Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 9

Part 1

Getting Started with Branding

IN THIS PART …

 Get a quick primer on branding, including the purpose of branding, the different types of brands, what brand architecture is all about, deciding when creating a brand makes sense, and a bird’s-eye-view of the 10-step branding process.

 Build a brand from the ground up, starting with deciding what you’re going to brand and identifying a market niche and moving on to the process of creating a business around your brand and securing the money to finance it.

 Position and define your brand, which involves differentiating your brand from everything else already out there, deciding what your brand’s essence will be, and coming up with a clever, catchy name for your brand that also clearly describes it.

 Identify your branding goals, build a plan to meet those goals, and measure the success of your branding activities, so you can make data-driven changes to your strategy and tactics.

 Define your customer avatars (after, of course, figuring out what the heck a customer avatar is). It all starts with getting to know the people in your target market and then describing them as a group in 50 words or less.