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Brand Management for Dummies®, Frontify Special Edition These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management Frontify Special Edition by Stephanie Diamond These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management For Dummies®, Frontify Special Edition Published by: John Wiley & Sons, Ltd., The Atrium, Southern Gate Chichester, West Sussex, www.wiley.com © 2020 by John Wiley & Sons, Ltd., Chichester, West Sussex Registered Office John Wiley & Sons, Ltd., The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior written permission of the Publisher. For information about how to apply for permission to reuse the copyright material in this book, please see our website http://www.wiley.com/go/permissions. Trademarks: Wiley, For Dummies, the Dummies Man logo, The Dummies Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. Frontify and the Frontify logo are trademarks or registered trademarks of Frontify AG. All other trademarks are the property of their respective owners. John Wiley & Sons, Ltd., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: WHILE THE PUBLISHER AND AUTHOR HAVE USED THEIR BEST EFFORTS IN PREPARING THIS BOOK, THEY MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS BOOK AND SPECIFICALLY DISCLAIM ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. IT IS SOLD ON THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING PROFESSIONAL SERVICES AND NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. IF PROFESSIONAL ADVICE OR OTHER EXPERT ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL SHOULD BE SOUGHT. For general information on our other products and services, or how to create a custom For Dummies book for your business or organization, please contact info@dummies.biz, or visit www.wiley.com/go/ custompub. For information about licensing the For Dummies brand for products or services, contact contact BrandedRights&Licenses@Wiley.com. ISBN 978-1-119-67729-1 (pbk); ISBN 978-1-119-67728-4 (ebk) Printed in Great Britain 10 9 8 7 6 5 4 3 2 1 Publisher’s Acknowledgments Project Editor: Martin V. Minner Business Development Editorial Manager: Rev Mengle Representative: Frazer Hossack, Karen Hattan Associate Publisher: Katie Mohr Production Editor: Siddique Shaik These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Table of Contents INTRODUCTION ............................................................................................... 1 About This Book ................................................................................... 1 Icons Used in This Book ....................................................................... 1 Beyond the Book .................................................................................. 2 CHAPTER 1: Understanding the Meaning of Brand ....................... 3 Defining What Brand Is ........................................................................ 3 Establishing culture and values ..................................................... 5 Recognizing purpose ...................................................................... 5 Branding as an Evolving Concept ....................................................... 6 Understanding the impact of authenticity ................................... 6 Recognizing the role of psychology .............................................. 7 Choosing Names and Images ............................................................. 8 Learning Brand Concepts .................................................................... 9 Understanding brand identity versus brand image ................... 9 Benefitting from brand equity..................................................... 10 CHAPTER 2: Delving into Brand Management ................................. 11 Understanding Brand Management ................................................ 11 Dipping into Brand Management Essentials .................................. 13 Recognizing the importance of brand design ........................... 13 Focusing on communication ....................................................... 14 Recognizing internal brand management and behavior .........14 Learning Brand Management Basics ............................................... 16 Recognizing touchpoints .............................................................. 16 Taking the customer journey ...................................................... 16 Leveraging Technology for Brand Management ............................ 18 Understanding How Brand Management Helps Your Organization .............................................................................. 19 Future-Proofing Your Business ......................................................... 20 CHAPTER 3: Presenting Best Practices for Brand Management ........................................................ 21 Looking at Differentiation ................................................................. 22 Maintaining Focus .............................................................................. 24 Providing a Consistent Message ....................................................... 26 Table of Contents iii These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Enhancing the Customer Experience ............................................... 27 Developing Key Performance Indicators ......................................... 28 Involving Everyone ............................................................................. 28 CHAPTER 4: Focusing on the Operational Side ................................ 29 Reviewing the Operational Side ....................................................... 29 Creating Branded Content ................................................................ 30 Focusing on content needs .......................................................... 30 Looking at content operations .................................................... 31 Distributing your messages ......................................................... 32 Maintaining a website .................................................................. 32 Utilizing social media channels ................................................... 33 Promoting with media .................................................................. 34 Measuring Your Brand’s Success ...................................................... 34 CHAPTER 5: Discovering What Comes Next ....................................... 35 Personalizing Experiences ................................................................. 35 Personalizing Content ........................................................................ 36 Making Branding More Human ........................................................ 37 Building Your Brand Tech Stack ....................................................... 38 Delivering faster answers ............................................................ 38 Increasing automation with artificial intelligence ..................... 39 Deploying voice search ................................................................ 40 Utilizing live streaming ................................................................. 40 Utilizing real-time data ................................................................. 41 Practicing a Branding Mindset Before Getting Started ..................42 CHAPTER 6: Ten Steps to a Stronger Brand ........................................ 43 iv Brand Management For Dummies, Frontify Special Edition These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Introduction elcome to Brand Management For Dummies, Frontify Special Edition. In this book, you’ll discover why main- Wtaining a strong brand is essential to the success of your company. About This Book This book covers several topics, including the following: » Defining the term “brand” and how a brand is created » Identifying the elements of brand management » Looking at best practices » Focusing on the operational side of brand management » Looking at the future of brand management » Understanding the ten steps to building a powerful brand Icons Used in This Book Throughout this book, icons highlight important information. Here’s what they mean: The Tip icon highlights information that can make doing things easier or faster. The Remember icon points out things you need to remember when searching your memory bank. The Warning icon alerts you to things that can be harmful to you or your company. Introduction 1 These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Sometimes this book gives you
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