Launching & Building a Brand For Dummies

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