Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru

by Simon Middleton

Overview

You don't need a marketing degree or intensive training to build an attention-grabbing brand; you just need this book - and 30 days.

Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises. How you work through the book is up to you, the result will be the same: an authentic, compelling, and highly distinctive brand that will attract and engage customers and fans. You will learn how to:

• Establish your brand values and positioning
• Get the all-important name right
• Bring your brand to life
• Turn your customers into your advocates
• Manage your PR and use your marketing budget wisely
• Inspire your staff to live the brand too
• Deal with problems when something goes wrong

Branding isn't about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business.

'Passionate and persuasive, Simon Middleton has a natural instinct for uncovering the Wow! factor in every brand.' Dawn Gibbins MBE, Veuve Clicquot Business Woman of the Year and Star of Channel 4's The Secret Millionaire

Product Details

ISBN-13:	9781907312427
Publisher:	Wiley
Publication date:	05/24/2010
Pages:	368
Product dimensions:	6.70(w) x 8.20(h) x 0.90(d)

About the Author

Simon Middleton, The Brand Strategy Guru, is a leading specialist brand consultant. His work has included brand strategy and campaigns for companies like Deloitte, Barclays, British Airways, Norwich Union, Denplan, pharmaceutical giant Merial, and Britain's best known sandwich chain, Pret A Manger. He has also advised numerous charities on their specific brand strategy, including St John Ambulance, the Anthony Nolan Trust and Comic Relief.
Simon presents master classes and keynotes all over the world and is a regular commentator on all things 'brand' for the BBC, Sky News and Five News among others. His TV series The Brand Effect is the first in-depth look at brands and branding on British television.

Read an Excerpt

Click to read or download

Table of Contents

Introduction

Day 1 What your brand is and what your brand isn't

Day 2 Your brand benchmark test

Day 3 Finding your authentic purpose

Day 4 Ambition and desire: what do you actually want from this?

Day 5 From personal ambitions to rational intent: brand strategy

Real Brand Story: bpha

Day 6 Talent: recognizing it and developing it

Day 7 Establishing your brand values

Real Brand Story: Adnams

Day 8 Putting your brand in context: finding out what's out there

Day 9 and 10 Use your imagination

Real Brand Story: BeWILDerwood

Day 11 Who don't you want to sell to?

Day 12 Exploring your brand through the six-legged spider

Day 13 Refining your unique brand essence

Day 14 Understanding brand 'positioning'

Real Brand Story: Bray's Cottage Pork Pies

Day 15 Creating the narrative

The Expert View: Tracy Kenny, Aviva

Day 16 Your brand name: how to get it right and how to avoid pitfalls

Real Brand Story: Voluntary Norfolk

Day 17 Creating the internal brand positioning statement

Day 18 Shaping the external brand positioning line

Real Brand Story: Anthony Nolan

Day 19 Nurturing your greatest resource: you

Day 20 Do-it-yourself media relations

The Expert View: Gordon Maw, MAW Communications

Real Brand Story: Jess Morgan

Day 21 How not to waste your advertising budget

The Expert View: Chris Murphy, Chairman, balloon dog

Day 22 Making your brand come alive online

The Expert View: Mark Cook, Marketing Director, Further Search Marketing

The Expert View: Stephanie Diamond, President, Digital Media Works, Inc.

The Expert View: Fiona Ryder, Chief Executive Officer, StreamExchange

Day 23 A brilliant brand at every touch-point

Real Brand Story: Mr. Site

Day 24 Design matters

The Expert View: Scott Poulson, founder of Special Design Studio

Day 25 Your personal brand behaviour

Day 26 How to get your staff to live your brand

The Expert View: Caroline Rust, owner of WorkShopsWork

Day 27 Why cheaper isn't always better

Day 28 What to do when your brand gets things wrong

Day 29 Brand extension: opportunities and dangers

Real Brand Story: What makes Pret special?

Day 30 Next steps

My Real Brand Story: Hemsby & Newport

References and further reading

Real Brand Story and Expert View Contributors

Brand Strategy Guru Speaking and Consultancy