Brand Yourself: A no-nonsense brand toolkit for small businesses

by Lucy Werner, Hadrien Chatelet

Overview

***BUSINESS BOOK AWARDS 2022 SHORTLISTED TITLE***

Brand Yourself walks you through everything you need to know about creating a business brand, from brand strategy to picking out fonts, building your personal brand and affordable creative tips to make an impact with your business. Packed with practical exercises, examples and industry hacks and supported by an extensive interactive playbook online, this is the essential guide for business owners on a budget. Build a brand that stands out and that connects with the people you want to reach.

Lucy Werner is founder of The Wern, a PR and branding consultancy, She is also author of the bestselling Hype Yourself and a publicity expert who is a speaker, lecturer and course creator.

Hadrien Châtelet is the creative director of The Wern and leads the design arm of the business. He is also cofounder of Lucy’s two children and they work together in their garden in east London.

Together they have over 30 years’ industry experience and have taught thousands of entrepreneurs how to stand out and find success.

Product Details

ISBN-13:	9781788602730
Publisher:	Practical Inspiration Publishing
Publication date:	09/07/2021
Pages:	216
Product dimensions:	5.50(w) x 8.50(h) x 0.62(d)

About the Author

Lucy Werner is the founder of The Wern, a boutique consultancy for publicity & design. She has 17—years publicity experience both inhouse and for some of London’s top agencies. In May 2021, she created HypeYourself.com an online DIY PR & brand platform for small businesses. She has written a best—selling book Hype Yourself and her second book Brand Yourself is available for pre—order now, written with the co—founder of her two children and creative director Hadrien Chatelet.

She has worked with hundreds of creative entrepreneurs and teaches on all things publicity for spaces such as Cass Business School, Hatch Enterprise, UAL, Courier magazine and Second Home.

Hadrien Chatelet is Creative Director of The Wern, a PR & design business for small business. As well as launching the strategic branding and design arm of the agency, he is developing a range of FREE tools, DIY products and one—to—one coaching.

From literally being caught red—handed and commissioned on the spot to create street art for (Agnes—B) a fashion brand in France, to cutting his teeth in London as a junior designer for a wallpaper company. Hadrien has a wealth of experience across the design, art and branding world. His most recent role saw him build and manage the creative department for the European Marketing division of Endeavor.
Hadrien is an advocate for shared parental leave and his desire to share the parental load is a contributing factor to him becoming a co—founder with his partner. They work from a garden office in Hackney. When not making things beautiful visually he also bends your ear with French electro/techno mixes under his DJ alter ego Kiki With Love.

Table of Contents

Introduction xi

Branding with purpose xiv

How will this book help you? xv

1 How to Compile Your Brand Strategy 1

What is branding exactly? What isn't it? 3

Brand strategy 5

Competitor research 6

Values 10

Vision 17

Mission 19

Purpose 21

Audience mapping 26

Brand behaviour 30

Chapter summary 34

2 How to Build Your Brand Toolkit 35

Visual branding 37

Mood board 37

Colours 43

Fonts 49

Graphics, illustrations and images 59

Logo 70

Other branding decisions 75

Diversity and inclusion 75

Legal and ethical considerations 84

Copyright and plagiarism 86

Editorial guidelines 90

Chapter summary 96

3 Personal Brand 99

Discover your personal brand 102

Link your personal brand strategy to your business brand 103

Designing your personal brand 106

News 107

Features 110

Comment and opinion 113

Personal branding photography 116

Fun/AOS 123

Personal brand in the wild 126

Social media 129

How to get personal branding right 131

Chapter summary 133

4 Low Budget for Bio Impact 135

Maximizing your brand 137

Office branding 138

Business cards 140

Prompt cards 142

Brand collaboration 144

Eco/sustainable design 147

Accessible design for blind and visually impaired consumers 149

Surprise and delight 151

Brand merch 153

Quirky uses of brands brought to life 155

The best of the rest 157

Chapter summary 159

5 How to Brief Your Brand 161

When and how to work with external brand support 162

When should I hire a branding agency? 162

What should I know before reaching for help? 164

How do I find the right designer? How do I know if someone is good? 164

What is the best way to work with a designer or creative? 166

Is it expensive? 167

Do I need to go to different people for website, logo, book cover design, social media banners, etc.? 168

How do I quantify spending on my brand? 168

Who are the different branding people I might work with? 170

What do I put in a brief? 175

How do I work with a printer? 176

Chapter summary 181

6 Brand On! 183

Key terms 187

Useful resources 193

Recommended reading 195

Acknowledgements 197