How to Launch a Brand (2nd Edition - TRADE): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity by Fabian GeyrhalterHow to Launch a Brand (2nd Edition - TRADE): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity by Fabian Geyrhalter

How to Launch a Brand (2nd Edition - TRADE): Your Step-by-Step Guide to Crafting a Brand: From…

byFabian Geyrhalter

Paperback | December 21, 2016

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This book will guide you through the steps necessary to build a brand from the ground up:

Step 1 (Chapter 1): Create a brand platform
Step 2 (Chapter 2): Devise a brand name
Step 3 (Chapter 3): Design your brand's identity
Step 4 (Chapter 4): Craft your brand atmosphere touch points

Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don’t have any customers or marketing outreach and—obviously, since you just launched a new offering—you have no legacy or advocates?

The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design.

In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

Fabian Geyrhalter is the Founder and Principal of FINIEN. Geyrhalter has been published internationally by the likes of The Washington Post, Graphis and Communication Arts. He has written about branding for publications including Mashable and Entrepreneur and is a columnist for Inc. An active jury member of the Academy of Interactive ...
Title:How to Launch a Brand (2nd Edition - TRADE): Your Step-by-Step Guide to Crafting a Brand: From…Format:PaperbackDimensions:122 pages, 8.5 × 5.5 × 0.26 inPublished:December 21, 2016Publisher:Geyrhalter Design IncLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0989646165

ISBN - 13:9780989646161


Table of Contents

The Brand Development Process, Resources for Getting Prepped / Brand Platform: Defining a Brand's Positioning, Brand Identity Associations, Point(s) of Difference and Brand Value, The Importance of Connecting with Your Audience, Understanding (and Besting) the Competition, Constructing a Philosophy, Developing your Brand's Personality, Deriving and Embodying your Brand's Core Values, Establishing your Brand Architecture, Brand Platform Takeaways & Insights / Naming: Characteristics of a Great Name, Types of Brand Names, Selecting the Final Name, Choosing a Domain, Trademarks, Naming Takeaways & Insights / Identity Design: Forms of Identity Design, Seven Components to Look for in a Great Identity Design, Leveraging the Three Core Components of your Brand Identity to Enhance Messaging, Trademarking Your Brand Identity Mark, Identity Design Takeaways & Insights / Brand Atmosphere Touch Points: Significance of Color, Significance of Typography, Photography Considerations, The Art of Crafting a Brand Voice, The Power of Social Media Branding, Envisioning the Brand Environment, Traditional and Essential Collateral, Brand Atmosphere Takeaways & Insights

Editorial Reviews

"An insightful and process-driven book that provides tremendous value to entrepreneurs during the most crucial steps of their new business venture." - Ashish Soni, Founding Director, USC Viterbi Startup Garage"As a founder, I wish I had read this book prior to launching my business." - Amazon Customer Review"This is a must-read for serious entrepreneurs!" - James Iliff, Co-founder and Chief Creative Officer, Survios"Innovators everywhere will want to read this slim on size but hefty on advice [book]...It is straightforward, easy to read and offers a logical framework for the branding process." - Portland Book Review"Perfect for an entrepreneur starting a business! As a business owner, I believe that this book will help entrepreneurs as well as managers in charge of launching new products, services or companies to think brand-centric. I learned a lot from Fabian in this incredible, easy-to-read book." - Best Biz Books" An inspiring tool and quick read any CMO launching a new brand should induced in." - Laura S. Murcek, Vice President Brand Strategy, ART.COM