Manual Twenty - Legendary Branding

            Branding is a concept that came into prominence in the 1990s. It was clear that some companies had brands that had high value because they elicited great loyalty from consumers. Coca-Cola is a prime example. Even on a local scale, a brand could have value. The name of one store might stand for high quality – like Tiffany for jewelry. Or, it might stand for value like Wal-Mart. Or, be associated with an entertaining personality, like many car dealers who ride animals and televise other stunts.

            Historically, brands were looked at in simple terms. A brand had an image. Advertising and other marketing should build and support an image that appealed to consumers. The Marlboro Cowboy is a prime example. Over many years, it took the cigarette from almost last to first in sales.

            Many of you will not have products to brand. You teach yoga or are a lawyer, beautician, accountant, contractor, or other service provider. You are, however, branding yourself or your services. You want your “brand” to be clear in prospects’ and customers’ minds and you want it to attract them. Thus, the branding concept relates closely to your USP and positioning.

In this manual, you will discover:

• How to develop your own “brand”. 
• What branding can do for you. 
• How not to be carried away by branding and when to ignore it. 
• How branding relates to your USP and positioning. 
• How “style guides” can help you think about branding. 
• Why line extensions can be dangerous to your brand. 
• How to get maximum profit from branding.