Breakthrough Branding by Kaputa, Catherine -- Read -- Imperial Library of Trantor

Index

BREAKTHROUGH BRANDING

Contents Foreword by Al Ries Introduction

My Story The Circuitous Path to Entrepreneurship What’s the Big Idea? The Entrepreneur Era Brand Your Business! Brand You! Like It or Not, Your Brand Is Out There

If you don’t brand your business and yourself, other people will.

A Weak Digital Footprint Is Like a Weak Reputation The Brand Entrepreneur in the Digital Age

Nothing is sold until it’s branded: branding is building an image and an emotional connection with customers.

Power to the People Branding Cornucopia Who Is This Book For? You’ve Got to Brand Looking for True Grit A Final Word

ENTREPRENEURING: Thinking creatively and strategically about how to innovate, improve and market your products and services so they are more valuable to your customers.

Chapter 1 What’s the Brand Idea?

The Valley of Death The Paradox: Small Ideas Are Big

“SMALL” IDEA: a simple, focused brand promise that defines what’s special about your brand.

When Your Heart Talks, Pay Attention

Branding has to come from who you are and what your business can be, not from what you want it to be.

The Mouse That Roared Let Your Mind Dream Set the Stage for Ideas Hypothetically Speaking Find the White Space What’s Your Passion? Ask Why? What If? How About? A Marriage Made in Heaven You Should Open a Store! Party Girl The Mashup

Breakthrough branding connects things that weren’t connected before.

Hip to Be Square Imitation with a Twist Up the Ladder Trend Watcher Want to Change the World?

Chapter 2 The Alchemy of the Brand Entrepreneur

Breakthrough branding is everything you do to build a brand that stands out and grabs people at every touchpoint. Business Brand + Personal Brand = Breakthrough Brand

BRAND ENTREPRENEUR: a business owner who thinks strategically and creatively about creating a brand—for the business and personally.

Hard Is Soft and Soft Is Hard

Soft power is the brands, intellectual property, reputation, alliances, and relationships that mean so much.

Be a “Liberal Arts M.B.A.”

It used to be, the bigger your business plan, the bigger its potential. Now, it’s the smaller your business plan, the bigger its potential.

Crossing the Divide The Agony and the Ecstasy Marketing Your Life Story You: Brand Ambassador

Breakthrough brands stand out as much for what they think as for what they make.

A Rebel with a Cause Perceptions Make the Brand Leader

Better entrepreneurs don’t win. Entrepreneurs who are perceived as better win.

Think Outside-In Think Reaction, Then Action Entrepreneurship Is about Fixing Things Visionaries Look Elsewhere

Chapter 3 Power Positioning

POSITIONING: a clear benefit or promise of worth that your product can own in the minds of prospects and that is different from that of its competitors. The Two Big Motivators in Branding

ATTRIBUTE POSITIONING: the brand that is (list attribute).

Positioning Strategy 2: Target a Specific Group

TARGET AUDIENCE POSITIONING: the brand for (name target audience).

Positioning Strategy 3: Be the First

FIRST POSITIONING: the first brand that ________.

Positioning Strategy 4: Be the Leader

LEADER POSITIONING: the #1 brand in ____________.

Positioning Strategy 5: Be the Maverick

MAVERICK or REVERSE POSITIONING:__________ brand is the opposite of the leader.

Positioning Strategy 6: Have a Magic Ingredient

MAGIC INGREDIENT POSITIONING: the brand with ________ special ingredient.

Positioning Strategy 7: Have a Special Process

SPECIAL PROCESS POSITIONING: the brand with the ________ proprietary process.

Positioning Strategy 8: Connect with a Celebrity

CELEBRITY POSITIONING: brand _______ is used by celebrities like ________.

Positioning Strategy 9: Be a Cheapener

CHEAPENER POSITIONING: brand _______ is the best value.

Positioning Strategy 10: Align with a Cause

CAUSE POSITIONING: brand _______ supports _________.

Positioning Strategy 11: Highlight a Special Heritage

HERITAGE POSITIONING:________ brand comes from___________.

Positioning Strategy 12: Create Scarcity

SCARCITY POSITIONING:_____________ brand is very expensive and hard to buy.

Positioning Strategy 13: Go Green and Sustainable

GREEN POSITIONING: brand ______ is eco-friendly because __________.

The SWOT Analysis

Chapter 4 The Making of a Brand’s Verbal Identity

The Birth of a Name

The name is your first and most important strategic and creative decision.

What Makes a Brand Name Good? Naming Wizardry Mastering the Name Game Names That Travel Well The Internet-Ownable Name Anatomy of a Name The Sweetest Name Can It Verb Up? Dropbox Me Banning the “The” Identity Clues Find a Breakthrough Name in the Category What Was That Name? Names Are Forever … What’s Your Line?

Touching the truthful chord is the root of good lines. Tell the truth but make it interesting.

Intellectual Property A Marriage of Business and Personal Brand The Creation Story

The creation story is the who-you-are-and-how-you-started-your-business story.

The Purpose Story

The purpose story is the why-you-are-here story. It’s about an ideal that ties together your business, your values, and your philosophy about serving your customers.

Wrap Your Brand in Your Purpose Study the Masters

Chapter 5 Creating Your Brand’s Look and Feel

LOOK AND FEEL cover all aspects of brand design. A Second or Less Look and Feel = Brand Equity Not Innocent about Branding Logos Work Hard The Making of a Great Logo Anatomy of a Logo Tangibly Intangible What’s the Logo Concept? A Breakthrough Brand Experience

EXPERIENCE DESIGN: creating products, events, environments, and processes that enhance the user experience or how people experience the brand.

A Color, a Shape, a Look Good Things Come in Nice Packages Lust for Design Form as Function and Breakthrough Design Own a Color Designer Sales An Indelible Tattoo Designer Taste A Store Is Packaging A Total Brand Experience Have a Trademark Look Breaking Through Tradition to the Modern World Sound Advice The Creative Process

Chapter 6 Pimp My Brand!

PIMPING THE BRAND: getting other people to endorse, market, and pass along your content or business information. Promoting Pass-Along

We “pimp” what moves us emotionally—either positively or negatively.

The Transformation of Media and Brands The New Branding Social Media is Word of Mouth on Steroids

Cyberbranding takes place in the dynamic digital world, with content created and shared by anyone and accessible to everyone.

“Read-Only” to “Read-Write” Media The New Digimedia Arbiters The Fish versus the Whale

Cyberbranding doesn’t favor the rich and powerful. It favors the new and the nimble. It favors the human and the real. It favors those who share.

An Antidote to Civilization Connection, Community, and Conversation Tune In, Reach Out Get in a Tweeting Frame of Mind Stay in Touch or Start All Over Not All Touchpoints Are Created Equal Listen Before They Yelp

Your product isn’t what you say it is. It’s what others say it is.

Engagement Branding

Five out of six of your customers are passively loyal. They could easily switch to your competitor.

The Digital Conversation RSVP or Tweet Ouch! A Negative Review Ease-Drop on Yourself Commit to Cyberbranding

Chapter 7 Brand Big! Boldly Marketing the Brand

The Creative Brief The Good Brief On Strategy and True to the Brand Image versus Engagement

Story + Emotion + Identity = Image

Engagement Is the New Black

Interaction + Emotion + Community = Engagement

The Sincerest Form of Flattery People Like to Laugh Make the Brand Resonate Local, Social, and Mobile

95% of consumer spending takes place at local businesses.2

Brand Your Mobile App Branding from the People Do You Care? Brand Ambassadors with a New Prescription Low-key Branding Hook Them with Your PR Pitch Be a Modern-Day Peter Zenger It’s Not a Sin to Repeat Automate Your Cyberbranding Playing to Win

Chapter 8 Company Culture: One Team with One Dream

EMPLOYER BRAND: the culture and work experience your company offers its internal “customers”—its employees. Casting Is Everything EMPLOYEE BRAND: the kind of people who represent your company’s values, work style, and personality. Creating a Growth Culture Radical Creativity Create a company that champions people and ideas, and watch the leaders and innovations come forth. “Hire for Smarts, Rent Experience” We’ve Got Talent Buy a Loud, Red Telephone Make Me an Offer I’m Feeling Lucky Ask the Frontline Workers Paint the Walls Resist the Copycat Syndrome

Chapter 9 What’s Your Pitch?

Every Talk Is a Pitch Warmth versus Competence Emotions versus Logic The Passion of the Pitchmaker Click with Your Audience

To “click,” express similar interests and use similar words, similar movements, similar facial expressions, and even similar breathing patterns.

Clicking and Persuasion Clicking with a Large Group The Persuasive Power of Story Story Pulls People In Become One with the Audience

What is the one thing you want your audience to remember?

Have a Story Meeting with Yourself How to Tell Your Story

You want a story that people can see. Tell it like you were filming it in a movie.

The Power of Three The Business Pitch

The business pitch sells what’s special about your business and shows why it’s a winner.

The Investor Pitch Persistence Wins the Day

A good rule of thumb in business is to act strong when weak and act weak when strong.

David versus Goliath Story

David versus Goliath is the classic story of the underdog succeeding against a bigger, established opponent.

The Quest Story

The quest story is about overcoming obstacles to achieve a hard-fought goal.

The Lost in a Strange Land Story

The lost in a strange land format is about mastering change or a new environment.

Mastering a New Environment The Redemption Story

The redemption story is about achieving success after a big fall in status.

The Rags-to-Riches Story

The rags-to-riches story is about rising from poverty to great success.

The Love Story

The love story is about being transformed by a partnership or alliance.

The Parable

The parable is a teaching story with a specific nugget of wisdom from your experience.

The Metaphor

A METAPHOR: compares two things that are not alike in most ways but are similar in one important way.

Taming a Hostile Crowd Speaking Is a Conversation Glory Comes with a Great Beginning The Do-Over: What’cha Gonna Do? Be Easy to Follow Let Them Know It’s “The End” Practice Makes Perfect

Chapter 10 Take the “Work” out of Networking

A Social Network for Ideas and Relationships The Networking Economy

Like any healthy economy, your network works best when there’s active trade back and forth.

Strategic Networking The Inner Sanctum Who’s Watching Out for You? Endorsement from the Oracle Become a Little Bit Famous Is There Room in the Channel? Strategize Your Breakout Story Toot Your Horn (Artfully but in a Breakthrough Fashion) More Valuable Than Money

Negative reputations are hard to peel off.

What’s Your G Score? Rub Shoulders with a Celebrity Take the Hollywood Road Build a Marketing Platform

MARKETING PLATFORM: having a range of traditional media, digital media, and other venues for building visibility for Brand You and your business.

Step-by-Step Toward Visibility Visibility and the Intrapreneur Leadership Has Its Rewards Cast a Role for Lady Luck Hard to Build and Quick to Ruin

Chapter 11 From Small Idea to Big Brand

1. Brand Bold—For Your Business and Brand You

Cyberbranding gives you a big microphone, so you can speak to many every time you speak. Breakthrough branding is image building and relationship building.

2. Try to Dominate the Category (or Create a New Category You Can Dominate)

Creating a new category gives you a breakthrough advantage as the first mover. Find an arena you can dominate—even if it’s very small at first.

3. Figure Out How to Grow and Scale the Business

Your business scales when additional money you put in leads to much higher revenues—a multiple of what you put in. To scale, build your business on systems, products, and procedures that can be duplicated easily. When you scale with franchising, come up with procedures to preserve the brand.

4. Enchant Your Customers

In today’s new age of customer care, you need to redefine service to impress customers as part of breakthrough branding.

5. Put “Growth Agent” in Everyone’s Job Title

O.K.R.s: Objective and Key Results. Have each employee develop one key objective and three key results weekly.

6. Strike the Right Balance between Innovation and Staying True to the Brand

Breakthrough branding involves risk and reward. Build your business on what you know better than anyone else.

7. Take Advantage of Good Luck and Bad

Breakthrough branding is seeing an opportunity that others overlook.

Protect Your Brand Assets An Entrepreneur for All Seasons 1. The Early-Stage Brand: The Enterprising Entrepreneur 2. The Rapid-Growth Brand: The Brand Entrepreneur 3. The Leadership Brand: The Leader Entrepreneur 4. The Declining Brand: Turnaround Entrepreneur The Art of Breakthrough Branding Say Yes!

About the Author Acknowledgments Notes

Introduction Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11

Index

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