“If you’re building a business, it starts with brand building. If that’s not your expertise, this terrific entrepreneur will hold your hand every step of the way.” - Bob Dorf, Author of The Startup Owners Manual
It’s hard to start something. You’re facing brutal competition from other entrepreneurs, writers or app developers – all hoping to make it big.
Also, your audience is busy, tired and overwhelmed. They’ve got a billion ways to spend their time and money – so why on you?
Only a powerful brand will persuade your audience.
Luckily, the award-winning founder of Hamwells, Toby and BrandBuilding.com wrote a playbook for building yours. It’s full of direct, no-bullsh*t, practical advice on what to do and how to do it. The Brand Building Playbook is a guide that gives you:
1. A solid understanding of brand psychology.
2. A clear process for brand building.
3. Easy steps for every budget to:
- Strategize how your brand can be valuable.
- Design the identity that communicates this value.
- Build a powerful brand experience.
The book includes over 250 illustrations and a collection of FREE tools to build your own brand.
Whether you’re launching a startup, starting a rockband or running for office, The Brand Building Playbook helps you win in your market.
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Table of Contents
Preface – A multimillion dollar education
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
2.2. 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
3. The psychology of branding
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
4. Brand Strategy (Stage 1)
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)
5.2. 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)
6.2. 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