Branding your business : promoting your business, attracting customers and standing out in the market place / James Hammond.

At head of title: The Sunday times.

Includes bibliographical references (pages 247-249) and index.

Introduction -- Nothing but the brand -- Just what is a brand, and who is the customer? -- Just what is a brand? -- People are brands, too -- Don't give me facts... my mind's made up -- Branding brings benefits -- A brand? It's nothing but a pain in the backside -- An emphasis on identity -- The brand landscape of today -- Defining a brand -- Who is the customer? -- The changing face of the customer -- The two keys of branding -- The all-encompassing Brand Halo -- A brand of EPIC proportions -- Branding: not a cover-stick for a spotty business -- Understanding emotion -- Branding the heart as well as the head -- Defining emotions -- Two pathways to purchasing -- How many emotions are there? -- Features... and benefits -- Maslow's Hierarchy of Human Needs -- Adaptive or supportive emotions - youdecide -- Defining your product or service's emotional benefit -- Supporting your emotional benefit -- Perception is reality -- How perception creates emotion -- Generating emotions -- What is perception? -- Perception and long-term memory -- Reception -- Selection -- Understanding the scheme of things -- Interpretation -- Reaction -- The myths of emotional branding -- Long-term memory -- Here endeth the psychology lesson -- Making sense of the senses -- Foreground and background -- Looking like your brand -- Creating a visual brand identity -- Good design... or bad design? Who chooses? -- Your reception area -- Your office environment -- What's in a name? -- Use technology to your advantage -- Your Body -- Brand -- Visual communication - up close and personal -- Seeing eye to eye with your customers -- Standing up (or sitting down) for your brand -- Handshakes from hell -- Give yourself a body check -- Checklist for non-verbal communication -- Talking the walk -- Speech -- Creating rapport with your customers -- Listen and respond -- The two ingredients of a customer conversation -- Reasons for customer contact -- Customer communication checklist -- Putting your brand on the right track -- Audio logos and jingles -- Blow your trumpet, sound your horn -- Good telephone etiquette -- Giving customers audio guidance -- Spatial enhancement -- Music while you work -- Don't miss audio opportunities -- The sweet smell of brand success -- Smells evoke memories -- The Singapore Girl sensory brand -- Defining your brand's smell -- Your Brand -- Scent environment -- Charity shops - a smelly problem? -- Scenting the product or service -- Service with a smell -- Aromatic publicity and promotions -- Containing the smell -- Your personal scent: good or bad idea? -- Use scents and aromas with care -- Branding the taste buds -- Getting the edge in food and drink -- A tasty non-food business -- Sweet ways to brand your business -- Taste buds and business tie-ins -- Brand touch and feel -- Getting in touch with your brand -- Add an emotional touch to your product -- Bringing your brand to the surface -- Branding on the can -- Using touch in a service business -- Charities can benefit from a tactile approach -- It's your turn to be tactile -- Touching what surrounds you -- A sense of touch on the web -- Innovation -- Building your Brand Halo -- The idea behind a Brand Halo -- The right parts of your business - but not all parts -- Customer contact timeline -- Determining your key customer contact points -- Involve your employees -- Creating your Brand Reflections -- A Brand Reflection example -- Incorporating the five senses -- A complete Brand Reflection -- Your Brand Halo -- Finding out some contact preferences -- Modalities: a preferred sense of contact -- Focus on the major trends -- Asking the questions -- Vive la difference -- Your Brand Halo Handbook -- Your choice of contents -- A sample page from the Brand Halo Handbook -- A Handbook for your business - and your people -- Communicating your brand -- Your Brand Storybook -- The need for stories today -- Creating your Brand Storybook -- Your 'Brand -- Me' Story -- Tell your story as though you mean it -- Your Business -- Brand Story -- The reasons behind your brand -- Taking a stand for your brand -- Service with a stance -- Your People -- Brand Story -- Attracting good candidates -- Selecting your potential employees -- Retaining your people -- Your Brand -- Bite -- Make use of metaphors -- Creating a slogan or strapline -- Final thoughts.

"A successful business must create a memorable brand and fix it in the consumer's mind. Branding Your Business helps entrepreneurs do this by explaining the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a "DIY" brand audit, and how to use marketing NLP and psychological principles to make an impact. Based on the theory that a brand is the total perception a customer has about a company, its products, and its services, Branding Your Business reveals what to do to create and manage successful brands, enabling entrepreneurs to improve profits."--Publisher description.

Machine converted from AACR2 source record.