Conscious Branding

Conscious Branding is a step-by-step process that enables entrepreneurs to consciously build a differentiating brand using the Brand Map, a simple visual diagram of how brands function throughout an organization. The Brand Map helps managers and staff visualize their brand and demonstrates how they can make their brand real through everything they do. Conscious Branding is targeted to anyone who understands the need to differentiate their organization from competitors. The process works equally well for Fortune 500 companies and local service, manufacturing, and retail businesses. The book takes the reader through a linear process, beginning with building a brand platform and then showing how to maintain a consistent brand through marketing communications, product/service design, and operations. Our goal is to make the complex simple. Type in “branding” or “brand” in any search engine and you’ll ? nd tens of millions of pages on the subject. There are scores, if not hundreds, of books on the subject. We don’t intend to add to the confusion. Conscious Branding describes a simple, easy-to-understand, and tested-in-real-life system. We believe that if one understands the system, or the principles of how brand works, they can make adjustments to ? t their particular application. Our objective with the book is to say as much as we can with as few words as possible. As business people and marketers, we know that most executives already have too much information to process, so we have made the book a quick read, with actionable steps. This is a book born of practical, on-the-ground experience with organizations of all stripes. Keywords Brand, branding, brand building, Brand Map, brand foundation, marketing, marketing communications (position, personality, promise), unique brand components, brand experience, brand distribution, identity, naming, TOMA (top of mind awareness), brand structure, market researc