Many businesses do not really know what they want to stand for. But consumers are increasingly judging brands by what they believe in, stand for, and do in the world. Identity-driven branding concentrates on who made something (Brand Personality & Culture), why (Brand Vision & Purpose), and how (Brand Values). Leaving brands and products ‘naked’ without a compelling brand identity, is a wasted opportunity to create value for customers and competitive advantage for the brand.
A big part of the brand-building process deals with the creation of ‘meaning’. Building a brand is about developing brand identity. And brand identity planning is a brand’s DNA configuration. It helps to create a brand’s unique fingerprint, to give it an aura and soul, and a personality all of its own.
As marketing professor at emlyon business school, I focus on ‘how to build high-end brands’ and especially on 'how to create brand identity’ since many years. And that’s also what this book concentrates on: How to create brand meaning. Based on the Brand-Building Canvas, step-by-step, you will learn how to build a brand and find out what you want your brand to stand for – by moving through a separate section for each of the brand identity building-blocks.
How to Build a Brand to Change your World
Brand-Building Workbook for High-end Cultural & Creative Businesses
Publication date: 05/09/2019
A step-by-step brand-building workbook for high-end cultural & creative brands to rethink your branding strategy or to create a powerful brand from scratch.
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