Cambridge Business Association
Build a Brand in 30 Days
Book

Build a Brand in 30 Days

Simon Middleton
Capstone, 2010
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Editorial Rating

7

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Recommendation

Self-proclaimed “brand guru” Simon Middleton explains in clear, easy-to-understand terms what branding is, and then he tells you how to do it in this systematic guide to do-it-yourself branding. Even though he writes for small-business owners and entrepreneurs, Middleton’s process applies to large businesses and corporations as well. He makes his subject so enjoyable and even inspiring that reading his guide is like having a conversation with a witty, knowledgeable and helpful friend. However, Middleton ambitiously proposes that you undertake a different branding activity each day for a month. But even if you decide to stretch the 30 days to three months or more, he does explain how to get the job done. And it costs a lot less than hiring an agency or consultant. getAbstract recommends Middleton’s advice, if not the exact timing of his process.

Summary

Basic Branding

To develop and implement a branding strategy, you must understand what branding is and is not. Branding is often confused with marketing, advertising or even logos. But branding isn’t part of a marketing strategy, and it isn’t just your slogan. Your brand is the image of your product or service in the minds of your customers. It is “all the meanings that all your possible audiences carry around about you in their heads and in their hearts.”

John Lewis is a British department store. When they hear its name, people who are familiar with the brand associate it with “quality, service, value, partnership” and the “middle class.” Even though its customers come from a variety of backgrounds, they all distill the same meanings from the brand. The Nike swoosh also evokes a shared set of associations, including “achievement, sport...fashion, quality...high-profile sponsorships.” Nike’s brand creates an aura and personality Nike cannot achieve through its products alone.

Why Brand?

Consumers don’t base all their purchasing decisions on analyzing features and benefits. Often they rely on their emotional connection with a brand. Whether they are purchasing...

About the Author

Simon Middleton founded The Brand Strategy Guru. He hosts The Brand Effect on British television.

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