Branding 2nd Edition by Bill Chiaravalle and Barbara Findlay Schenck Branding For Dummies®, 2nd Edition Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc., and may not be used without written permission All other trademarks are the property of their respective owners John Wiley & Sons, Inc., is not associated with any product or vendor mentioned in this book LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: WHILE THE PUBLISHER AND AUTHOR HAVE USED THEIR BEST EFFORTS IN PREPARING THIS BOOK, THEY MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS BOOK AND SPECIFICALLY DISCLAIM ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES REPRESENTATIVES OR WRITTEN SALES MATERIALS THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR YOUR SITUATION YOU SHOULD CONSULT WITH A PROFESSIONAL WHERE APPROPRIATE NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM For general information on our other products and services, please contact our Customer Care Department within the U.S at 877-762-2974, outside the U.S at 317-572-3993, or fax 317-572-4002 For technical support, please visit www.wiley.com/techsupport Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Control Number: 2014945062 ISBN 978-1-118-95808-7 (pbk); ISBN 978-1-118-95809-4 (ebk); ISBN 978-1-118-95810-0 (ebk) Manufactured in the United States of America 10 Contents at a Glance Introduction Part I: Getting Started with Branding Chapter 1: Putting Brands and Branding in Perspective Chapter 2: Why, What, How, and When to Brand 23 Chapter 3: Gearing Up to Brand or Build a Better Brand 43 Chapter 4: Powering Up Your Personal and One-Person Business Brands 59 Part II: Building a Brand, Step by Step 73 Chapter 5: Profiling and Positioning Your Brand 75 Chapter 6: Putting Your Brand into Words 99 Chapter 7: Naming Your Brand 111 Chapter 8: Designing Your Logo and Tagline 131 Part III: Winning Brand Fans and Followers 151 Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153 Chapter 10: Branding in the Digital Age 171 Chapter 11: Engaging Your Brand Audience Online with Social Media 189 Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209 Part IV: Caring for Your Brand 233 Chapter 13: Perfecting Your Brand Experience 235 Chapter 14: Winning Brand Loyalty 251 Chapter 15: Valuing and Leveraging Your Brand 265 Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289 Part V: Protecting Your Brand 305 Chapter 17: Defending Your Brand Legally and through Careful Usage 307 Chapter 18: Taking Action When Bad Things Happen to Good Brands 319 Part VI: The Part of Tens 335 Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337 Chapter 20: Ten Branding Mistakes and How to Avoid Them 343 Chapter 21: Ten Branding Truths to Remember 349 Index 355 Table of Contents Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here Part I: Getting Started with Branding Chapter 1: Putting Brands and Branding in Perspective Wake-Up Call: You Probably Have a Brand, Whether You Know It or Not What Are Brands, Anyway? What brands Why brands are a big deal 11 Gaining Your Branding Bearings 12 Deciphering branding lingo 12 Branding’s essential ingredient 13 Branding’s altered environment 14 The never-ending branding process 15 Assembling your branding team 17 Gulp! How much does it cost? 19 Pop Quiz: Are You Ready to Brand? 20 Chapter 2: Why, What, How, and When to Brand 23 Why Bother with Branding? 24 Branding to avoid the budget-busting commodity trap 24 Branding to cast your vision 25 Branding to win trust and increased value 26 So, What Do You Want to Brand? 26 Product brands 27 Service brands 27 Business or corporate brands 28 Branding individuals (namely, yourself) 29 Branding: A Bird’s-Eye View 29 The path from brand essence to esteem 30 The branding process at a glance 35 vi Branding For Dummies, 2nd Edition Brand Architecture 101 36 Master brand/parent-driven architecture: A branded house 36 Multiple brand/product-driven architecture: A house of brands .37 When to Rev Up Your Branding Efforts 38 Launching a business 38 Introducing a product 38 Turning your gig, consulting, or freelancing into a business 39 Announcing or fundraising for a nonprofit 40 Taking a business public 40 Opening markets or going global 41 Raising capital 41 Merging with another business 42 Chapter 3: Gearing Up to Brand or Build a Better Brand 43 You Are Here: Marking Your Brand-Development Starting Point 44 Getting real about your brand identity 44 Knowing and protecting brand assets 46 In your dreams! Defining what you want out of branding 48 Prioritizing Your Branding Goals 48 Build awareness 49 Create an emotional connection 50 Differentiate your product 51 Create credibility and trust 52 Achieve preference and motivate selection 53 Crunching Numbers: Budgeting Realities 53 Committing to the Branding Process 55 Aligning your mission, vision, and brand identity 55 Including branding in your business plan 56 Who’s on First? Suiting Up Your Branding Team 57 Chapter 4: Powering Up Your Personal and One-Person Business Brands 59 Taking Ownership of Your Personal Brand 60 Benefits of a strong personal brand 61 Launching the personal-branding process 63 Growing into a personality brand 65 Branding Your Freelance or Consulting Services 66 Benefits of a one-person business brand 66 One-person brand-building steps to follow 67 Balancing Personal and Business Brands 68 Keeping your personal and business brands in balance 68 Keeping your personal and business brands in check 69 Cross-promoting your two brands 70 Table of Contents Part II: Building a Brand, Step by Step 73 Chapter 5: Profiling and Positioning Your Brand 75 The Marketing Muscle of Positioning 76 Successful positioning approaches 76 Major positioning strategies 79 Positioning around marketplace opportunities 80 Finding Your Position: The Birthplace of Your Brand 80 Zeroing in on the strengths of your brand 81 Defining your point of difference 81 Dealing with brand misperceptions 83 Mapping your brand’s position 84 Aligning Your Brand’s Position with Customer Wants, Needs, and Desires 85 What your customers care about? 87 What sets your ideal customers apart? 88 Why customers buy from you? 88 Digging Up the Info You Need 89 Putting your brand through a self-exam 89 Tuning in to customer insights 90 Conducting customer research 92 Knowing when to get research help 93 Where else to turn for facts and figures 94 Putting Research in Perspective 95 Defining and Testing Your Position 96 Chapter 6: Putting Your Brand into Words 99 Building Your Brand on the Strong Back of Your Business Mission and Vision 99 Focusing your vision 100 Defining your mission 102 Describing Your Brand and Its Style 103 Polishing Your Business Promise 104 Considering the Character of Your Brand 106 Mission Possible: Defining Your Brand 107 What to incorporate 108 The anatomy of a brand statement 108 Grading your statement 108 Putting your brand statement to the test 109 Chapter 7: Naming Your Brand 111 What’s in a Name? 111 What the right name does 112 When naming happens 116 Types of names 116 Fitting your name to your brand architecture 118 Naming advice to follow 119 vii viii Branding For Dummies, 2nd Edition Picking (or Inventing) Your Brand Name 120 Rounding up good ideas 121 The hard part: Narrowing your list to the best options 123 Putting your top contenders through a preliminary test 124 Building consensus around your top-choice name 125 Checking for domain name availability 125 Catch It If You Can: Claiming Your Name 127 Conducting a name-availability search 127 Treading the trademark ropes 129 Changing Your Name, If You Must 130 Chapter 8: Designing Your Logo and Tagline 131 Planning Your Logo: The Face of Your Brand 131 What your logo is and isn’t 132 Matching your logo to your brand image 133 Choosing your logo approach 133 Logo Design Resources 137 Developing Your Logo Design 138 Design ingredients 138 Preparing your logo artwork 142 Putting Your Logo to Work 142 Saving Face: Giving an Existing Logo a Makeover 144 Making evolutionary logo changes 144 Making revolutionary logo changes 145 Managing Your Logo 146 Creating standards and usage rules 146 Naming a brand cop 147 Creating a Tagline 147 Discovering what makes a great tagline 148 Deciding whether you need a tagline 148 Tag(line), you’re it! Coming up with your slogan 149 Part III: Winning Brand Fans and Followers 151 Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153 Carpe Diem! Seizing the Opportunity to Put Your New Brand in the Limelight 153 Preparing for Your Brand Launch 154 Knowing your story, chapter and verse 154 Putting your brand launch into context 155 Producing introductory brand prototypes 157 Checking your internal readiness 158 Previewing your brand with priority audiences 159 360 Branding For Dummies, 2nd Edition external face of brand, 31 external force, created by personal brands, 338 external launch, 33 •F• fabricated-word names, 117 Facebook IPO, 41 Pages, 181, 194–195 Fallon, Jimmy, 62 false use of trademark designations, 311 federal trademarks, 309–313 FedEx, 36, 116, 139, 289, 295 fictitious names, 308, 309 financial industry recognition, 267 Findlay Schenck, Barbara, 71 Firefox, 259 first impressions, 340–341 Flycleaners, 104 focus groups, 93, 94, 109 fonts for logos, 139, 314 Foot Locker, 114 For Dummies books, 78, 137 Foreman, George, 66 formal brand training sessions, 241 4Ps, strategies for, 164–165, 275 Foursquare, 198 framing ads, 217 Franken, Al, 64 Freelance Industry Report (2012), 67 freelancing, 39, 66–68 frequency (advertising), 213 fulfilling unaddressed needs in market, 76 fundraising for non-profits, 40 •G• Gap, 47, 145 GE, 118 Geico, 105 genericide, 317 geographically anchored names, 115, 117 gifts brand launch, 169–170 purchase-level, 259 global markets color schemes, researching, 140 domain names for, 179 expanding in, 41 goals of brand launch, 163 of brand revitalization, 297 golden hour, 324 Good to Great, 40 Goodgold, Liz, 63 goodwill, 116 Google, 113, 185 Google AdSense program, 218 Google AdWords, 218 Google Adwords Keyword Planner, 187–188 Google Alerts, 334 Google Analytics, 187 Google Maps, checking information on, 175 Google My Business, 188, 198 Google Places for Business, 199 Google+, 196–197 Googling yourself, 174–176 GoPro, 192 government offices, registering with, 308–309 government relations, 225 government resources, 95 graphic design software, vector-based, 142 graphic designers, 137–138 Groupon, 223 •H• H&R Block, 278 Habitat For Humanity, 102 Hamburger Helper, 191 hard-copy news releases, 229–230 Harley Davidson, 241 hashtagged keywords, 195 Hawaii Visitors and Convention Bureau, 178 headlines, 213, 214 history of branding, 15 Home Depot, 114 hosting, website, 184 Hotmail, 258 house of brands, 36, 37, 38 Hubspot.com, 173 Humm Kombucha, 294 •I• iceberg analogy, 31, 32 icons, used in book, ideal customers, 88 idols, choosing, 63 Illustrator, Adobe, 142 inadvertent branding, inbound marketing, 173, 202 incognito browsing, 175 independent brands, 118 individual brands not reaching goals, 337–338 online search results, disappointing, 339 overview, 29, 59, 337 personality brands, 65–66 recommendations, asking for, 342 redirecting off-target, 64 referrals, asking for, 342 setting goals, 65 Index strengths, defining, 338–339 vision, reflecting with, 25 industry celebrities, 65 industry contacts, 327 industry recognition, 267 industry relations, 224–225 initial public offering (IPO), 40–41 innovations, 78–79 in-person arrival, 158 inspiration for brand names, 122–123 Instagram general discussion, 197–198 microvideos, 207 mission statement, 102 intangible assets, 265 integrated marketing communications, 209 interaction with customers, 201, 256 internal base of brand, 31 internal contacts, 327 internal force, created by personal brands, 338 internal launch for employee team, 169–170 importance of, 153–154 internal readiness, checking, 158–159 overview, 33 preparing for, 154–157 previewing with priority audiences, 159–160 prototypes, preparing, 157–158 for senior management, 168–169 internal readiness, checking, 158–159 internal relations, 224 international markets color schemes, researching, 140 domain names for, 179 expanding in, 41 International Olympics, 137 Internet See also online presence customer research, 94–95 domain name availability, checking for, 125–126 effect on branding, 14–15 ego-surfing, 69, 174–176, 339 opportunities on, 171 researching opinions of brand on, 45–46 search engine optimization, 185–188 301 redirect, 180 interviews, 18, 92–93, 94 inventory of contact points, creating, 158–159 investors, 159–160, 327 IPO (initial public offering), 40–41 Izod, 141 •J• Jetpack by WordPress, 204 Jiffy Lube, 114 Johnson & Johnson, 181, 329–330 •K• Kentucky Fried Chicken, 116 kerning, 139 key partners, showing preview of brand launch to, 159–160 keywords, 185, 186, 187, 204 KFC, 116 Kleenex, 317 Kool-Aid, 278 •L• Landor, Walter, 76 launching businesses, emphasis on branding while, 38 products, emphasis on branding while, 38–39 launching brands benchmarking impact of, 161–162 in branding process, 33 budgets, setting, 166–167 communication approaches, 165–166 dates, setting, 157 external launch, 170 4Ps, strategies for, 164–165 general discussion, 153–154 goals and objectives, setting, 163 insufficient emphasis on, 345–346 internal launch, 154–155, 168–170 internal readiness, checking, 158–159 marketing plan, writing, 161 message for, creating, 157 objectives, defining, 156 overview, 153 preparing for, 155–157 previewing with priority audiences, 159–160 prototypes, preparing, 157–158 publicity approach, 226 target market, defining, 163–164 laundry and dry-cleaning services, 104 Lean Cuisine, 114 Lean-In organization, 334 legal issues See also crisis management brand equity, protecting, 275–276 failure to protect brands, 346 legal terms, 128 logo protection, 146–147 misuse of brand, 313–318 overview, 34, 125, 307 registering names, 127–128 registering with government offices, 308–309 trademarks, 129, 130, 309–313 Legalzoom, 114 lettermarks, 133, 135 leveraging brand equity, 275 licensee, defined, 286 licensing, 275, 286–288 361 362 Branding For Dummies, 2nd Edition licensor, defined, 286 life cycle of brand brands, 290 Lifestyle Market Analyst, The, 95, 270 line extensions overview, 275, 278 product innovations, 277 tips for, 279–280 worksheet, 281 LinkedIn general discussion, 181, 196 reactions to invitations, 60 vision, mission, and tagline, 100 loading speed of web pages, increasing, 201 local government offices, registering with, 308–309 location-based social media sites, 198 logo application checklist, 143 logos applying, 142–143 brand image, matching to, 133 versus brands, 9, 132–133 budgeting for creation of, 55 characteristics of great, 352 color schemes, 139–140, 147 design resources, 137–138 design taboos, 141 design worksheet, 134 designers of, 18 developing in branding process, 32–33, 138–142 elements of, 133–137 evolutionary changes, 144–145 history of, 136 managing, 146–147 originality, 141 overview, 131 preliminary testing of, 140–141 revolutionary changes, 145, 146 self-made, 132, 137 shape and size of, 140 taglines, 147–149 tips for, 132 typestyle, 139 updating, 144–146 usage guidelines for, 146, 147, 314 on vehicles, observing, logotype, 134–135 long-tail keywords, 187 loyalty, brand See brand loyalty loyalty programs, customer, 259–260 Luxor Las Vegas, 191 •M• magazines, ads in, 215 mailings, for brand launching, 166 Make-A-Wish, 40 Malaysia Air, 289 malfunctions, product, 320 managers, 33 managing logos, 146–147 manmade disasters, 320 mark, defined, 128 market See also positioning dominance through awareness, 50 expanding in, 41 niche, 75, 77, 78 researching, 30 revitalization needed due to changes in, 291 share, 267 marketing plans benchmarking impact of brand introduction, 161–162 brand-introduction tactics, 165–166 budgets, setting, 166–167 4Ps, strategies for, 164–165 general discussion, 161 goals and objectives, setting, 163 target market, defining, 163–164 marketing professionals, 220–221 marketing strength, 270 marketing team, 17 marketplace opportunities, positioning around, 80 master brand architecture, 36–37, 118 matrix, positioning, 84, 85 McDonald’s, 135 measuring brand equity, 269–271 media centers, adding to websites, 231–232 media channels crisis management, 331 deciding on, 212–213, 215 media contacts, 327 media list, 227–228 media outlets, targeting, 227–228 media recognition, 267 media relations, 225 Men’s Wearhouse, 68 mergers, 42, 294–295 me-too brands, 77 microvideos, 206–207 MintLocker, 104 Miracle-Gro, 114 mission defined, 56 LinkedIn, 100 organization-wide commitment, 236 statements, 100, 102–103, 350 misuse, protecting brands from, 313–318 mobile sites, 183 mock-ups, 157–158 Morton’s, 137 Mota, Bethany, 65 multiple brand architecture, 36, 37, 38, 118 Murkowski, Lisa, 120 Index •N• name awareness See awareness name-availability searches, 127–128 National Geographic, 191 natural disasters, 320 Netflix, 114, 192 Newman, Paul, 66 news conferences, 232 news releases, 229–231, 328–329 newspapers, ads in, 215 Nike, 137 Nissan, 294 no-name versus branded commodities, 10–11 nonprofit brands importance of branding, 40 vision, reflecting with, 25–26 Nordstrom, 105, 242 •O• objections, overcoming, 244–245 objectives of brand launch, 163 olfactory signature, 248 one-person business brands benefits of, 61–62 business brands, balancing with, 68–71 connectivity quotient, 60 development of, 63–65 freelance and consulting services, 66–68 general discussion, 29 history of, 60 importance of, 59–60 overview, 59 personality brands, 65–66 redirecting off-target, 64 setting goals, 65 vision, reflecting with, 25 online advertising, 215, 218–219 online arrival, 158 online celebrities, 65 online dating analogy, 51, 53 online directories search engine optimization, 186 searching, 175 online presence See also social media branding objectives, setting, 176 domain names, choosing, 177–179 ego-surfing, 174–176 expectations of customers, 172–173 importance of, 13–14 launching brands, 166 overview, 171 push versus pull marketing, 173–174 search engine optimization, 185–188 social media names, registering, 180–181 strong brand management, 171–172 updating, 340 websites, building, 181–184 online resources, customer research, 94–95 online search results, 13 online searches, 174–176, 339 Open Directory Project, 186 OpenTable, 199 Oprah, 66 Oregon Trail, 100 Oreo, 192 organic page reach, 219 organic traffic, 185 organization endorsements, 243 organization leaders, 17 organization-wide commitment, 235–238 outbound marketing, 173 out-of-home media, 215 outside-the-box brand names, 120 owner’s names in brand names, 116–117 local government offices, registering with, 308–309 ownership of brands, 262 •P• P&G, 118 packaging, 52, 166, 221–222 paid reach, 219 parent-driven brand architecture, 36–37, 118 partners, 33 passion, value over research, 95 passionate customers, 253 pay-per-click (PPC) ads, 218 Peace Corps, 102 perception analysis, in branding cycle, 17 persistence, in branding cycle, 17 personal brands benefits of, 61–62 versus business brands, 341–342 business brands, balancing with, 68–71 connection invitations, lack of response to, 341 connectivity quotient, 60 development of, 63–65 essential to success, 338 first impressions, 340–341 freelance and consulting services, 66–68 general discussion, 29 goal, setting, 342 history of, 60 importance of, 59–60 not reaching goals, 337–338 online search results, disappointing, 339 overview, 59, 337 personality brands, 65–66 363 364 Branding For Dummies, 2nd Edition personal brands (continued) recommendations, asking for, 342 redirecting off-target, 64 referrals, asking for, 342 setting goals, 65 strengths, defining, 338–339 vision, reflecting with, 25 personal scandals, effect on brand, 320 personal testimonials, 242, 244 personality brands, 29, 65–66 Phillip Morris, 116, 289 Pinterest, 197 pitching stories, 228–229 place, 276 Planet Hollywood, 283 plans, crisis management, 324–325 point of difference/distinction, 79, 81–83 point-of-sales display, 166 Polgar, David Ryan, 51 pop-up ads, 218 positioning around marketplace opportunities, 80 brand audits, 298 brand champion’s understanding of, 239 brand experience, matching to, 85 brand misperceptions, 83 brand names supporting, 124 in branding cycle, 16 in branding process, 30–31 budgeting for, 54 common approaches, 76–79 customer insights, research through, 90–91 customer research, 92–93 defined, 16 importance of, 349 matrix, 84, 85 online resources, 94–95 overview, 75–76 point of difference/distinction, 81–83 positioning statements, 96–97 power of brand versus research, 95–96 research methods, 93–94 self-exam of brand, 89–90 strategies, 79 strengths of brand attributes, assessing, 81 target audience, defining, 85–89 positioning statements, 96–97, 154 posting content on social media blog posts, 202–205 general discussion, 201–202 videos, 205–208 post-purchase impressions, 247–248 Powerade, 114 PPC (pay-per-click) ads, 218 PR (public relations) bad publicity, 232 brand launching, 165, 170 general discussion, 223 media centers, adding to websites, 231–232 media outlets, targeting, 227–228 news conferences, 232 news releases, 229–231 pitching stories, 228–229 publicity efforts, matching to branding objectives, 226 stakeholder groups, 224–225 preference, achieving, 53 preliminary testing of brand names, 124–125 of logos, 140–141 premium pricing, 273–274 pre-purchase impressions, 247 presentation, in branding cycle, 16, 166 PricewaterhouseCoopers (PwC), 295 pricing brand value, effect on, 266 customer concerns, 244 elasticity, 273–274 power, 24 protecting equity, 275 strategy, in marketing plan, 164–165 primary spokesperson for crisis management, 325–326 print ads, 213–214, 216–217 private browsing, 175 Procter & Gamble, 37 product brands general discussion, 27 launched by celebrities, 66 personality brands launched by, 66 vision, reflecting with, 25–26 product failures, 320 product-driven brand architecture, 36, 37, 38, 118 products cannibalization, 280, 348 definition, in branding cycle, 16 differentiation, 51–52 innovations, planning, 276–278 launching, emphasis on branding while, 38–39 marketing plans, 164 packaging, 221–222 positioning, 30–31 protecting equity, 275 range, limiting with brand names, 115 researching, 30 threats to brand, 320 professional resources for advertising, 220–221 brand equity evaluations, 274 broadcast advertising, 217–218 customer research, 94 general discussion, 18–19 for logo design, 137–138, 142 trademarking process, hiring attorneys for, 129 website design, 184 Index profits, building with branding, 11 promotion brand image, matching with, 222–223 brand value, effect on, 266–267 launching brands, 165 protecting equity, 276 strategy, in marketing plan, 165 of websites, 188 pronunciation of brand names, 124 Prophet, 282 protecting brands brand equity, 275–276 failure to, 346 legal terms, 128 logo protection, 146–147 from misuse, 313–318 overview, 125, 307 registering names, 127–128 registering with government offices, 308–309 trademarking process, hiring attorneys for, 129 trademarks, 129, 130, 309–313 prototypes, preparing, 157–158 public businesses, importance of branding to, 40–41 public relations (PR) bad publicity, 232 brand launching, 165, 170 general discussion, 223 media centers, adding to websites, 231–232 media outlets, targeting, 227–228 news conferences, 232 news releases, 229–231 pitching stories, 228–229 publicity efforts, matching to branding objectives, 226 stakeholder groups, 224–225 publicity bad publicity, 232 matching efforts to branding objectives, 226 media centers, adding to websites, 231–232 media outlets, targeting, 227–228 news conferences, 232 news releases, 229–231 overview, 225 pitching stories, 228–229 planning objectives and approaches, 227 public-relations specialists, 18 pull marketing, 174–176, 202 purchase experience impressions, 247 purchase motivation achieving, 53 brand trust, building at point of sale, 241–245 goal of brand launch, 156 purchase-level gifts, 259 purpose of branding, 9–11 push versus pull marketing, 173–174 PwC (PricewaterhouseCoopers), 295 •Q• quality gaps, 262 quotation marks, using in web searches, 175 •R• radio ads, 215 rapid expansion, effect on brand, 292 rating sites, 198–200 reach (advertising), 213 Real World icon, rebates, 259 rebranding brand audits, 297–301 general discussion, 34–35 launch message, 157 objectives, defining, 156 overview, 289 recommendations, asking for, 342 Red Cross, 136 referral traffic, 185 referrals, asking for, 342 registered trademarks, 128 registering brand names, 127–128 domain names, 126, 179 with government offices, 308–309 social media names, 180–181, 191 registration forms, 92 relationship customers, 254 relaunching brands message for, creating, 157 objectives, defining, 156 overview, 154 Remember icon, repositioning, 277 reputation management, 338 responsive websites, 182, 183 reverse treatment, 147 review sites, 198–200 reviews, customer, 243–244 revitalization brand aging signs, 291 brand assets, protecting, 301–302 brand life cycle, 290 brand review before, 297–300 change-of-life warning signals, 292–296 diagnosing need for, 300–301 ignoring aging signs, 348 mistakes to avoid, 303 need to stay relevant, 353–354 overview, 278, 289 process of, 302–303 reasons behind, 296 365 366 Branding For Dummies, 2nd Edition revolutionary logo changes, 145, 146 rewards for customers, 260 risk concerns, 245 Ritz-Carlton website, 263 Rollerblade, 313 royalty, 287 Rudder, Christian, 51 Rule of One, 36–37, 39, 344–345 •S• sales brand management necessary for online, 171–172 brand trust, building at point of sale, 241–245 brand value, effect on, 266 effect of branding on, 9–10, 11 generating with online presence, 176–177, 201 performance, 269–270 salespeople, 241 Samsung, 105 sans serif typestyles, 139 scandals, effect on brand, 320 scents, 248 search ads, 218 search engine optimization, 185–188 search engines, research with, 94–95 search results, online, 13 secondary spokesperson for crisis management, 325–326 self-direction through personal branding, 61, 62 self-exam of brand, 89–90 self-made logos, 132, 137, 142 self-promoting websites, 188 senior management, internal brand launches to, 168–169 serif typestyles, 139 service brands, 27 service marks, 128, 309–313 service points, projecting brands at, 159 services positioning, 30–31 researching, 30 shape of logo, 138, 140 shareholders, internal launch for, 33 Shell, 136 silent stage, 303 simple logo designs, 132, 141 Slater, Dan, 51 slide decks, 207–208 slide presentations, 207–208 SlideShare, 207–208 Smucker’s, 113 social media See also specific social networks by name blog posts, 202–205 brand loyalty, developing via, 256–257 categories of, 193 check-in sites, 198 crisis management, 331 location-based sites, 198 names, registering, 180–181, 191 objectives, defining, 190 overview, 189 posting content, 201–202 posts, advertising with, 219 PPC ads, 219 rating sites, 198–200 review sites, 198–200 strategy for, setting, 200–201 usage guidelines, 315–316 video, creating and sharing with, 205–208 Social Mention, 334 social traffic, 185 social-responsibility lapses, 319 Socrates, 120, 130 SOL REPUBLIC, 260–261 Southwest Airlines, 113, 191 spam email, 219 SPANX, 78 special interest contacts, 327 spelling of brand names, 124, 179 spiders (used by search engines), 185 splash pages, 186 spokesperson for crisis management, 325–326 Spread Firefox, 259 Starbucks, 9, 35, 191 statements brand, 107–109, 112–114, 236, 350 mission, 100, 102–103, 350 positioning, 96–97, 154 vision, 100, 101–102, 350 status quo, challenging, 77 Stewart, Martha, 95 strategic diversification, 293–294 strengths of brand attributes, assessing, 81, 82 defining for personal brands, 338–339 strengths, weaknesses, and priorities worksheet, 48, 49 Stuart, John, 272 subbrands, 37, 284 Sunkist, 114 support sites, 183 surface mail, 219 surveys, 92–93, 94 Swarm by Foursquare, 198 •T• Taco Bell, 136 TaglineGuru.com, 149 taglines creating, 149 developing in branding process, 32–33 as domain names, 178 Index LinkedIn, 100 need for, determining, 148–149 overview, 147 test tool, 149 tips for, 148 target market creative brief, writing, 211–212 defining, 85–89, 163–164 targeted branding programs, 54 teams See also brand champions brand names, choosing, 120–121 crisis management, 325–326 enthusiasm for brand, 240–241 general discussion, 17–19 putting together, 57 responsiveness, 241 TED Global Community, 102 telephone contact points, preparing for brand launch, 158 television ads, 215 templates, building websites from, 184 Terminix, 114 terminology, branding, 12–13 testimonials, customer, 242, 244 testing brand experience, 245–246 brand names, 124–125 brand statements, 109 thesaurus, searching for brand names in, 123 Thomas, Dave, 66 threats to brand identifying, 321 strategies for dealing with, 323–324 301 redirect, 180 time concerns, 245 Time Warner, 295 Tip icon, Topsy, 334 Tostitos, 278 trademarks coordinator, 317–318 general discussion, 128, 129, 130 genericide, 317 obtaining, 309–313 traffic-generation strategy, 185 training sessions for team, 241 transaction customers, 254 transformational solutions, 78 translation of brand names, 125 TripAdvisor, 199 trust brand launch, building with, 155–156 building, 26 goals regarding, 52 overview, 8, point of sale, building at, 241–245 rebuilding after crisis, 333–334 Tumblr, 203 Twain, Mark, 119 Twitter general discussion, 195 hashtagged keywords, 195 IPO, 41 name of network, 115 names, creating for, 191 user bio, 104, 192 Twitterfeed, 204 two-step authentication, 191 Tylenol, 329–330 type-in traffic, 177 typestyles, 139, 314 typographic symbol, 134–135 •U• unaddressed needs in market, fulfilling, 76 unique selling proposition (USP), 79 United States Patent and Trademark Office, 128 University of California, logo change by, 145 upgrades for customers, 260 UPS, 294 Urban Decay, 120 UrbanSpoon, 199 URL redirection, 179, 180 U.S Patent and Trademark Office (USPTO), 310, 311 usage guidelines for brands, 314–318 for logos, 146, 147 user-name directories, 191 USP (unique selling proposition), 79 USPTO (U.S Patent and Trademark Office), 310, 311 •V• value of brands, 266–268 values worksheet, 101 vanity searching, 174–176 vector-based graphic design software, 142 venture capitalists, 41–42 Verizon, 295 vertical market, 224 Victoria’s Secret, 114, 241 video broadcast ads, 217–218 creating and sharing with social media, 202, 205–208 video news releases (VNR), 231 Vine, 206–207 viral marketing, 257–258, 259 Virgin America, 198 367 368 Branding For Dummies, 2nd Edition VISA, 116 vision defined, 56 focusing, 100–101 LinkedIn, 100 organization-wide commitment, 236 reflecting with brand, 25–26 statement, 100, 101–102, 350 values worksheet, 101 visuals for brand launch, 166 VNR (video news releases), 231 •W• W Hotel, 240 Walker, Nora, 260–261 Walmart, 106 Walt Disney, 66 Warby-Parker, 198 Ward, Jon, 37, 284 Warning! icon, Washio, 104 web See also online presence customer research, 94–95 domain name availability, checking for, 125–126 effect on branding, 14–15 ego-surfing, 69, 174–176, 339 opportunities on, 171 researching opinions of brand on, 45–46 search engine optimization, 185–188 301 redirect, 180 webcasts, 231 websites domain name availability, checking for, 125–126 domain name registrars, 126 expectations of customers, 172 general discussion, 181–182 hosting, 184 importance of, 13 loading speed, increasing, 201 media centers, adding to, 231–232 planning, 182 search engine optimization, 185–188 self-promoting, 188 tools and tips for building, 184 types of, 183–184 WeightWatchers, 76 Whole Foods, 101 Windsurfer, 312 wordmarks, 133, 134–135, 136, 139 word-of-mouth, 257 WordPress, 203 worksheets brand asset analysis, 47 brand-launch budget, 167 customer profile, 85, 86 line extensions, 281 logo design, 134 strengths, weaknesses, and priorities, 48, 49 values, 101 World Intellectual Property Organization, 311 •Y• Yahoo!, 115 Yelp, 199 YouTube, 136, 206 •Z• Zagat, 199 Zappos, 105 Zimmer, George, 68 Ziploc, 114 About the Authors Bill Chiaravalle knows brands and how to build them His background includes 11 years with world-renowned brand strategy and design firm Landor Associates, where he served as Senior Designer, Design Director, and Creative Director, working on branding programs for the Audubon Society, American Express, AT&T, Bacardi, Bell Atlantic, California State Lottery, Danone, Delta Airlines, FedEx, Four Seasons Hotels, Gatorade, Hyatt Hotels, IBM, Microsoft, Motorola, NEC, P&G, Radio Shack, San Francisco Zoo, Smucker’s, Sunkist, Trinchero Winery, United Airlines, the University of California, and many others Did we already say he knows brands? He now serves as Principal and Creative Director of his own firm, Brand Navigation, where he assists clients large and small in telling and marketing their brand stories, products, and services A partial list of Brand Navigation clients includes the Annenberg Foundation, Ghirardelli, Hartmann Luggage, Krusteaz, Microsoft, Linfield College, Park Hyatt, National Geographic, and World Vision Bill was born in San Francisco and received his training at the Academy of Art University in San Francisco He has been honored with branding, design, and industry awards, including AIGA, American Advertising Federation, Dupont International Packaging Design Awards, Logo Lounge, Print Magazine, and the San Francisco Art Directors Club Away from brands, he enjoys spending time with his wife, Leila, swimming, enjoying fine dining and jazz music, learning to speak Italian, and traveling the West to visit his four adult children To reach his company online, go to www.brandnavigation.com Barbara Findlay Schenck is a business strategist who has spent her career helping individuals, companies, and organizations shape their businesses, brands, messages, and marketing plans She’s worked internationally in community development, served as a college admissions director and writing instructor in Hawaii, and cofounded an advertising agency that ranked as one of the Northwest’s Top 15 at the time of its sale Since then, she’s authored or co-authored Small Business Marketing Kit For Dummies, Business Plans Kit For Dummies, Selling Your Business For Dummies, and Branding For Dummies She also writes marketing and branding articles for national and international businesses and media sites, speaks at conferences, and presents live, online, and taped marketing, branding, and business-planning workshops and programs When she’s not helping entrepreneurs plan, start, brand, market, or sell their businesses, she’s likely traveling, golfing, enjoying time with her husband, Peter, or trekking to the San Francisco area to visit their son, Matthew Reach her through her website, www.bizstrong.com Authors’ Acknowledgments Where to begin? We start with heartfelt thanks to the long list of businesses and organizations that have entrusted their brands and business hopes to each of us over the years This book, in great measure, shares solutions and advice learned through your success We also give special thanks to John Wiley & Sons, Inc., for allowing us this opportunity to explain branding in the famous format of the world’s most famous book brand Acquisitions Editor Stacy Kennedy, Senior Project Editor Alissa Schwipps, Copy Editor Caitie Copple, and Technical Editor Jonlee Andrews made the making of this book a pleasure Additionally, we each offer personal acknowledgements From Bill: In addition to developing brands for over 20 years, I’ve been involved in the design of more than a thousand book covers in my lifetime But I’d never considered writing one — until Barbara Schenck approached me Thank you, Barbara and Peter; you have been kind advocates for almost a decade Thanks also to my longstanding teammates and friends at Brand Navigation: DeAnna, Mark, and Mike Without you, designing brands wouldn’t be as possible, or as much fun Special thanks to my children, Heidi, Wil, Michael, and Laura, who love me regardless of my obsession with brands And, most of all, to my beautiful wife, who is not only my business partner but my friend and the love of my life You complete me From Barbara: Deep thanks to Bill for agreeing to coauthor this book and for adding so significantly to its value This book confirms why people say yours is the smartest voice in any branding conversation Immeasurable gratitude, also, to those who make all the joys and successes in my life possible: My husband, Peter, and our son, Matthew Above all, we both extend deep thanks to every reader who selects this book as a brand-building guide As you enter or travel farther into the world of branding, you carry all our best wishes with you Publisher’s Acknowledgments Acquisitions Editor: Stacy Kennedy Project Coordinator: Erin Zeltner Senior Project Editor: Alissa Schwipps Cover Image: ©iStock.com/somchaij Copy Editor: Caitie Copple Technical Editor: Jonlee Andrews WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley’s ebook EULA ... heavily updated second edition 2 Branding For Dummies, 2nd Edition Branding For Dummies, 2nd Edition, is still the only plain English, do-it-yourself guide to branding we’ve seen, and we’ve looked... page — and start branding! Part I Getting Started with Branding For Dummies can help you get started with lots of subjects Visit www .dummies. com to learn more and more with For Dummies In this... easy-to-reference advice from each of the parts in this book Branding For Dummies, 2nd Edition Where to Go from Here True to the For Dummies format, you can start this book on any page Every portion