The “B” Word
It’s the Essence of Every Top Business … And It’s Time You Master It
From Nike to Microsoft to McDonald’s, every major company has brought on success through mastering this one essential factor that goes beyond marketing, business modeling and distribution, and before your company can go any further, you need to master it, too.
BRANDING. Or as I call it —- The “B” Word!
Think about your brand: first of all, is there one to think about? If you can’t pinpoint a singular image, idea or ideal to associate with what you offer, your prospective clients can’t either.
I’ve brought together the culmination of my experience in helping brand everything from countless small businesses to the likes of Sprint, Neiman Marcus and numerous other Fortune 500 companies for my latest book, The “B” Word.
If just the thought of your logo, your image, the ideal your product or service really offers and, ultimately, your brand is elusive or uncomfortable, learning about branding will be the start of your business in the eyes of your consumers. Building a brand is vital for your company to succeed.
However, doing that can be harder than most people believe. It requires considerable information, the right action steps and knowledge all too often gained only through experience (and not always the positive kind).
Whether you’re building a local business or one that will sell products internationally, your branding efforts are essential to your ultimate success. Creating the right brand can be confusing, but with the right steps and the right information, you can build one that accurately reflects your company’s personality, culture and ethics.
Done right, branding is an immensely powerful tool. Done incorrectly, it can lead to disaster.
This book was conceived with a simple goal: To provide you with the understanding and tools necessary to go about branding the right way and reap the benefits that your business deserves.
It walks you through branding from the basics of determining what branding actually is to ways to build expertise. It teaches the elements of branding, how to determine a niche focus and how to exceed customer expectations and build a reputation for excellence.
This guide helps you learn how to communicate with a target audience, how to avoid the direct-sell faux pas and what metrics real customers use to determine a company’s quality (or lack thereof).
From the importance of social media to building authenticity within your industry, from naming to logo design, you become the expert in branding.
In Business, You Are Either Leading or Following—But Only the Leaders Are Making Any Money!
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