Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition
4.5/5
()
About this ebook
This updated and revised Third Edition of this authoritative eGuide offers small businesses with fledgling brands the opportunity to apply proven strategies and techniques used by the big guys. Branding expert Barry Silverstein, co-author of The Breakaway Brand (McGraw-Hill), provides readers with a comprehensive yet simple plan to follow so they can (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Specific examples and a wealth of additional resources are included. Written clearly and concisely, Branding 123 has everything you need to build a breakthrough brand. A Bonus section includes brand profiles of 5 small brands that grew up using techniques similar to those outlined in this eGuide.
Branding 123 is the first in a series of 123 eGuides. 123 eGuides are designed for today’s reader who wants information in a quick, convenient, easily readable format. Each 123 eGuide is intended to provide a functional overview rather than a detailed roadmap. Every 123 eGuide always includes additional resources if the reader wants to learn more. 123 eGuides provide maximum value at minimum cost.
Review posted August 14, 2011 by Mark Didas, owner of waveSpawn (waveSpawn.com), a small technology business:
Build a breakthrough brand for the price of a coffee
A good friend and mentor of mine, Barry Silverstein, just published a new eGuide entitled Branding 123, Build a Breakthrough Brand in 3 Proven Steps. In it, Barry shares his knowledge and experience as a marketing and creative professional. The book is “designed around one thing: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.” Small business owners, in particular, will benefit from the information shared. It’s a quick read and may be the wisest investment you make in growing your business.
The book gives a thorough background and definition of branding and the influence a brand can have. Many examples are sited which help to simplify the understanding. “If a brand appeals to a consumer on both a rational and emotional level, it has a very strong chance of becoming a memorable, long-lasting brand.”
The book really does a nice job of explaining – in simple terms – the advantages and differences between establishing a company brand and a product brand. Step-by-step advice is shared on how to build your brand position, brand identity, and marketing plan. Since creating brand preference is typically one of your goals, knowing your target audience and their buying patterns is a good place to start.
I would encourage anyone looking for practical tips and strategies on strengthening their brand and/or growing their business to take a closer look at this eGuide. It is written for a wide audience of professionals – not just marketing folks.
Barry Silverstein
I am an author, blogger, brand historian and retired marketing professional.I have a background in advertising and marketing. I founded a direct and Internet marketing agency and ran it for twenty years, and I have over forty years of business experience.I have authored the following non-fiction books: World War Brands; Boomer Brand Winners & Losers; Boomer Brands; Let's Make Money, Honey: The Couple's Guide to Starting a Service Business - co-author (GuideWords Publishing); The Breakaway Brand - co-author (McGraw-Hill); Business-to-Business Internet Marketing (Maximum Press); Internet Marketing for Technology Companies (Maximum Press); and three books for small business managers in the Collins Best Practices series (HarperCollins). I have also written the following eGuides, all published by 123 eGuides: Branding 123 (Second Edition), B2B Marketing, Low Cost/No Cost Marketing 123, Product Launch 123, Sales Leads 123, and On Your Own 123.I have written two novels: The Doomsday Virus and Water's Edge.I publish a blog for Boomers (www.happilyrewired.com) and a blog for dog lovers (www.cmdog.com).
Read more from Barry Silverstein
Best Practices: Managing People: Secrets to Leading for New Managers Rating: 4 out of 5 stars4/5Best Practices: Evaluating Performance: How to Appraise, Promote, and Fire Rating: 5 out of 5 stars5/5B2B Marketing 123: A 3 Step Approach for Marketing to Businesses Rating: 0 out of 5 stars0 ratingsSales Leads 123: Generating, Qualifying, and Converting Sales Leads in 3 Proven Steps Rating: 0 out of 5 stars0 ratingsBest Practices: Motivating Employees: Bringing Out the Best in Your People Rating: 1 out of 5 stars1/5Product Launch 123: Launch a New Product or Service in 3 Proven Steps Rating: 1 out of 5 stars1/5Boomer Brands: Iconic Brands that Shaped Our Childhood Rating: 0 out of 5 stars0 ratingsBoomer Brand Winners & Losers Rating: 0 out of 5 stars0 ratingsLow Cost / No Cost Marketing 123: 3 Steps to Effective Marketing with Little or No Money Rating: 0 out of 5 stars0 ratingsWorld War Brands: World War II and the Rise of the Modern American Brand Rating: 0 out of 5 stars0 ratingsSmall Biz Trio: Three eGuides for Marketing Success Rating: 0 out of 5 stars0 ratingsOn Your Own 123: Launch a 1-Person Business in 3 Proven Steps Rating: 0 out of 5 stars0 ratingsWater's Edge Rating: 0 out of 5 stars0 ratingsThe Doomsday Virus Rating: 0 out of 5 stars0 ratingsLet's Make Money, Honey: The Couple's Guide to Starting a Service Business Rating: 0 out of 5 stars0 ratings
Related to Branding 123
Related ebooks
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity Rating: 4 out of 5 stars4/5How to Launch a Brand (2nd Edition) Rating: 4 out of 5 stars4/5Branding Fundamentals: Framework of Branding Rating: 5 out of 5 stars5/5Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands Rating: 0 out of 5 stars0 ratingsBranding Psychology How Brand Provides Intangible Benefits Overshadowing its Tangible Benefits Rating: 0 out of 5 stars0 ratingsAdvanced Branding: Effective Ways To Elevate Your Brand Rating: 4 out of 5 stars4/5Billion-Dollar Branding: Brand Your Small Business Like a Big Business and Make Great Things Happen Rating: 0 out of 5 stars0 ratingsAaker on Branding: 20 Principles That Drive Success Rating: 4 out of 5 stars4/5Bigger Than This Rating: 5 out of 5 stars5/5Branding: Starting a Business with Top Brand Strategies and Build Successful Product Rating: 0 out of 5 stars0 ratingsSpark: The Insight to Growing Brands Rating: 5 out of 5 stars5/5Brand Admiration: Building A Business People Love Rating: 0 out of 5 stars0 ratingsSimplicity Marketing: End Brand Complexity, Clutter, and Confusion Rating: 4 out of 5 stars4/5Managing Brand Equity Rating: 4 out of 5 stars4/5The Good Brand Rating: 0 out of 5 stars0 ratingsBranding a Store: How To Build Successful Retail Brands In A Changing Marketplace Rating: 3 out of 5 stars3/5The Power of Belonging: The Marketing Strategy for Branding Rating: 0 out of 5 stars0 ratingsBranding: The Fast & Easy Way To Create a Successful Brand That Connects, Sells & Stands Out From The Crowd Rating: 4 out of 5 stars4/5Brand Management Rating: 0 out of 5 stars0 ratingsThe Branding Blueprint - How To Build Your Brand Through Social Media And Content Marketing Rating: 0 out of 5 stars0 ratingsBrand Rituals: How Successful Brands Bond With Customers For Life Rating: 0 out of 5 stars0 ratingsThe Visionary Brand: The Success Formula Behind the Worlds most Visionary Brands Rating: 0 out of 5 stars0 ratingsPersonal Branding Crash Course Rating: 0 out of 5 stars0 ratingsGlobal Brand Power: Leveraging Branding for Long-Term Growth Rating: 5 out of 5 stars5/5Your Brand Is Your Business: Creating Value in Your Brands and Branding Strategy Rating: 0 out of 5 stars0 ratingsBranding to Differ: The Brand Building Handbook for Business Leaders. Rating: 0 out of 5 stars0 ratingsHow to Design and Create Your Personal Brand Rating: 4 out of 5 stars4/5
Marketing For You
Exactly What to Say: The Magic Words for Influence and Impact Rating: 4 out of 5 stars4/5The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue Rating: 4 out of 5 stars4/5Emotional Intelligence: Exploring the Most Powerful Intelligence Ever Discovered Rating: 5 out of 5 stars5/5Building a StoryBrand: Clarify Your Message So Customers Will Listen Rating: 4 out of 5 stars4/5The Millionaire Next Door Rating: 4 out of 5 stars4/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5The Best Credit Repair Manual Ever Written Rating: 5 out of 5 stars5/5The Catalyst: How to Change Anyone's Mind Rating: 4 out of 5 stars4/5Built to Last: Successful Habits of Visionary Companies Rating: 4 out of 5 stars4/5Quiet Leadership: Six Steps to Transforming Performance at Work Rating: 4 out of 5 stars4/5The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible Rating: 4 out of 5 stars4/5Invisible Influence: The Hidden Forces that Shape Behavior Rating: 4 out of 5 stars4/5Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content Rating: 4 out of 5 stars4/5The Passive Income Cheat Sheet Rating: 4 out of 5 stars4/5The Freedom Shortcut: How Anyone Can Generate True Passive Income Online, Escape the 9-5, and Live Anywhere Rating: 5 out of 5 stars5/5Pre-Suasion: A Revolutionary Way to Influence and Persuade Rating: 4 out of 5 stars4/5The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells (4th Edition) Rating: 4 out of 5 stars4/5Win In Court Every Time Rating: 5 out of 5 stars5/5Robert Cialdini's Influence: The Psychology of Persuasion Summary Rating: 4 out of 5 stars4/5The Passive Income Playbook Rating: 5 out of 5 stars5/5Wanting: The Power of Mimetic Desire in Everyday Life Rating: 0 out of 5 stars0 ratingsHow to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often Rating: 4 out of 5 stars4/5Six Figure Blogging Blueprint Rating: 5 out of 5 stars5/5INSPIRED: How to Create Tech Products Customers Love Rating: 5 out of 5 stars5/5Influencer: Building Your Personal Brand in the Age of Social Media Rating: 4 out of 5 stars4/5How to Start a Nonprofit Organization: The Complete Guide to Start Non Profit Organization (NPO) Rating: 4 out of 5 stars4/580/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Rating: 4 out of 5 stars4/5
Reviews for Branding 123
3 ratings0 reviews
Book preview
Branding 123 - Barry Silverstein
Branding 123
Build a Breakthrough Brand
in 3 Proven Steps
Barry Silverstein
Third Edition
A 123 eGuide
Published by 123 eGuides
Distributed by Smashwords
Copyright 2021, Barry Silverstein. All rights reserved.
Smashwords Edition, License Notes
This eGuide is licensed for your personal enjoyment only. This eGuide may not be resold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
Note: All trademarks and registered trademarks are the property of their respective owners. All web links are current as of publication. The author is not responsible for links that may have changed or for content on unaffiliated websites.
Table of Contents
The Starting Line: Branding Basics
1: Build Your Brand Position
2: Build Your Brand Identity
3: Build Your Brand Marketing Plan
The Finish Line: Take Action!
Bonus: 5 Small Brands that Grew Up
About the Author
About 123 eGuides
The Starting Line
Branding Basics
Today’s biggest challenge for any brand – a company, a product, or a service – is differentiation. Thousands upon thousands of brands compete for attention in a marketing environment that is glutted with glitz and over-promises. For smaller brands with modest budgets, it is especially difficult to get noticed.
Still, it is possible for even a smaller brand to differentiate itself and break through the clutter. The same branding principles employed by world-class marketers can be applied to any company, large or small, or any product or service. You may be marketing a small brand, but you have to think like a big brand marketer.
Big brand marketers spend time thinking about their brands in a number of ways. They think about:
BRAND AWARENESS – how to make their brand stand apart from their competition.
BRAND PERSONALITY – the characteristics of their brand that make it different, unique, and special.
BRAND PREFERENCE – the attributes they can give their brand so that potential customers prefer their brand over another.
BRAND LOVE – Ultimately, that’s what they want from a customer… the feeling that the customer loves the brand so much, they’ll keep purchasing it and recommend it to others.
Small brands need to think about these things as well.
This eGuide will give you a jump start in building your brand from the ground up. It is designed with one thing in mind: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.
Before we get started, let’s cover some branding basics.
What is a Brand?
Contemporary brands probably got their start with the Industrial Revolution. Once products were mass produced, it became more important to distinguish one product from another, and one manufacturer from another, especially if a product had competition.
A good example of this is Coca-Cola, invented in 1886, and Pepsi-Cola, invented in 1893. These products were very similar: They were brown colored, sweet flavored carbonated water with brand names that sounded alike. In the early days, even the typeface used to represent the products looked alike. (By the way, here’s an interesting historical note: The soft drink Dr. Pepper was actually concocted in 1885, a year before Coca-Cola was invented. But obviously, this brand did not have the same breakthrough qualities as Coca-Cola, which became and still remains the leading soft drink brand.)
From the earliest days, Coca-Cola was regarded as the original
cola and attempted to distinguish its brand from Pepsi-Cola, at first by creating a uniquely shaped bottle. Even today, Coke
and Pepsi continue to battle it out as the Number 1 and Number 2 cola brands. In the branding arena, this huge fight has often been called the Cola Wars.
Remarkably, Coke continues to be the category leader, as well as one of the most valuable brands in the world. It certainly helped that Coca-Cola was the original cola brand in the market – but their brand superiority is also the result of cultivating a strong brand image from the very beginning.
Today, the number of company and product brands is overwhelming. Tens of thousands of new consumer products are introduced each year. While some of them might be brand extensions
– new products, but with the same brand name as an already existing product – many of them are given brand new brand names.
So a brand can be either a company name, like Apple, for example, or a product name, like iPhone. Sometimes the company brand name and the product brand name are the same, as in Coca-Cola (the company) and Coca-Cola (the product). But just as often, the product brand name becomes a kind of super-brand,
the core of a series of brand names that might be called sub-brands. For Coca-Cola, its sub-brands include Diet Coke, Caffeine-Free Coke, Coca-Cola Cherry, Coca-Cola Vanilla, and Coke Zero. Some of these brand names remain, some names are retired, and other names are added as new products come on the market. Brands and their sub-brands must remain agile and flexible to keep up with changing tastes and contemporary times.
A brand can be represented by the name alone, but more often than not it is represented by a distinctive type treatment (logotype), or a graphic symbol (logo or mark). When a brand is marketed in a particular way that draws attention to it, it can achieve brand awareness – it is recognized by people – and it can develop a brand image – a way in which people perceive the brand (which could be good, bad, or indifferent).
High brand awareness and a very positive brand image may result in brand preference – that’s when a consumer prefers or picks one brand over another. Sometimes high brand awareness and a positive brand image can also result in a brand becoming a category leader – it becomes the top brand in a particular category, determined either by market share or by consumer brand preference. Once a brand is a category leader, it is often difficult for it to be unseated by a challenger.
People Think and Feel About Brands
This is an important concept in building a breakthrough brand: brands have both rational and emotional appeal. People think about brands (rational side), but they also have feelings about brands (emotional side).
The rational aspect of a brand is the part of the brand that appeals to a consumer’s rational mind – the brain, the head, the thought process, whatever you want to call it. The emotional aspect of a brand is the part of the brand that appeals to a consumer’s emotions – that person’s heart and soul – how that person feels
about a brand. While the rational side offers sound arguments for brand adoption, often it is the emotional side of a brand that most influences brand preference.
If a brand appeals to a consumer on both rational and emotional levels, it has a very strong chance of becoming