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The Brand Book: An insider's guide to brand building for businesses and organizations - Paperback | Diverse Reads

The Brand Book: An insider's guide to brand building for businesses and organizations

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The Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.

ISBN-13: 9781529420173

Media Type: Paperback

Publisher: Laurence King Publishing

Publication Date: 10-11-2022

Pages: 232

Product Dimensions: 5.75(w) x 7.85(h) x 1.15(d)

Daryl Fielding has held senior roles in marketing, media and advertising. She has created new brand strategies across many categories, from Dove to Cadbury to Vodafone, and is a recognized speaker on brands and marketing leadership. She currently runs The Marketing Academy Foundation, a charity enabling young people from challenging backgrounds to follow in her marketing footsteps to a fulfilling and fun career.

Table of Contents

Introduction 004

Why this book? 004

Who is this book for? 005

Part 1 Strategy 006

What is a brand and why do brands matter? 010

Positioning your brand 019

Ways to devise your strategy 029

Who are your customers and what do they do? 040

What makes your customers tick? 050

What makes your brand different? 061

What gives your brand the right to win? 074

Connecting the brand with the wider world 084

What does your brand have to offer overall? 091

Crafting your manifesto and socking it to the organization 101

Part 2 Execution 111

What should your brand be called? 114

What should your brand do and not do? 123

What should your brand look like? 131

What should your brand's tone and manner be? 145

What should your brand smell, taste, feel and sound like? 153

Aligning your product and service design with the brand 163

How should you package your brand? 176

How to keep all this together once you've figured it out 188

Part 3 Examples 192

Great brands and why I love them Method, Dove, Loaf, Google, Dolce&Gabbana, Apple, Nike, Land Rover, Microsoft

Part 4 Branding toolkit 205

Templates for strategies and execution:

Customer definition and insight 206

Competition and differentiation 208

Right to win 210

Cultural context 212

Brand theme and manifesto 214

Brand behaviour 216

Visual equities 218

Sensory equities 222

Tone and manner 224

Product DNA 226

Index 228

Picture credits 231

Further reading and acknowledgements 232