Putting Your Customer Avatars to Work
6 Part 2: Attending to Brand Fundamentals Chapter 6: Creating a Brand Style Guide, Media Kit, and Templates Creating a Brand Style Guide Assembling and Using a Media Kit Creating Your Own Branded Templates Chapter 7: Building a Branded Website, App, and Email Account Going It Alone or Hiring a Developer Claiming Your Domain Name and Choosing a Hosting Service Walking Through the Basics of Building a Website Driving Traffic to Your Site Using Web Analytics to Improve Your Online Branding Activities Establishing a Branded Email Account Launching a Branded App Chapter 8: Writing Copy That Supports Your Brand Messaging Exploring Types of Copy You Can Use to Promote Your Brand Deciding Whether to Fly Solo or Hire a Copywriter Creating an Editorial Calendar Crafting Brand-Boosting Copy Maximizing Your Reach with Search Engine Optimization Chapter 9: Building Strategic Partnerships Considering Potential Benefits and Risks of Strategic Partnerships Finding and Selecting a Cobranding Partner Developing and Delivering a Pitch for a Strategic Partnership Agreeing on the Terms of Your Partnership Steering Clear of Common Partnership Pitfalls Chapter 10: Launching Your Brand Planning Your Launch Campaign Tapping the Power of the Press to Launch Your Brand Improving Your Campaign’s Chances of Going Viral
7 Part 3: Building a Strong Brand Presence Chapter 11: Creating In-Person Experiences Creating a Pop-Up Shop Getting Your Products into Stores Taking Advantage of Marketing Event Opportunities Chapter 12: Blogging, Podcasting, and YouTubing Appreciating the Value of Content Marketing Promoting Your Brand Via Podcasting Blogging to Promote Your Brand Building Brand Recognition with Online Videos Monetizing Your Content Chapter 13: Promoting Your Brand via Social Media Getting Started with Branding on Social Media Following the Rules of the Road Harnessing the Power of Photos and Video Teaming Up with Influencers Saving Time and Effort with Social Media Management Tools Chapter 14: Email Marketing Becoming a Trusted Sender Defining Your Objectives Building a Quality Email List Composing Effective Email Messages Exploring Email Marketing Platforms (Free and Paid) Tracking Results: Email Metrics Chapter 15: Boosting Brand Awareness with Paid Advertising Weighing the Pros and Cons of Paid Advertising Getting Started with Paid Advertising Working with Advertising Agencies Tracking Results Chapter 16: Building a Vibrant Community around Your Brand Starting with a Sense of Purpose Creating Safe Spaces Stimulating Engagement Empowering Your Community Remaining Positive At All Times
8 Part 4: Feeding and Caring for Your Brand Chapter 17: Scaling Your Brand Identity Surveying Different Approaches to Scaling a Brand Conducting a Brand Audit Creating a Scaling Plan Outsourcing Responsibilities to Lighten Your Load