INTRODUCTION Whether you run a multinational or a social enterprise, a charity or a one-man-band, you have a brand. Branding is all about deciding where you stand, and what makes you different from the others, then showing and telling the difference as clearly as you can to make you brand stand out. Everything that a brand is and does forms part of its identity. Building a brand’s identity makes it more recognisable, familiar and reassuring—as long as you get it right. If it’s all going well, then people are more likely to chose your brand, use it and tell their friends about it. Your branding is working when you’ve got people saying, “Yes, I know them. They’re the people who ... “... have the big blue building in the centre of town.” “... make those delicious biscuits.” “... sponsor our football team.” “... designed my favourite jacket.” What’s important is that people remember the good things about your brand, come back to it or recommend it to people they know, and don’t get you mixed up with someone else. In this book, there are 100 branding ideas; some are about brand strategy and some about specific actions you could take. Use them to give you direction, or to help evaluate the branding you’re already doing. You can read it from start to finish, or you can also pick a page at random. All the stories are here to make a point, not just as anecdotes.
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