Description
Book SynopsisTable of ContentsIntroduction 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
