Brand Aid
Brad VanAuken
AMACOM
Brand Aid guides you through the entire branding process, from using social media effectively to linking your brand to human needs to developing a brand architecture strategy that unifies merging companies. Step by step, it breaks down a vast body of knowledge into helpful overviews and worksheets, checklists, case studies, research findings, rules of thumb, and more. Whether you're branding a company, product or service, museum, trade association, municipality, or anything, this book explains how to: * Get and analyze information about each consumer segment * Define your brand essence, promise, archetype, and personality * Position your brand against the competition * Make your brand identity consistent across the enterprise * Bolster the five qualities that create brand insistence * Translate your brand strategy into a multichannel advertising plan * Create great online content, blogs, SEO, email marketing, mobile apps, and more online requirements * Make your brand promise a reality by cultivating a brand-driven organization * Extend your brand into new products or leverage it globally * Use qualitative techniques for researching your brand's impact * And much more Your building, your products, your people. They're immensely valuable. But only your brand is irreplaceable. Get it right, and your company thrives. Make too many mistakes, and watch out! Brand Aid gets you up to speed on every branding essential--sidestepping pitfalls and positioning your brand for enduring success. Brad VanAuken is the president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, he was director of brand management and marketing for Hallmark Cards and Vice President of Marketing for Element K. An active speaker and writer, Brad has been interviewed regularly in the national media, including Adweek, CNN, Entrepreneur, and Investor's Business Daily.