The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business.
Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.
James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, BT and EMI. He has created and chaired key European conferences on Customer Care and Managing Change, and conducts workshops and training programmes across the UK.
Chapter - 00: Introduction; Chapter - 01: Just what is a brand?; Chapter - 02: Branding the heart as well as the head; Chapter - 03: How perception creates emotion; Chapter - 04: Perception and long-term memory; Chapter - 05: Foreground and background; Chapter - 06: Looking like your brand; Chapter - 07: Your BodyBrand; Chapter - 08: Talking the walk; Chapter - 09: Putting your brand on the right track; Chapter - 10: The sweet smell of brand success; Chapter - 11: Branding the taste buds; Chapter - 12: Brand touch and feel; Chapter - 13: Building your Brand Halo; Chapter - 14: Your Brand Halo Handbook; Chapter - 15: Your Brand Halo Storybook; Chapter - 16: Creating your Brand Halo Storybook; Chapter - 17: Branding and social media; Chapter - 18: Final thoughts