Table of Contents
Introduction
Do We Need Yet Another Book on Branding?
Defining the Terms ‘Brand’ & ‘Branding’
Whose Rules Do You Play By?
Poor-Fit Clients Cost You More than You Think
Branding: The Bridge to Overcome the Trust Gap
The Small Fish Advantage
How to Put This Information into Practice
I. The Human Centered Brands
Deconstructing Branding
Why Does Branding Matter?
Differentiation: The Main Purpose of Branding
The Second Purpose of Branding: Connecting with the People You Most Care to Help
Great Branding Creates Resonance
Human Centered Branding is about Self-Knowledge
Do We Need to Be Strategic about It?
Why Human Centered Branding Works
Human Centered Brand Is Not a Personal Brand
Human Centered Branding Is Not for Wimps
When Is the Right Time to Create Your Brand?
Bootstrapping versus Outsourcing
II. Your Brand Needs a Healthy Foundation
Dealing with Emotional Blocks That Prevent Your Authentic Self-Expression
The Human Centered Brand Discovery Pyramid
Where the Framework Meets Real Life
Consistency, Consistency, Consistency
Are We Ever Allowed to Step Away from Our Brand?
The Rebranding Process
III. It’s All about You
Business is Personal
What Are Core Values?
Can Our Core Values Change?
Your Transformation Story: The Key to Your Core Values
Your Most Defining Core Value
How Core Values Ripple through Your Business & Brand
How to Identify Your Core Values
How to Use Core Values in Your Business
IV. It’s All about Them
Your Unique Value Proposition Is a Promise of Client’s Transformation
The Role of the Buyer Cycle
The Real Challenge: Making It Unique
How to Identify Your Unique Value Proposition
How to Use Your Unique Value Proposition
V. Talk the Talk & Walk the Walk
How to Discover Your Authentic Brand Voice
How to Use Your Brand Voice
Naming Your Business
Authentic Connection or TMI?
Is Swearing Ever Acceptable?
VI. Who Are You Serving?
How Narrowing Down Makes You Stand Out
How to Identify Your Ideal Clients
How to Use Your Ideal Client Profile
VII. Wrapping It Up with a Bow
Beauty Matters
Design Is a Visual Language
Who Is a Designer?
The Elements of a Visual Brand Identity
1. Brand Mood Board
2. Color
3. Typography
4. Logo
5. Photography
6. Illustration
VIII. Brand Style Guides
Why Brands Need Guidelines
What Goes into a Brand Style Guide
Where to Keep Your Brand Style Guide
The Brand Style Guide Bundle
IX. Creating an Impeccable Client Experience
Tips on Implementing Your Brand Strategy and Identity
Everyday Communication
Stationery
Documentation
Online Marketing
Public Relations
Live Events
Advertising
Physical Space
Uniforms
Packaging
X. Beyond Branding
Business Models & Offers
Pricing Your Work
Social Impact
Company Culture
Fashion Style
Reviewing Your Brand
Closing words
Acknowledgements
References
About Nela Dunato
Index
