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A step-by-step playbook for building and managing brands that become your business's biggest asset. Packed with real-world examples and actionable advice
AVAILABLE FOR PURCHASE
years of collective expertise in creating successful brands
50
I wrote this book for a diverse audience:
Who Is This Book For
Whether you're starting from zero or looking to sharpen an existing brand's image, this book gives you the tools to stand out and get noticed
Get the deep brand insights you need to set clearer goals for your marketing and PR teams — and keep their work on track
Learn to define your brand's soul — its philosophy, character, and voice. Then use it to create work that doesn't just grab attention, but wins hearts and builds loyalty
Learn why brand identity—not personal taste or trends—must drive your visual and spatial decisions. Discover how to create work that doesn't just look good, but makes the brand stronger
Your people on the front line? They are your brand's voice. Learn to shape every guest interaction so it builds trust and keeps them coming back
Your work defines how a brand looks. This book shows you how to build visual identity and communication design that flows from the brand's soul—not your personal taste. Create work that amplifies the right image, not one that fights it
Build an employer brand that attracts the right people. Create a culture that keeps them. Develop training that breathes your brand—and watch engagement soar
Get the real-world foundation in branding, marketing, and design you need to start your career with confidence. No fluff—just practical knowledge
Take the proven principles of corporate branding and apply them to you. Define your DNA. Craft your image. Become recognizable and unforgettable
THE MORE PROFOUNDLY THE FOUNDER AND THEIR TEAM EXPLORE THE BRAND'S CORE IDENTITY, THE MORE POWERFUL A BRAND THEY CAN FORGE — SPARING THEMSELVES MANY MISSTEPS IN CRAFTING BRAND OFFERINGS AND COMMUNICATIONS
In this book, you'll discover how to:
What This Book Is About
Create something people can't stop talking about. Build a product or company — or a personal brand — whose strategy becomes the one to copy
Learn what a brand really means, where to start with branding, and why it's the secret weapon for growing any business — in any industry
Dive into the building blocks: brand platform, essence, philosophy, personality, positioning, storytelling, and identity. Skip these, and you're just guessing — managing your brand on intuition, not strategy
Find your big idea — and craft a unique value proposition that sets you apart
See how it drives everything you do — from the products you make to the way you talk, and how the world sees you
Learn how they're built — and how they shape everything from your packaging to your identity, and every message you send, inside and out
Create moments that matter — experiences that don't just satisfy, but turn customers into true believers who can't stop talking about you
Understand what your logo, your colors, your entire brand book — should really be built on
Build a unified marketing strategy where every campaign works together — to boost your image and protect your reputation
Learn how to craft communications that pull people in — and turn them into your biggest advocates
A BRAND PLATFORM IS THE BLUEPRINT. IT'S WHERE YOU SYSTEMATICALLY DEFINE YOUR BRAND'S IDENTITY — WHO YOU ARE, WHAT YOU STAND FOR, STRAIGHT FROM THE FOUNDERS' VISION
Table of Contents
Introduction
The Spirit of Place
Chapter 1. Branding Basics
What is a brand, really? What's branding, and why should you (and your customers) care? We break down the key ingredients of a strong brand, how it shapes perception and drives business value — and bust the biggest myths along the way
Chapter 2. Where It All Begins: The Roots of Your Brand
How values and insights lay the groundwork. Where do ideas and trends really come from? How to build — and package — consumer, social, and emotional value. Finding the sweet spot and crafting a unique value proposition that actually works with your business
Chapter 3. Brand Platform
Explains how an integrated brand management system is developed
Chapter 4. Brand Philosophy
What drives your brand? A deep dive into vision, mission, and values — the pillars that guide everything
Chapter 5. Brand Character
Explains what brand personality is and which character traits make a brand cohesive and recognizable.
Chapter 6. Tone of Voice, Positioning, and the Brand Promise
How a brand's voice, narrative, and origin story shape its unique communication with the audience — and how they influence both the visual and conceptual identity of the brand
Brand Identity and Attributes
Conclusion
Independent consultant: strategic brand management & business development. 30 years of global experience. Certified Professional Marketer (AMA)
Founder of White Rabbit Family (25+ brands: White Rabbit, Sakhalin, Selfie, Krasota, Gorynych, Guidon, Ikura, She, Tekhnikum, WA Garden and other).
Bestselling author of Management Through the Eyes of a Restaurateur
Bestselling author of Management Through the Eyes of a Restaurateur
DMITRY ZAVRAZNOV
BORIS ZARKOV
OUR MISSION IS TO EMPOWER ENTREPRENEURS IN CREATING INTELLIGENT MARKETS — MARKETS THAT SERVE PEOPLE, ENHANCE QUALITY OF LIFE, AND RENDER BUSINESS MORE FULFILLING, DYNAMIC, AND PROFITABLE
Individual entrepreneur Zarkov Boris Konstantinovich
Primary State Registration Number (OGRN) 315774600389961
TIN 770104752190
Primary State Registration Number (OGRN) 315774600389961
TIN 770104752190
