Includes bibliographical references (pages 247-249) and index.
Just what is a brand, and who is the customer? -- Branding the heart as well as the head -- How perception creates emotion -- Perception and long-term memory -- Foreground and background -- Looking like your brand -- Your BodyBrand -- Talking the walk -- Putting your brand on the right track -- The sweet smell of brand success -- Branding the taste buds -- Brand touch and feel -- Building your Brand Halo -- Your Brand Halo Handbook -- Your Brand Storybook -- Creating your Brand Storybook -- Final thoughts.
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The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business will help you to do this by explaining the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business. Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Busine.