Branding For Dummies, 2nd Edition
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By following a few simple rules, you can successfully brand your small business. As you plan, launch, and manage your branding program, remember and train others to remember these three branding rules:

  • Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization.

  • Your brand must accurately reflect the core beliefs of your organization, your leadership, and all who deliver your brand experience to consumers.

  • Consistency builds brands, so every encounter with your brand — whether with your staff, product, website, marketing communications, news coverage, social media, or other any other form of brand encounter or experience — must consistently convey your brand promise and contribute to your desired brand identity.

About This Article

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About the book authors:

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

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