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Create a strong brand DNA--and watch it grow
These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life--and a bigger chance of surviving against the competition--you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace.
In Launching & Building a Brand For Dummies, Amy Will--who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands--covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts.
* Stand out on social media
* Create viral campaigns
* Build on Customer Loyalty and LongevityDeal with the competition
Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to--and Launching & Building a Brand For Dummies one of the secrets of--your future standout success.
List of contents
Introduction 1
Part 1: Getting Started with Branding 5 Chapter 1: Wrapping Your Brain around Branding 7
Chapter 2: Creating and Financing Your Brand 25
Chapter 3: Positioning and Defining Your Brand 43
Chapter 4: Clarifying Your Branding Goals 59
Chapter 5: Defining and Refining Your Customer Avatars 69
Part 2: Attending to Brand Fundamentals 81 Chapter 6: Creating a Brand Style Guide, Media Kit, and Templates 83
Chapter 7: Building a Branded Website, App, and Email Account 99
Chapter 8: Writing Copy That Supports Your Brand Messaging 125
Chapter 9: Building Strategic Partnerships 141
Chapter 10: Launching Your Brand 157
Part 3: Building a Strong Brand Presence 173 Chapter 11: Creating In-Person Experiences 175
Chapter 12: Blogging, Podcasting, and YouTubing 191
Chapter 13: Promoting Your Brand via Social Media 217
Chapter 14: Email Marketing 235
Chapter 15: Boosting Brand Awareness with Paid Advertising 251
Chapter 16: Building a Vibrant Community around Your Brand 267
Part 4: Feeding and Caring for Your Brand 279 Chapter 17: Scaling Your Brand Identity 281
Chapter 18: Building on Customer Loyalty and Longevity 293
Chapter 19: Dealing with Competition and Other Threats to Your Brand 309
Part 5: The Part of Tens 321 Chapter 20: Ten Ways to Make Your Marketing Campaigns Go Viral 323
Chapter 21: Ten Ways to Distinguish Your Brand from the Competition 331
Chapter 22: Ten Ways to Drive Customers to Your Website 341
Index 349
About the author
Amy Will launched her first business at just 24 years old, and has since established four successful brands. With a Bachelor's degree from California Lutheran University in marketing and communications, Amy's expertise lies in SEO strategy, intentional content creation, digital community building, and strategic business partnerships.
Summary
Create a strong brand DNA--and watch it grow
These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life--and a bigger chance of surviving against the competition--you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace.
In Launching & Building a Brand For Dummies, Amy Will--who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands--covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts.
* Stand out on social media
* Create viral campaigns
* Build on Customer Loyalty and LongevityDeal with the competition
Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to--and Launching & Building a Brand For Dummies one of the secrets of--your future standout success.
