The Human Centered Brand: A Practical Guide to Being Yourself in Business

The Human Centered Brand: A Practical Guide to Being Yourself in Business

by Nela Dunato
The Human Centered Brand: A Practical Guide to Being Yourself in Business

The Human Centered Brand: A Practical Guide to Being Yourself in Business

by Nela Dunato


    Qualifies for Free Shipping
    Choose Expedited Shipping at checkout for delivery by Thursday, December 7
    Check Availability at Nearby Stores

Related collections and offers


Promote your business with clarity, ease, and authenticity.

The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience.

If you’re a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand.

Read this book to learn:

  • Why conventional branding approaches don't work for service based businesses.

  • How to identify your core values and use them in your business and marketing decisions.

  • Different ways you can make your business unique among all the competition.

  • How to express yourself verbally through your website, emails, articles, videos, talks, podcasts...

  • What makes your “ideal clients” truly ideal, and how to connect with real people who appreciate you as you are.

  • How to craft an effective tagline.

  • What are the most important elements of a visual brand identity, and how to use them to design your own brand.

  • How to craft an exceptional client experience and impress your clients with your professionalism.

  • How your brand relates to your business model, pricing, company culture, fashion style, and social impact.

  • Whether you’re a complete beginner or have lots of experience with marketing and design, you’ll get new insights about your own brand, and fresh ideas you’ll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own.

    Learn more at

    Product Details

    ISBN-13: 9789534817117
    Publisher: Nela Dunato Art & Design
    Publication date: 10/27/2018
    Pages: 322
    Product dimensions: 5.50(w) x 8.50(h) x 0.67(d)

    About the Author

    Nela Dunato is an artist, designer, writer, and teacher from Croatia. Her focus is on helping passion-driven businesses to create expressive brand identities and exceptional client experiences. She teaches design as a course instructor, leads in-person workshops, and speaks at international industry events. She's been writing articles about art, design, marketing, business, and creativity for over a decade, and her award-winning blog inspired a whole generation of Croatian web designers. The ideas and methods presented in her book The Human Centered Brand draw from her successful career as a brand designer, as well as her deep interest in symbolism and the human psychology, and her experience as a facilitator of personal development techniques. Learn more about Nela and her work at

    Table of Contents


    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



    Online Marketing

    Public Relations

    Live Events


    Physical Space



    X. Beyond Branding

    Business Models & Offers

    Pricing Your Work

    Social Impact

    Company Culture

    Fashion Style

    Reviewing Your Brand

    Closing words



    About Nela Dunato


    From the B&N Reads Blog

    Customer Reviews