Let’s face it, marketing can be hard! In each marketing blog post, we hope you’ll find the information you need for your business marketing success.
Launching a New Business: Unique Ways to Announce Your New Venture
After months of planning and preparation, you’re ready to launch your new business and make your new business announcement. Now you need to focus on bringing in customers and developing a loyal foundation. That’s easier said than done. Is print advertising worth the money? Will online advertising bring in enough local customers? With seemingly endless…
What is a Brand Book?
What is a Brand Book? Why do I need a Brand Book? What goes into a Brand Book? All of these are legitimate questions that many marketers struggle with. At its core, a Brand Book is an integral element to a well-functioning brand. It’s about articulating the elements of your brand in a concise and…
The Power of the Brand Narrative in the Brand Book
There is considerable power in a brand narrative, as a brand building strategy for aligning stakeholders and creating consistent messaging. In my experience, a good brand narrative is the superior force multiplier – and storytelling branding is profoundly influential. This is because people naturally want to be part of something bigger, they want to matter,…
5 Things You Must Do as a Brand Manager
Being a Brand Manager in today’s world isn’t easy. But it’s one of the most important jobs that exists in the Marketing Department — if not the Company. The reason is, the Brand Manager is the first and last line of defense for the brand. To successfully fulfill your duties as Brand Manager, these are…
4 Critical Components to Successful Brand Management
Brand Management can cause all but the most serious marketing professionals to blanch. Mostly because the phrase “Brand Management” sounds like an obscure, highly technical body of knowledge. To make matters worse, the normal online resources for learning about a concept do a poor job explaining what it is. But the reality is that successful…
The Secret to a Great Brand is Just One Thing
Know what the secret to a great brand is? One thing – just one thing. Focusing on one thing when branding for nonprofits is admittedly the hardest part of creating an amazing brand. The trick, as Jack Palance in “City Slickers” reveal, is figuring out what your “One Thing” is. It’s going to take discipline…
Creating a Brand in a Tough Economic Environment
I don’t have to tell you that the economy in the last few years has been tough for a brand. We’ve all lived through it, and if you’re still in business you’ve figured out how to survive in this economic environment, it was probably a combination of intention, a little luck, and a strong brand position.…
Brand Book Rules (or brand dos and don’ts)
An inevitable section of every Brand Book is the “Rules” section. This is the section of the brand book where you spell out, in excruciating detail, the dos and don’ts of portraying your brand imagery. It’s primarily used by your marketing partners, but the group that will need this section of the brand book the…
Writing the Brand Manifesto and Brand Tagline for the Brand Book
Now that you’ve had the opportunity spend some time getting acquainted with your Brand for your Brand Book, it’s time to roll up your sleeves and write (or include) your Brand Manifesto and Tagline. (If you’ve been following Finding Brand for awhile now, you might recall me addressing manifestos before in The Secret Sauce.) The…
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 of building a Brand Book. Brand Personality starts to breathe life into the brand, making…
What’s the Difference: Brand Book vs. Brand Guidelines vs. Brand Bible vs. Identity Guidelines
A brand book or brandbook, or brand bible, brand guidelines, or identity guidelines is essential for businesses to maintain a consistent and strong brand identity. Beautiful brand books serve as a comprehensive guide that outlines the brand’s visual and messaging standards, ensuring that all brand elements are used coherently and effectively across various platforms. Creating…
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 we settled on the following keywords: imagination, friend, joy, clean, charity, children, dream, chubby, bathtime, and…
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 for the Brand Book Copy the text you wrote for the brand book on the…
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 brand guardians searching the web for every unauthorized mention, and being both iconic and well-known.…
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, and it’s obvious that there is a significant need for a brand guidelines template. The…
How are You Better than Your Competition?
I don’t care what industry you’re in when you look at the landscape of those businesses that do what you do; you compare your business to the work that they do. And you have opinions about their work – either you respect it, or you don’t. But the thing is, you know how your business…
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 books myself, I have to say — this is the brand book I always wished…
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 with, and advance, the storyline. They don’t pursue irrelevant tangents, and each paragraph and chapter…
Brand Marketing: Service. Community. Value. Substance.
As usual, brand marketing is almost always on my mind, and as I was watching this exceptional TedxPennQuarter video by David Armano and David flashed a slide up that said: Service. Community. Value. Substance. While David was talking about social communities, the reality is he also published the recipe for creating an amazing brand and a successful business.…
Buzz Marketing Ideas for Branding
Branding is about being memorable and creating buzz marketing. There are lots of ways to do it; you just have to get creative. Here are some buzz marketing ideas to get you started Why not work out a deal with a local coffee stand to hand out a discount card to your customers for their product?…
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