Description
Amy Will launched her first business at just 24 years old, and has since established four successful brands. With a Bachelor’s degree from California Lutheran University in marketing and communications, Amy’s expertise lies in SEO strategy, intentional content creation, digital community building, and strategic business partnerships. Introduction 1 Part 1: Getting Started with Branding 5 Chapter 1: Wrapping Your Brain around Branding 7 Chapter 2: Creating and Financing Your Brand 25 Chapter 3: Positioning and Defining Your Brand 43 Chapter 4: Clarifying Your Branding Goals 59 Chapter 5: Defining and Refining Your Customer Avatars 69 Part 2: Attending to Brand Fundamentals 81 Chapter 6: Creating a Brand Style Guide, Media Kit, and Templates 83 Chapter 7: Building a Branded Website, App, and Email Account 99 Chapter 8: Writing Copy That Supports Your Brand Messaging 125 Chapter 9: Building Strategic Partnerships 141 Chapter 10: Launching Your Brand 157 Part 3: Building a Strong Brand Presence 173 Chapter 11: Creating In-Person Experiences 175 Chapter 12: Blogging, Podcasting, and YouTubing 191 Chapter 13: Promoting Your Brand via Social Media 217 Chapter 14: Email Marketing 235 Chapter 15: Boosting Brand Awareness with Paid Advertising 251 Chapter 16: Building a Vibrant Community around Your Brand 267 Part 4: Feeding and Caring for Your Brand 279 Chapter 17: Scaling Your Brand Identity 281 Chapter 18: Building on Customer Loyalty and Longevity .293 Chapter 19: Dealing with Competition and Other Threats to Your Brand 309 Part 5: The Part of Tens 321 Chapter 20: Ten Ways to Make Your Marketing Campaigns Go Viral 323 Chapter 21: Ten Ways to Distinguish Your Brand from the Competition 331 Chapter 22: Ten Ways to Drive Customers to Your Website 341 Index 349
