Lean Branding. Creating Dynamic Brands to Generate Conversion - Helion

ebook

Autor: Laura Busche
ISBN: 978-14-920-5415-3
stron: 292, Format: ebook
Data wydania: 2019-03-01
Księgarnia: Helion

Cena książki: 126,65 zł (poprzednio: 147,27 zł)
Oszczędzasz: 14% (-20,62 zł)

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Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help.

This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop.

Learn exactly what a brand is—and what it isn’t
Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy
Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals
Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing
Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

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Spis treści

Lean Branding. Creating Dynamic Brands to Generate Conversion eBook -- spis treści

Lean Branding: Creating Dynamic Brands to Generate Conversion
Praise for Lean Branding
Foreword
Preface
- Why I Wrote This Book
- Branding Today
- Who This Book Is For
- Whats Inside This Book
- How to Navigate This Book
- Why You Should Read This Book from Cover to Cover However You Want
- Wed Like to Hear from You
- Safari Books Online
- Acknowledgments
I. Introduction
- 1. What Is a Brand?
  - Defining Brand
  - A Closer Look at Lean Branding
    - A Little Lean Branding Theory, or Why Chameleons > Dinosaurs
    - Lean Brands Offer Shortcuts to Self-Realization
  - Recap
- 2. What a Brand Isnt
  - Why These Lies Are Dangerous
  - Misconceptions About Brands
    - Brands Are Logos
    - Brands Are Superficial
    - Marketing People Manage My Brand
    - I Control My Brand
    - If the Product Is Good, It Will Naturally Attract Customers
    - Branding Only Builds Awareness
      - 1. Strong brands open heartsand wallets.
      - 2. Trying something new? A strong brand makes it credible.
      - 3. If your datacenter crashes and burns, your brand will still be here.
      - 4. Its your edge.
      - 5. Its your price premium.
      - 6. In a fast-paced world, strong brands are often shortcuts.
    - Id Rather Invest in Product Quality
    - I Cant Measure It, I Cant Manage It
  - Recap
II. Build
- 3. Brand Story
  - Forget Everything Youve Heard About Brand Stories
  - First Things First: Whats Your Name Again?
  - Gather Your Brand Ingredients
    - Positioning: How Are You Useful to Me?
      - The positioning statement
    - Promise: What Do You Promise to Do for Me?
    - Personas: What Do I Need or Want from You?
      - Secondary research
      - In-depth interviews
      - Fly on the wall
      - Shadowing
      - The importance of carrying a field guide
    - Personality: Who Are You?
    - Product: What Will You Offer over Time?
      - Using Journey Maps to design your product experience
    - Pricing: How Much Is Your Solution Worth?
  - Bringing It All Together: Your Brand Storyboard
  - Recap
- 4. Brand Symbols
  - First Things First: Set Up Your Brand Wall
  - Back to Our Recipe: Lean Brand Ingredients
    - Logo
      - Logo design workshop
    - Colors
    - Typography
      - Why nobody designs something that you actually like
    - Imagery and Mockups
    - Stationery: The Business Card
    - Collateral: One-Sheets and Slide Decks
      - One-sheets
      - Slide decks
  - Recap
- 5. Brand Strategy
  - Social Media Marketing
    - Why Should We Post?
    - Who Should Post?
    - What Should We Post?
    - Where Should We Post?
    - How Should We Post?
    - When Should We Post?
  - Landing Pages
    - Tips
  - Search Engine Optimization
  - Content Marketing: Blogging
  - Paid Advertising
    - Display Ads
    - Search Ads
    - Social Network Ads
  - Email List
  - Video
  - Review Systems
  - Media Relations
    - Tips
  - Point-of-Purchase Optimization
  - Partnerships
  - Recap
III. Measure
- 6. Brand Traction
  - Designing Tests
  - Split Testing: Tell Me Why
  - Experiment Phobia
  - Landing Page: How to Test
    - Creating Goals with Google Analytics
    - Creating A/B Experiments with Google Analytics
      - Sample experiment design
  - Landing Page: What to Test
  - Why and How to Test Everything Else
  - Social Media Marketing: How to Test
    - Internal: Measuring Your Social Media Posts Reach, Engagements, and Follower Count
      - Reading Facebook insights
      - Reading Twitter analytics
      - Reading visual analytics (Pinterest, Instagram, Tumblr)
    - External: Measuring the Effectiveness of Social Media Referrals and Lead Count
  - Social Media Marketing: What to Test
  - Search Engine Optimization: How to Measure
    - Measuring How Well SEO Is Working on Your Landing Page
    - Measuring How Your Landing Page Ranks Versus Your Competitors
    - Measuring Which Keywords Consumers Are Using to Find Your Brand
  - Search Engine Optimization: What to Test
  - Paid Advertising: How to Measure
    - Conversion Tracking in Google AdWords
    - Conversion Tracking in Facebook Ads
  - Paid Advertising: What to Test
  - Blogging: How to Measure
    - Measuring How Many Users Read Your Content and How Much Time Theyre Spending on It
    - Measuring Whether Users Share Your Content with Others
    - Measuring Whether Your Brand Content Is Resulting in Conversions
  - Blogging: What to Test
  - Email Marketing: How to Measure
    - Measuring Email Marketings Influence in Conversion
  - Email Marketing: What to Test
  - Marketing Video: How to Measure
    - Measure How Many Users Click on Specific Calls to Action
    - Adding Cards to Your Brand Video to Trigger Conversion
    - Measure How Many Users Convert When Theyve Been Referred to Your Site via Video
  - Marketing Video: What to Test
  - Press Release: How to Measure
  - Press Release: What to Test
  - Point-of-Purchase Optimization: How to Measure
  - Point-of-Purchase Optimization: What to Test
  - Review Systems: How to Measure
  - Brand Partnerships: How to Measure
  - Recap
- 7. Brand Resonance
  - Defining Resonance
  - Resonance: Achieving Brand-Market Fit
  - Measuring Your Brands Name
    - Brand Name Association Map
    - Brand Name A/B Testing
  - Measuring Brand Positioning
    - Is Our Brand Positioning Appropriate for Our Buyers Needs?
    - Is Our Brand Positioning Coming Through Correctly?
  - Measuring Brand Promise
  - Measuring Personas
  - Measuring Our Buyer Personas Demographic Profile
  - Measuring Our Buyer Personas Psychographic Profile
  - Measuring Our Brand Journey
    - Measuring the Relevance of Product Features: Buyer Expectations
    - Measuring Whether Our Existing Brand Journey Is Resonating Well: Buyer Perception
  - Measuring Brand Personality
  - Measuring Pricing
  - Recap
- 8. Brand Identity
  - A Little Consumer Psychology for a Change
  - Back to Action: Measuring Your Brands Visual Identity
  - Measuring Your Brands Logo: Asking the Right Questions
  - Typography
  - Color
  - Collateral
  - Stationery: Business Card
  - Slide Decks
  - Recap
IV. Learn
- 9. Brand Rechannel
  - Rechanneling and Conversion
    - OhMyDisney: Same Magic, Different Content
      - Make it happen
    - J.Crew: Its Most Pinteresting Catalog Yet
      - Make it happen
    - Groove: Landing Page Fiasco
      - Make it happen
  - Are You Ready to Enter a New Channel?
  - Youve Decided to Move into a New Channel; Now What?
  - Recap
- 10. Brand Reposition
  - Repositioning and the Power of Research
    - Amazon: From Books to Z
      - Make it happen
    - A Word on Brand Extensions
    - Introducing New Product Features: Means-End Analysis
    - From Mogulus to Livestream: The Power of a Brands Name
      - Make it happen
  - Repositioning the Smart Way: Strengthening Consumer Learning
  - Youve Decided to Reshape Your Brand Story; Now What?
  - Recap
- 11. Brand Redesign
  - Consistency: The Opportunity Cost
  - Common Costs of Pivoting Visual Brand Identity
  - Common Benefits of Pivoting Visual Brand Identity
  - When Pivoting Visual Brand Identity Is a No-Brainer
    - Mall of America: The Role of Color
      - Make it happen
    - AOL Inc. and Dynamic Brand Identities
      - Make it happen
    - The Innovation Warehouse and the Value of Iterating Gradually
      - Make it happen
  - Youve Decided to Redesign Your Brand Symbols; Now What?
  - Recap
- 12. Conclusion
A. Glossary
B. Credits and References
- Image Credits
  - All Chapters
  - Chapter 3
  - Chapter 4
  - Chapter 7
  - Chapter 8
  - Chapter 11
- Font Credits
Index
About the Author
Copyright