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Index
Praise for Branding Basics for Small Business Dedication Introduction: Why Small Business Owners, Entrepreneurs, and Nonprofits Need this Book Part 1: What is Brand and Why Does It Matter? What Is a Brand? Brand Identity Crisis Brand Myths Shattered Branding vs. PR vs. Marketing vs. Social Media, Oh My! Branding and Marketing Are Not the Same Branding Is Not Public Relations Branding Is Not Social Media Why Does Brand Matter? What’s Your Reason for Being? Building a Brand That Can Change with the Times Rabid Fans: Your Logo Should Be My Tattoo Don’t Leave It to Chance: People Will Form Their Own Brand Impressions How to Avoid Random Acts of Marketing: Brand Strategy as Your Foundation Brand as Investment Guidepost Brand as Asset Brand as Competitive Weapon All Markets Have a Brand Need: Proud to Be Cheap and Disposable Brand is Not Just a Logo: It’s Everything Brand as Design Guide: Hug a Designer Today Part 2: How to Build Your Brand Strategy The Ten Key Questions to Building Your Brand Strategy Question 1: How do you describe your organization and what you do? Question 2: What are the products or services and how are they packaged and priced? Question 3: What are your strengths and weaknesses? Question 4: What are the adjectives and emotions around your brand? Question 5: Who and where is your ideal audience? Question 6: What are the main customer benefits and why do they matter? Why can you make those claims... Question 7: Who is your competition and how are you different? Question 8: How do you need to communicate with customers and prospects? Question 9: What is your organization’s one greatest asset? Question 10: How do you measure success? Putting It All Together Part 3: Applying the Brand Strategy Brand Building Blocks: Choosing a Name Brand Building Blocks: Creating Your Visual Identity Brand Building Blocks: Crafting Your Key Messages Determining Your Marketing Investments Determining Your Marketing Plan The Rule of Three Make Room for Content Marketing Crafting a Content Marketing Plan Creating Compelling Content: Being Human Creating Compelling Content: Finding the Time Do I Really Need a Blog? Build Your Own Tribe Getting Social Networking: Building Your Brand Online and Offline Operationalizing Your Brand Little Things Mean a Lot: Delighting Your Customers Hire Well: Every New Hire Is a Brand Ambassador When to Rebrand Get to Know Your Customers—Intimately Everything Stems From Brand Recommended Reading List About the Author Acknowledgements End Notes
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