promoting Your Brand Via Podcasting Blogging to Promote Your Brand Building Brand Recognition with Online Videos Monetizing Your Content Chapter 13: Promoting Your Brand via Social Media Getting Started with Branding on Social Media Following the Rules of the Road Harnessing the Power of Photos and Video Teaming Up with Influencers Saving Time and Effort with Social Media Management Tools Chapter 14: Email Marketing Becoming a Trusted Sender Defining Your Objectives Building a Quality Email List Composing Effective Email Messages Exploring Email Marketing Platforms (Free and Paid) Tracking Results: Email Metrics Chapter 15: Boosting Brand Awareness with Paid Advertising Weighing the Pros and Cons of Paid Advertising Getting Started with Paid Advertising Working with Advertising Agencies Tracking Results Chapter 16: Building a Vibrant Community around Your Brand Starting with a Sense of Purpose Creating Safe Spaces Stimulating Engagement Empowering Your Community Remaining Positive At All Times

8  Part 4: Feeding and Caring for Your Brand Chapter 17: Scaling Your Brand Identity Surveying Different Approaches to Scaling a Brand Conducting a Brand Audit Creating a Scaling Plan Outsourcing Responsibilities to Lighten Your Load Chapter 18: Building on Customer Loyalty and Longevity Identifying Your Top Customers Rewarding Customer Loyalty Getting Customer Feedback Encouraging Customers to Share Why They’re Loyal to Your Brand Chapter 19: Dealing with Competition and Other Threats to Your Brand Remaining Sensitive to the Changing Needs of Your Target Market Keeping the Competition at Bay Protecting Your Brand Preventing and Recovering from Publicity Disasters

9  Part 5: The Part of Tens Chapter 20: 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 Chapter 21: 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 Become a Disrupter Create a Unique Brand Experience Carve Out a Niche for Yourself Build Community Around Your Brand Be a Force for Good Chapter 22: 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

10  Index

11  About the Author

12  Advertisement Page

13  Connect with Dummies

14  End User License Agreement