Branding Basics For Small Business

"Don't launch without it!"
---Beth Schoenfeldt, Co-Founder, Collective-E

Entrepreneurs, small business owners, independent agents and non-profit executives who often wear many hats and deal with limited budget, time and resources. Their ranks include those who sell products or services to either consumers or businesses, or non-profits who need to generate awareness and attract more donors.

Marketing professionals will also benefit from a refresher on brand strategy for their own organizations that must adapt to competition and changing customer needs.

Branding Basics for Small Business is a practical primer that will appeal to those who want to:

---Clearly and consistently attract the right audience at the right time with the right message

---Make smarter and more effective marketing -- and business -- decisions quickly and easily

---Share the vision more effectively with partners and employees -- and guide them towards which partners and employees are the right fit

---Craft company messaging and positioning that connects with their desired customers

---Save time and money with designers, writers and contractors

--- Inspire customer loyalty that generates buzz for your organization

---Break away from the pack to grow revenue and market share.

BRANDING BASICS FOR SMALL BUSINESS:
How to Create an Irresistible Brand on Any Budget

ABOUT THE BOOK

Small businesses, start-ups and even non-profits enviously watch the big guys like Apple, Nike and Harley Davidson create loyal evangelists and attract repeat customers. They seem to be able to easily create new offerings that people clamor to buy and support. What is it that they do that delights these tribes of loyal followers? And what can time and resource-strapped organizations learn from them? The secret is starting with a strong brand strategy. Brand is more than just a pretty logo: it is your core promise, personality and reason for being. It's your reputation and ultimately lives in your customers' minds: they have the final say on your brand, not you. But you can influence this "mindshare" by intentionally communicating your brand promise not just visually through sharp design but verbally and experientially as well. And guess what? Branding effectively and connecting with customers is not about how much money you have to spend, but about how clearly, consistently and relevantly you can communicate that message in everything you do. It's about walking your talk and being authentic.

Branding Basics for Small Business is a fresh, practical guide to creating an irresistible brand on any budget. In Part 1, we demystify terms so you can make sense of the marketing maze and choose the right activities, consultants, and agencies to grow your business. We also clarify what brand is and why it matters to your bottom line. In Part 2, we walk you step-by-step through a foolproof process for crafting a strong brand strategy on your own. This strategy serves as a compass for investing wisely and save you time, money and headaches on marketing. And in Part 3, we show you how to apply the brand strategy tactically to every customer touch-point so you can clearly and consistently influence your brand perception. This practical, sassy and entertaining easy-to-read guide uses real-life examples and branding tips from small businesses that have created innovative brands. The book shows how organizations of any size and with any budget can create a winning brand to attract, delight and connect with their audiences for maximum success.