IN THIS PART …

• Get a quick primer on branding, including the purpose of branding, the different types of brands, what brand architecture is all about, deciding when creating a brand makes sense, and a bird’s-eye-view of the 10-step branding process.
• Build a brand from the ground up, starting with deciding what you’re going to brand and identifying a market niche and moving on to the process of creating a business around your brand and securing the money to finance it.
• Position and define your brand, which involves differentiating your brand from everything else already out there, deciding what your brand’s essence will be, and coming up with a clever, catchy name for your brand that also clearly describes it.
• Identify your branding goals, build a plan to meet those goals, and measure the success of your branding activities, so you can make data-driven changes to your strategy and tactics.
• Define your customer avatars (after, of course, figuring out what the heck a customer avatar is). It all starts with getting to know the people in your target market and then describing them as a group in 50 words or less.