{"product_id":"brand-building-step-by-step","title":"Brand Building, Step by Step for 2027","description":"\u003cp class=\"bsbs-lead\"\u003eFind out what people really think of your brand, define what it stands for and express it consistently, treating the brand as an asset rather than a logo project.\u003c\/p\u003e\n\u003ch3\u003eWho it's for\u003c\/h3\u003e\n\u003cp\u003eFor founders, marketing leads, managers and consultants who want a brand that people recognise, remember and choose. The book assumes you already know who you serve and how you want to differ from rivals. If you are short of time, start with the brand audit in Chapter 1: it tells you which chapter to read next.\u003c\/p\u003e\n\u003ch3\u003eWhat you'll learn\u003c\/h3\u003e\n\u003cul\u003e\n  \u003cli\u003eAudit the brand you have today with Kevin Lane Keller’s customer-based brand equity pyramid, using interviews with customers, lost prospects and staff.\u003c\/li\u003e\n  \u003cli\u003eWrite a one-page brand platform – purpose, mission, values, promise and proof points – using Simon Sinek’s Golden Circle as a drafting device.\u003c\/li\u003e\n  \u003cli\u003eRun laddering interviews, after Thomas Reynolds and Jonathan Gutman, to climb from product attributes to the benefits and values customers care about.\u003c\/li\u003e\n  \u003cli\u003eProfile your brand’s personality with Jennifer Aaker’s five dimensions and Margaret Mark and Carol Pearson’s archetypes, then turn it into a tone of voice with “we are \/ we are not” pairs.\u003c\/li\u003e\n  \u003cli\u003eTest distinctive brand assets for fame and uniqueness, following Jenni Romaniuk’s approach, brief a designer well and protect what you rely on.\u003c\/li\u003e\n  \u003cli\u003eChoose a brand architecture on David Aaker and Erich Joachimsthaler’s brand relationship spectrum, and check new names with a naming scorecard.\u003c\/li\u003e\n  \u003cli\u003eAudit key touchpoints, write minimum brand guidelines, track brand health through the brand funnel and decide between a refresh and a rebrand.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eWhat's inside\u003c\/h3\u003e\n\u003cul\u003e\n  \u003cli\u003e53 pages, 8 chapters\u003c\/li\u003e\n  \u003cli\u003eEvery chapter follows the same pattern: key concepts, a step-by-step method, an illustrative example from a fictional UK organisation, a ready-to-use tool, common mistakes, key steps and a “Try it” exercise\u003c\/li\u003e\n  \u003cli\u003eTools include a brand audit grid, brand platform one-pager, brand ladder worksheet, tone of voice chart, design brief template, naming scorecard, touchpoint consistency audit and brand health tracker\u003c\/li\u003e\n  \u003cli\u003eA 30-60-90 day brand plan with checklists and a yearly brand rhythm, plus a glossary\u003c\/li\u003e\n  \u003cli\u003ePDF in A4 format — read on screen or print\u003c\/li\u003e\n  \u003cli\u003eInstant download after purchase\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eContents\u003c\/h3\u003e\n\u003col\u003e\n  \u003cli\u003eAuditing the Brand You Have Today\u003c\/li\u003e\n  \u003cli\u003eDefining Purpose, Values and Promise\u003c\/li\u003e\n  \u003cli\u003eClimbing the Benefit Ladder\u003c\/li\u003e\n  \u003cli\u003eGiving the Brand a Personality and Voice\u003c\/li\u003e\n  \u003cli\u003eBuilding Distinctive Brand Assets\u003c\/li\u003e\n  \u003cli\u003eNaming and Brand Architecture\u003c\/li\u003e\n  \u003cli\u003eLiving the Brand Inside the Organisation\u003c\/li\u003e\n  \u003cli\u003eKeeping the Brand Consistent and Healthy\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003ch3\u003ePart of The Business Library\u003c\/h3\u003e\n\u003cp\u003eThis title is one of the 55 ebooks in \u003ca href=\"\/products\/the-business-library\"\u003eThe Business Library\u003c\/a\u003e, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in \u003ca href=\"\/products\/the-ultimate-business-bundle\"\u003eThe Ultimate Business Bundle\u003c\/a\u003e, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.\u003c\/p\u003e","brand":"Business Step by Step","offers":[{"title":"Default Title","offer_id":59143572226380,"sku":"BSBS-36","price":21.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1101\/3147\/8860\/files\/bsbs-36-brand-building-step-by-step-3d.jpg?v=1791672123","url":"https:\/\/businessstepbystep.co.uk\/products\/brand-building-step-by-step","provider":"Business Step by Step","version":"1.0","type":"link"}