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Branding in terms of what the brand stands for
on 7 December 2015
This is a no nonsense guide explaining how to build a brand for your business which attracts customers and increases sales and profits.
There is a big business branding issue that small companies shouldn't copy. I hate much of the advertising done by big businesses and the way that encourage small businesses to waste their money doing stuff which doesn't have a chance of working. How often have you watched TV adverts and wondered what it was all about and then struggled to remember the name, let alone any reason to buy that product instead of a competitor's.
Brand based advertising is too expensive for the majority of small businesses. However branding is one way a business can differentiate itself from competitors so I can't ignore the concept all together.
There are two aspects of branding:
1 - Brand awareness - how many people know the name.
2 - What the brand stands for.
Look at Ford. You know the name but what does it stand for other than "motor cars"? What image (if any) pops into your head when you hear the name? Its brand is spread too widely.
This book is all about the second issue, what your brand stands for. Name recognition isn't enough, except in extreme picking situations where you buy because you can't see any difference in the products but at least you know one name. The real aim of branding is to create a strong emotional connection with the customers so your brand means something to them.
This book, long considered a marketing classic, sends out a very clear message and is written in a way that's easy to read and simple to understand.
Its age may be a problem for you. This book was published well before we had Facebook, Twitter and the rest of the social media websites that have helped to increase the customer power of what a brand really means.
It won't tell you in detail how to create your own strong brand. You need another book for that. It will make it very clear what you're trying to do and what you must not do if your are going to create a brand which differentiates your business in a crowded marketplace.
About my book reviews - My goal is to help you to find the best business advice. I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.