Additional information
by Ernie Harker (Author)
Does your brand suck?If you're a business owner with an established product or brand or have a side hustle, this is a "must-read." Why? Because you'll either discover your existing brand is on point, or Your Brand Sucks will not only tell you why it sucks, it will tell you how to fix it and give you the confidence to move forward with a rebrand, especially if you're already considering it.
Ernie condenses a career's worth of experience to bring you Your Brand Sucks.- In Part I, you'll learn the basics of branding and some common mistakes to avoid. It will be a crash course in brand development that will open your eyes and mind.
- In Part II, you will be guided through the four steps of FIRE-ing up your brand strategy. You'll be asked to Find Your Brand Spark, Identify Your Target Customers, Realize Your Core Belief, and Establish Your Brand Adjectives. When these questions have been answered and the key leaders of your company are in agreement, the decisions are documented in the form of a brand strategy.
- In Part III, you will use your brand strategy as the background and rationale to design your brand blueprints in the form of colors, patterns, textures, fonts, images, vocabulary, and sound. These are the ingredients in your branding recipe that you'll use to create all of your advertising and marketing materials. You'll also learn the secrets and strategies to help you design a logo, write a snappy tagline, create a comprehensive Brand Bible, and learn how to use it to maintain brand consistency, ensuring that your amazing new brand will grow stronger and increase its focus with every decision you make.
- In Part IV you'll put your brand blueprints to work, to guide the production of all of your sales and marketing tools like websites, brochures, packaging, interior, and exterior design, uniforms, dress codes, charities, product names, and more.
Ernie will guide you through the universal building blocks of effective brand development and take you, step by step, through a proven, successful, and effective process to create a brand that is authentic to your organization and, more important, remarkable to your customers. Ernie Harker has spent the last 25 years building brands as a creative producer, consultant, and corporate marketing executive. He knows what it's like to get his hands dirty in the trenches of design and leading marketing teams as a brand architect. One of his greatest success stories was helping turn an old western-themed convenience store brand into a $3 billion dollar adventure brand. This book intends to provide you with an effective tool to help you create a powerful, memorable, and highly effective brand that will stand the test of time. It will ignite your brand by helping you develop a solid foundation for your company's personality and guide you through the selection of the verbal and visual language needed to help bring everything to life. You'll create a brand that your customers will love, and your competitors will envy. - A brand that doesn't suck.
Number of Pages: 160
Dimensions: 0.34 x 8.5 x 5.5 IN
Publication Date: January 19, 2021
