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Description de l’éditeur
Entrepreneurs never just create a business – to succeed, they need to create a brand at the same time. This book is a step-by-step how-to guide for the entire brand-building process – to create a powerful brand from scratch or to rethink your existing branding strategy. Based on the Brand-Building Canvas and a modular system of related brand-building templates, it gives an overview of all the branding tools and concepts needed to build a strong brand. It takes you on a ride from brand vision to mission, from brand spirit and philosophy, brand ethics and values to brand personality and brand lifestyle. You will learn how all the brand identity elements are related and how to practically apply them to your brand – with the help of best-practice examples, role models and case studies, hands-on how-to guides, checklists, and overviews of critical success factors and the major strategic options that you have at various stages of the brand-building process.
Above all, this is about creating BRAND MEANING. It helps you to find out what you want your brand to stand for. Because consumers are increasingly judging brands by what they believe in, stand for, and do in the world, it is vital to establish a compelling brand meaning – and many entrepreneurs also want to work on something they truly believe in. We will go through all the options that you have to underpin your brand with meaning. This can be a compelling higher purpose to improve the world, values and good intentions, authority in a specific field of expertise, the association with an appealing reference group, a specific region-of-origin or old tradition, and an affiliation with a certain art movement, philosophy, or subculture. In this way, you will learn to develop a specific type of brand: A lifestyle brand, driven by a strong identity and a higher purpose, which is often an ethical and sustainable brand, an alternative and spiritual business, or even an activist brand. As this type of brand may contradict with business practices in the mass-market, we will concentrate on the high-end cultural and creative industry, which spans from the arts and craftmanship to high-tech – and also includes people businesses such as artisans, designers, and healing professionals. By connecting brand-building with consumer psychology, the book provides scientifically based practical solutions – so you will learn step-by-step how to build a high-end brand with a higher purpose – to change the world for the better.