A debut guide dispenses advice to beginners on the vital world of branding.
Kalayjian’s book concentrates on a business and marketing concept that has only grown in significance as the internet has blossomed and social media has increased the chatter in everybody’s lives. These developments have made the process of cutting through that noise extremely important for any new business or enterprise. The most effective way of navigating through that atmosphere of undifferentiated messages is through branding—which, if done successfully, helps to guarantee that, as the author puts it, “when people find out about your brand, they will be eager to explore it.” And that method of finding out about a brand comes with its own serious risks that have only grown steeper in the internet age, as Kalayjian takes pains to point out many times in his fast-paced, information-dense work. Branding, he insists, “can no longer be an exercise in manipulating perceptions with phony images and clever slogans.” Nowadays, as the crucial centrality of branding has increased, so too have the number of ways it can be done wrong—hence the need for this lively, energetically engaging handbook on the subject. The author clarifies that the foremost element of this process is to understand the thing being branded. Business leaders are encouraged to carry out a “SWOT” analysis of their own companies—Strengths, Weaknesses, Opportunities, and Threats—in order to get a clear picture of how to win the branding game. Kalayjian takes readers through all the aspects of his topic: How to come up with a catchy brand name; how (and the reasons) to copyright it; what to concentrate on when designing a logo; and so on. The author deftly illustrates everything along the way with examples drawn from hundreds of well-known, modern brands. It’s a hefty amount of material, and this manual is a cogent, approachable guide to all of it.
A wide-ranging, inclusive, and invaluable look at creating, guarding, and promulgating a brand in today’s marketplace.