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    Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition
    Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition
    Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition
    Ebook107 pages1 hour

    Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition

    By Barry Silverstein

    4.5/5

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    About this ebook

    This updated and revised Third Edition of this authoritative eGuide offers small businesses with fledgling brands the opportunity to apply proven strategies and techniques used by the big guys. Branding expert Barry Silverstein, co-author of The Breakaway Brand (McGraw-Hill), provides readers with a comprehensive yet simple plan to follow so they can (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Specific examples and a wealth of additional resources are included. Written clearly and concisely, Branding 123 has everything you need to build a breakthrough brand. A Bonus section includes brand profiles of 5 small brands that grew up using techniques similar to those outlined in this eGuide.

    Branding 123 is the first in a series of 123 eGuides. 123 eGuides are designed for today’s reader who wants information in a quick, convenient, easily readable format. Each 123 eGuide is intended to provide a functional overview rather than a detailed roadmap. Every 123 eGuide always includes additional resources if the reader wants to learn more. 123 eGuides provide maximum value at minimum cost.

    Review posted August 14, 2011 by Mark Didas, owner of waveSpawn (waveSpawn.com), a small technology business:

    Build a breakthrough brand for the price of a coffee

    A good friend and mentor of mine, Barry Silverstein, just published a new eGuide entitled Branding 123, Build a Breakthrough Brand in 3 Proven Steps. In it, Barry shares his knowledge and experience as a marketing and creative professional. The book is “designed around one thing: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.” Small business owners, in particular, will benefit from the information shared. It’s a quick read and may be the wisest investment you make in growing your business.

    The book gives a thorough background and definition of branding and the influence a brand can have. Many examples are sited which help to simplify the understanding. “If a brand appeals to a consumer on both a rational and emotional level, it has a very strong chance of becoming a memorable, long-lasting brand.”

    The book really does a nice job of explaining – in simple terms – the advantages and differences between establishing a company brand and a product brand. Step-by-step advice is shared on how to build your brand position, brand identity, and marketing plan. Since creating brand preference is typically one of your goals, knowing your target audience and their buying patterns is a good place to start.

    I would encourage anyone looking for practical tips and strategies on strengthening their brand and/or growing their business to take a closer look at this eGuide. It is written for a wide audience of professionals – not just marketing folks.

    LanguageEnglish
    PublisherBarry Silverstein
    Release dateJul 28, 2011
    ISBN9781466061255
    Branding 123: Build a Breakthrough Brand in 3 Proven Steps - Third Edition
    Author

    Barry Silverstein

    I am an author, blogger, brand historian and retired marketing professional.I have a background in advertising and marketing. I founded a direct and Internet marketing agency and ran it for twenty years, and I have over forty years of business experience.I have authored the following non-fiction books: World War Brands; Boomer Brand Winners & Losers; Boomer Brands; Let's Make Money, Honey: The Couple's Guide to Starting a Service Business - co-author (GuideWords Publishing); The Breakaway Brand - co-author (McGraw-Hill); Business-to-Business Internet Marketing (Maximum Press); Internet Marketing for Technology Companies (Maximum Press); and three books for small business managers in the Collins Best Practices series (HarperCollins). I have also written the following eGuides, all published by 123 eGuides: Branding 123 (Second Edition), B2B Marketing, Low Cost/No Cost Marketing 123, Product Launch 123, Sales Leads 123, and On Your Own 123.I have written two novels: The Doomsday Virus and Water's Edge.I publish a blog for Boomers (www.happilyrewired.com) and a blog for dog lovers (www.cmdog.com).

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      Book preview

      Branding 123 - Barry Silverstein

      Branding 123

      Build a Breakthrough Brand

      in 3 Proven Steps

      Barry Silverstein

      Third Edition

      A 123 eGuide

      Published by 123 eGuides

      Distributed by Smashwords

      Copyright 2021, Barry Silverstein. All rights reserved.

      Smashwords Edition, License Notes

      This eGuide is licensed for your personal enjoyment only. This eGuide may not be resold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      Note: All trademarks and registered trademarks are the property of their respective owners. All web links are current as of publication. The author is not responsible for links that may have changed or for content on unaffiliated websites.

      Table of Contents

      The Starting Line: Branding Basics

      1: Build Your Brand Position

      2: Build Your Brand Identity

      3: Build Your Brand Marketing Plan

      The Finish Line: Take Action!

      Bonus: 5 Small Brands that Grew Up

      About the Author

      About 123 eGuides

      The Starting Line

      Branding Basics

      Today’s biggest challenge for any brand – a company, a product, or a service – is differentiation. Thousands upon thousands of brands compete for attention in a marketing environment that is glutted with glitz and over-promises. For smaller brands with modest budgets, it is especially difficult to get noticed.

      Still, it is possible for even a smaller brand to differentiate itself and break through the clutter. The same branding principles employed by world-class marketers can be applied to any company, large or small, or any product or service. You may be marketing a small brand, but you have to think like a big brand marketer.

      Big brand marketers spend time thinking about their brands in a number of ways. They think about:

      BRAND AWARENESS – how to make their brand stand apart from their competition.

      BRAND PERSONALITY – the characteristics of their brand that make it different, unique, and special.

      BRAND PREFERENCE – the attributes they can give their brand so that potential customers prefer their brand over another.

      BRAND LOVE – Ultimately, that’s what they want from a customer… the feeling that the customer loves the brand so much, they’ll keep purchasing it and recommend it to others.

      Small brands need to think about these things as well.

      This eGuide will give you a jump start in building your brand from the ground up. It is designed with one thing in mind: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.

      Before we get started, let’s cover some branding basics.

      What is a Brand?

      Contemporary brands probably got their start with the Industrial Revolution. Once products were mass produced, it became more important to distinguish one product from another, and one manufacturer from another, especially if a product had competition.

      A good example of this is Coca-Cola, invented in 1886, and Pepsi-Cola, invented in 1893. These products were very similar: They were brown colored, sweet flavored carbonated water with brand names that sounded alike. In the early days, even the typeface used to represent the products looked alike. (By the way, here’s an interesting historical note: The soft drink Dr. Pepper was actually concocted in 1885, a year before Coca-Cola was invented. But obviously, this brand did not have the same breakthrough qualities as Coca-Cola, which became and still remains the leading soft drink brand.)

      From the earliest days, Coca-Cola was regarded as the original cola and attempted to distinguish its brand from Pepsi-Cola, at first by creating a uniquely shaped bottle. Even today, Coke and Pepsi continue to battle it out as the Number 1 and Number 2 cola brands. In the branding arena, this huge fight has often been called the Cola Wars. Remarkably, Coke continues to be the category leader, as well as one of the most valuable brands in the world. It certainly helped that Coca-Cola was the original cola brand in the market – but their brand superiority is also the result of cultivating a strong brand image from the very beginning.

      Today, the number of company and product brands is overwhelming. Tens of thousands of new consumer products are introduced each year. While some of them might be brand extensions – new products, but with the same brand name as an already existing product – many of them are given brand new brand names.

      So a brand can be either a company name, like Apple, for example, or a product name, like iPhone. Sometimes the company brand name and the product brand name are the same, as in Coca-Cola (the company) and Coca-Cola (the product). But just as often, the product brand name becomes a kind of super-brand, the core of a series of brand names that might be called sub-brands. For Coca-Cola, its sub-brands include Diet Coke, Caffeine-Free Coke, Coca-Cola Cherry, Coca-Cola Vanilla, and Coke Zero. Some of these brand names remain, some names are retired, and other names are added as new products come on the market. Brands and their sub-brands must remain agile and flexible to keep up with changing tastes and contemporary times.

      A brand can be represented by the name alone, but more often than not it is represented by a distinctive type treatment (logotype), or a graphic symbol (logo or mark). When a brand is marketed in a particular way that draws attention to it, it can achieve brand awareness – it is recognized by people – and it can develop a brand image – a way in which people perceive the brand (which could be good, bad, or indifferent).

      High brand awareness and a very positive brand image may result in brand preference – that’s when a consumer prefers or picks one brand over another. Sometimes high brand awareness and a positive brand image can also result in a brand becoming a category leader – it becomes the top brand in a particular category, determined either by market share or by consumer brand preference. Once a brand is a category leader, it is often difficult for it to be unseated by a challenger.

      People Think and Feel About Brands

      This is an important concept in building a breakthrough brand: brands have both rational and emotional appeal. People think about brands (rational side), but they also have feelings about brands (emotional side).

      The rational aspect of a brand is the part of the brand that appeals to a consumer’s rational mind – the brain, the head, the thought process, whatever you want to call it. The emotional aspect of a brand is the part of the brand that appeals to a consumer’s emotions – that person’s heart and soul – how that person feels about a brand. While the rational side offers sound arguments for brand adoption, often it is the emotional side of a brand that most influences brand preference.

      If a brand appeals to a consumer on both rational and emotional levels, it has a very strong chance of becoming

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