Introduction 1
Part I: Getting Started with Branding 5
Chapter 1: Putting Brands and Branding in Perspective 7
Chapter 2: Why, What, How, and When to Brand 23
Chapter 3: Gearing Up to Brand or Build a Better Brand 43
Chapter 4: Powering Up Your Personal and One-Person Business Brands 59
Part II: Building a Brand, Step by Step 73
Chapter 5: Profiling and Positioning Your Brand 75
Chapter 6: Putting Your Brand into Words 99
Chapter 7: Naming Your Brand 111
Chapter 8: Designing Your Logo and Tagline 131
Part III: Winning Brand Fans and Followers 151
Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153
Chapter 10: Branding in the Digital Age 171
Chapter 11: Engaging Your Brand Audience Online with Social Media 189
Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209
Part IV: Caring for Your Brand 233
Chapter 13: Perfecting Your Brand Experience 235
Chapter 14: Winning Brand Loyalty 251
Chapter 15: Valuing and Leveraging Your Brand 265
Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289
Part V: Protecting Your Brand 305
Chapter 17: Defending Your Brand Legally and through Careful Usage 307
Chapter 18: Taking Action When Bad Things Happen to Good Brands 319
Part VI: The Part of Tens 335
Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337
Chapter 20: Ten Branding Mistakes and How to Avoid Them 343
Chapter 21: Ten Branding Truths to Remember 349
Index 355