Articulate the Brand Personality for the Brand Book

Now that we've created our list of keywords and established the relationship between them, it's time for our next step in how to make a Brand Book and create our brand personality. Articulating your Brand Personality is an integral component...
Read More about Articulate the Brand Personality for the Brand Book

Identify Your Brand Essence

Once you've identified your keywords for your brand and brand book, it's important to both test them, and to demonstrate their relationship with regard to your brand position to create your brand essence. You'll recall from our last post that...
Read More about Identify Your Brand Essence

Identify Your Brand Position by Using Brand Keywords

With your Brand's history complete with the brand book, it's time to start distilling the keywords for your brand. If you haven't done this exercise yet, a Word Cloud is an excellent way to tease them out. Identify Brand Keywords...
Read More about Identify Your Brand Position by Using Brand Keywords

Brand History: Start at the Beginning of the Brand Book

As I mentioned in the last post, we're going to be building our sample Brand Book on the Rubber Duckie Brand. The reasons for choosing this brand over any other are varied but include being a "duck," not having vigilant...
Read More about Brand History: Start at the Beginning of the Brand Book

The Heavens Parted and Delivered the Brand Book

In December, I wrote a quick blog post called "Does Your Brand have a Brand Book?" in response to The Santa Brand Book from Quietroom. Since then, that post has been the most frequently visited post on the Finding Brand Blog,...
Read More about The Heavens Parted and Delivered the Brand Book

Cause Marketing for Brands

How many times has a news story broken that reveals a profound injustice? Too often I'd argue. If you're not an Auburn fan (or you don't know one) you may not have heard about the poisoning of the trees at Toomer's...
Read More about Cause Marketing for Brands

Does Your Brand Have a Brand Book?

I'm not quite sure how I came across this hilarious post today from The Quietroom about their Santa brand book, but I'm glad I did -- for several reasons. First (and most obviously) it's hilarious! Having written some of these brand...
Read More about Does Your Brand Have a Brand Book?

Selling Your Brand Internally

One of the most important places to spend time and energy “selling” your brand is internally. There is no audience that is more important to have completely understand and believe your brand position. The reason should be obvious, of your...
Read More about Selling Your Brand Internally

What’s Your Brand Story?

From start to finish, a well-executed brand is really just about telling a good story. Well-written stories are fairly predictable in their format, they have a beginning, middle, and end. The pieces of the story that are being told are consistent...
Read More about What’s Your Brand Story?

Fun Marketing Campaigns Can Make Your Brand Memorable

What's your claim to fame? How is your brand memorable in your community? Are you the go-to business for sponsoring non-profits either monetarily or with volunteers? Do you have a big annual blow-out sale? Do you get wacky at Halloween...
Read More about Fun Marketing Campaigns Can Make Your Brand Memorable

What does your brand position say?

Let's start with the basics, what is a brand position? Your brand is the space your business occupies in the business world. It can be friendly, open, full of hope and aspiration. It can also be sloppy, uncoordinated, and unimpressive...
Read More about What does your brand position say?