Points are good because they stick into things. This book helps you find yours. Every brand needs a point, a sharp definition of its purpose that will stick in people's minds. It stands to reason that a company that is aligned behind a shared point will have a better chance of success than one that isn't. However, this means making a choice about what that one point is, and making that choice can be can fiendishly hard to do. A Brand Strategy can do this. This book introduces the Brand Arrow, an easy to follow process to enable every reader to write their own brand strategy. Each Brand Arrow contains the vision, proposition, values, key messages and customer profiles that will ensure your brand's logo, website, social media, brochures and sales pitches find their target.
Foreword Introduction: The Role of This Book and How to Use It 1. Brand: An Exploration of What the Term Actually Means 2. Why Brand is Important: The Point of Having a Point 3. Vision: Defining Your Destination 4. Positioning: Describing the Essence of the Brand 5. Brand Proposition: Communicating the Essence of the Brand 6. Values: Capturing the Character of the Brand 7. Name: A Wide Open Door to Your Organization 8. Logo: Expressing the Point of the Brand in an Instant 9. Audience: Who the Brand Will Engage With 10. Messaging: What the Brand Will Say to Its Audience 11. Marketing: Getting the Brand Into the Right Hands 12. Sales: Everybody Needs to Sell Conclusion Appendix: Building Your Brand Arrow Acknowledgements References