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.
150th Finding Brand Post and a Big Announcement!
Can you believe it? This is the 150th post of the Finding Brand blog! What a ride it’s been. When I started the Finding Brand Blog, it was with the intention of demystifying marketing and branding. I think this blog has been successful in that endeavor. And throughout the years, you’ve shared with me what…
Your Brand is About Emotion
I know I’ve talked about it in the past, but it bears repeating, your brand is entirely about evoking an emotional response…we buy from brands we like. In fact, if your brand invokes anything less than passion, you’re missing the mark and that means you’re missing opportunity. While I work with, and talk about, this…
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…
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…