[eBook Code] Build a Brand in 30 Days (eBook Code, 1st)

Introduction.

DAY 1 What your brand is and what your brand isn't.

DAY 2 Your brand benchmark test.

DAY 3 Finding your authentic purpose.

DAY 4 Ambition and desire: what do you actually want from this?

DAY 5 From personal ambitions to rational intent: brand strategy

REAL BRAND STORY: bpha.

DAY 6 Talent: recognizing it and developing it.

DAY 7 Establishing your brand values.

REAL BRAND STORY: Adnams.

DAY 8 Putting your brand in context: finding out what's out there.

DAY 9 and 10 Use your imagination.

REAL BRAND STORY: BeWILDerwood.

DAY 11 Who don't you want to sell to?

DAY 12 Exploring your brand through the six-legged spider.

DAY 13 Refining your unique brand essence.

DAY 14 Understanding brand 'positioning'.

REAL BRAND STORY: Bray's Cottage Pork Pies.

DAY 15 Creating the narrative.

THE EXPERT VIEW: Tracy Kenny, Aviva.

DAY 16 Your brand name: how to get it right and how to avoid pitfalls.

REAL BRAND STORY: Voluntary Norfolk.

DAY 17 Creating the internal brand positioning statement.

DAY 18 Shaping the external brand positioning line.

REAL BRAND STORY: Anthony Nolan.

DAY 19 Nurturing your greatest resource: you.

DAY 20 Do-it-yourself media relations.

THE EXPERT VIEW: Gordon Maw, MAW Communications.

REAL BRAND STORY: Jess Morgan.

DAY 21 How not to waste your advertising budget.

THE EXPERT VIEW: Chris Murphy, Chairman, balloon dog.

DAY 22 Making your brand come alive online.

THE EXPERT VIEW: Mark Cook, Marketing Director, Further Search Marketing.

THE EXPERT VIEW: Stephanie Diamond, President, Digital Media Works, Inc.

THE EXPERT VIEW: Fiona Ryder, Chief Executive Offi cer, StreamExchange.

DAY 23 A brilliant brand at every touch-point.

REAL BRAND STORY: Mr. Site.

DAY 24 Design matters.

THE EXPERT VIEW: Scott Poulson, founder of Special Design Studio.

DAY 25 Your personal brand behaviour.

DAY 26 How to get your staff to live your brand.

THE EXPERT VIEW: Caroline Rust, owner of WorkShopsWork.

DAY 27 Why cheaper isn't always better.

DAY 28 What to do when your brand gets things wrong.

DAY 29 Brand extension: opportunities and dangers.

REAL BRAND STORY: What makes Pret special?

DAY 30 Next steps.

MY REAL BRAND STORY: Hemsby & Newport.

References and further reading.

Real Brand Story and Expert View Contributors.

Brand Strategy Guru Speaking and Consultancy.