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:	9781788602754
Publisher:	Practical Inspiration Publishing
Publication date:	09/06/2021
Sold by:	Barnes & Noble
Format:	eBook
Pages:	216
File size:	3 MB

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

Intro

Who are we tell you about branding?

What is branding?

What branding is not?

Why do you need a book on branding?

How will this book help me?

Chapter One:

Competitor Research

Who you are?

Vision

Mision

Purpose

How you behave

Audience Mapping

Chapter Two

Moodboard

Colours

Fonts

Images

Diversity & Inclusion

Legal

Chapter Three

Why to use a personal brand

How to define your personal brand

Ways to amplify your personal brand

Personal branding done well

Personal branding warnings

Chapter Four

Brand in the office

Business cards

Prompts cards

Creative brands

Brand collabs

Surprise and Delight

Business books

Podcasts

Merch

Chapter Five

When to hire a branding agency

What to put in a brief

How to find the right agency

How to budget

How to work with a printer

Resources

What People are Saying About This

From the Publisher

‘I speak to so many people who have a vague understanding of branding. They know it’s important and that it’s “more than just a logo” but the terrifying process of working out who you are, what you stand for and how to convey your “everything” to the outside world, is a chore that most small businesses never fully complete. I think the main reason for this is because there has never been a real blueprint to follow, until now. Lucy and Hadrien have demystified the process of creating a strong identity. Follow the steps in this book and your brand will begin working for you while you sleep; by attracting the exact audience you wish to serve.’
David Speed, host of Creative Rebels podcast and artist

‘As a former CMO I can tell you that in spite of the millions spent on “branding” the majority of the industry consists of expensive so-called “experts” whose aim is to take a relatively simple thing and make it intimidating and complicated. In Hype Yourself, Lucy took the PR industry and broke it down in a simple, easy to understand manner that any founder could apply to their business. Now with Hadrien alongside, they’ve done the same with Brand Yourself, holding your hand as you get your brand strategy sorted, show you how to create a killer brand toolkit and how to spend smartly to make your brand famous. It’s everything you need without the million dollar price tag attached.’
Jeff Taylor, founder and Editor in Chief, Courier

‘The Wern is a wealth of inspiration and knowledge for small businesses and brands from all walks of life. Lucy and Hadrien truly understand what it takes to create an irresistible brand. From the visual aspects, all the way to the core of what you stand for as an individual, your brand is a kaleidoscope of parts that work perfectly together. A must-have for every entrepreneur out there.’
Fab Giovanetti, marketing consultant, CEO and author of Reclaim Your Time Off

Lucy and Hadrien are a tour-de-force in the small business world. Lucy has taken PR and made it hyper-relevant for modern small businesses who want to make a serious commercial impact with their campaigns. But it is only when you layer in Hadrien's vivacious branding mind that you get something truly revolutionary. The combination of their mutually deep understanding of how to build a brand that not only looks good but also speaks to its customers is unique and incredibly effective. Having worked with them both independently and together, I couldn't think of a better duo to bring this book to life. The book, however, speaks for itself.
Albert Azis-Clauson
CEO & Co-Founder | UnderPinned

Editorial Reviews

Easy to read, full of practical advice, and supported by a wealth of online resources. Whether you're just starting out or looking to revamp your existing brand, this book is an invaluable resource.

— Netgalley

[A] really practical and useful little book aimed at startup businesses in the early stages.
There’s how to compile your brand strategy, build your brand (including my fave - mood boards), your personal brand and oodles of budget ways to promote and get your brand noticed.
I felt the warmth of the authors through the book. Let’s face it, business can be scary and this book sort of feels like a hand-hold.

— Amazon

I started my business 18 months ago and this book has been so valuable in teaching me how to create a brand strategy to move forward...For me, Brand Yourself will not be a one time read - I can see myself gaining more from it a second/third time round and it will also be useful to re-address my brand strategy in future...Overall, a valuable book that I am really pleased I purchased.

— Amazon

This is just an unbeatable resource for anyone looking to launch or rebrand a small business. There’s so much expertise, and an accompanying workbook that you can work through with a team...I wish I could give one to every small biz owner!— Amazon

Thank you so so much for your brilliant book...I’ve just finished it and all the generous and insightful advice has really encouraged and educated me. Your clear and thoughtful way of explaining a daunting specialist subject to a timorous newbie like me is so refreshing and uplifting.
Anything’s possible now!

— Amazon

I bought this book after getting into a bit of a spiral about my business and myself. I was confusing my own personality with my company, for example, using my favourite colours rather than the colours which represent the emotions I want my audience to feel. This book helped solve all of these challenges for me and very easily and quickly came to a new vision which I cannot wait to activate. Thank you!— Amazon

I have a very well thumbed copy of Hype Yourself, the previous book by Lucy Werner. So when I saw she was writing Brand Yourself alongside Hadrien Chatelet, I knew it would be good. But good is an understatement.
I am no beginner when it comes to branding and working with brands, but this book explains everything in simple language and demystifies the jargon used by so many others. It will be invaluable to me when working with clients and explaining why their branding needs to be sorted before we tackle other areas.
A real gem of a book - a must read for anyone creating, refreshing or reviewing a brand.

— Amazon

Brilliant! Much-needed branding basics for anyone who is freelance or runs a small business. Really practical so you come away actually taking action instead of just reading aimlessly. Loved it!— Amazon

Essential reading for all small business owners.
Finally some industry insights that cut the BS and tell you exactly what you need to know. I can’t stop raving about this book to all the small biz owners I meet. Grab a copy, you won’t regret it.

— Amazon

This book was INCREDIBLY helpful to me as a beginning graphic designer. I specialize in logo work and although my creative, artistic brain can often get me started, I often struggle to put my ideas in fresh, innovative ways to help a brand come to life. I love how structured this book was and it is incredibly easy to understand. A must-read for anyone starting off in branding!

— NetGalley

This is a short book but that does exactly what it says. It gives you help and advice on creating a brand for a small business and there's lots of exercises to help you get that done. I have a small etsy shop and the book gives some interesting insight on the differences between a brand and simply having some colours & a logo. I've learnt a lot from it. A really good book— NetGalley

From the Publisher

2022 BUSINESS BOOK AWARDS, Short-listed