The role of business is ever changing, and with it, the practice of crafting identity. Competitive companies must continually position themselves as a necessary part of customers’ lives in order to stay relevant and profitable. Educate your staff, re-imagine your practice, and build a better practice through the knowledge imparted by these seven highly acclaimed resources.
For many businesses, the concept of branding is difficult to grasp. Building recognition in the marketplace takes more than exposure and advertising, it takes a compelling story. That’s what 30-year advertising veteran Jim Signorelli preaches in this high-impact volume entitled StoryBranding: Creating Stand-Out Brands Through the Power of Story.
The book takes a look at the practice of branding as an extension of corporate identity. By asserting that modern branding practices should favor messages that resonate with customers over editorialized benefits, he challenges long-held preconceptions about what branding means and how to execute it successfully. The 6-step process guides businesses large and small through the process of finding their story and sharing it effectively with their target audience to build identity.
Designing Brand Identity
Branding and marketing are ever evolving practices, and brand managers that wish to stay abreast of changing trends need a reference as relevant as their work. Enter Alina Wheeler’s Designing Brand Identity, a powerful resource rebuffed by dozens of case studies highlighting the best practices of successful brands. Through a five-phase process that begins with research and leads through product implementation, launch, and continuing governance, the tome is a veritable users manual for the practice of branding in the modern marketplace.
Ancient Secrets of Lead Generation
A brand adorned with Facebook likes and clever aesthetic is nothing more than window decoration if it doesn’t generate sales. Fortunately, Daryl Urbanski’s cheekily titled volume examines what brands mean to customers and how to turn sentiment into revenue.
By looking at what brands and businesses mean to communities and groups of people, Urbanski inspires and entices with techniques designed to tap human psychology and satisfy customer needs. By combining message with method, Ancient Secrets works to build relationship with customers that bring profit and prosperity for both parties.
What Great Brands Do
Design can seem like hokum to the analytically minded. For those unconvinced of branding’s power, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest is like a marketing foreign-language dictionary.
Denise Lee Yohn takes world-class brands like Nike, Zappos, and Apple and examines their method on a scientific basis that makes branding understandable and approachable. Designed to examine companies from the inside out, from culture to capital, and build a brand-as-a-business model that facilitates profitability and personnel satisfaction, her seven key principles highlight the commonalities that can turn have turned multiple businesses from bit-players into superstars.
Kellogg on Branding
When you’re building the backbone of your corporate identity, leaning on the experts is never a bad idea. Northwestern’s Kellogg School of Management takes an academic look at the practice of branding in this 352-page book that will educate your practice and hone your craft. It’s academic themes may feel inaccessible to some, but the information, presented scientifically or otherwise, is steeped in knowledge that only years of university research can provide.
Essential Elements of Brand Identity
A strong brand requires a strong visual identity and Essential Elements of Brand Identity tackles the aesthetic aspect of branding with aplomb. Kevin Budelmann, Yang Kim, and Curt Wozniak outline a platform for building brand identity predicated on a common framework of terminology and tools that both designers and customers can comprehend.
The work dives deep into the concept of visual identity by creating a structure of brand analysis. By deconstructing how aesthetic affects brand perception and linking the process of design to business concerns, it becomes immediately applicable and immediately understandable for both designers and management; a marriage that can lead to cooperation, impact, and profitability.
The Brand Gap
The strategic and creative forces behind your companies brand can sometimes become divorced, mired in a disconnect of goals and methods. Marty Neumeier’s The Brand Gap seeks to combine the two in a coherent fashion that aligns branding efforts for maximum effectiveness. Breaking the concept down into the “five essential disciplines of brand building”, the book looks to remove the disconnect between marketing arms and unite them in a way that strengthens image and breeds revenue.
Building a strong brand is an essential part of any successful business. Understand your goals, your allies, your customers, and your market through these seven volumes, and make 2014 the year that your brand reaches new heights.