Table of Contents
Preface – A multimillion dollar education
1. Introduction
1.1. Sh*tstained cows don’t sell
1.2. How your brand creates value
1.3. Why brands are so powerful
1.4. Why another book on branding?
1.5. Why build it yourself?
1.6. How to use this book
2. The brand building process
2.1. Introduction
2.2. The Brand Building Pyramid™
2.3. Why you should test your choices
2.4. How to test Brand Strategy
2.5. How to test Brand Identity & Experience
2.6. How to run tests
2.7. Why you need a brand book
2.8. Summary
3. The psychology of branding
3.1. Introduction
3.2. Needs are eternal
3.3. Emotion beats logic
3.4. People judge instantly
3.5. Pictures are powerful
3.6. Trust is key
3.7. People mirror their peers
3.8. People satisfice
3.9. Value depends on context
3.10. Authority helps
3.11. Be likeable
3.12. Simulate scarcity
3.13. Simplicity wins
3.14. Summary
4. Brand Strategy (Stage 1)
4.1. Introduction
4.2. How to analyse the market
4.3. How to consider your strengths
4.4. How to make a brand promise
5. Brand Identity (Stage 2)
5.1. Introduction
5.2. How to create a mood board
5.3. How to choose a great brand name
5.4. How to choose the right colors
5.5. How to design a powerful logo
5.6. How to choose fonts
5.7. How to choose images
6. Brand Experience (Stage 3)
6.1. Introduction
6.2. How to make a website
6.3. How to write effective copy
6.4. How to delight your customers
6.5. How to create video content
6.6. How to build a social media following
6.7. How to make designs for print
6.8. How to build an email list
6.9. How to design a space
6.10. How to make an app
7. Conclusion
Appendices
Notes
