# How to Launch a Brand  ## Metadata - Author: [[Fabian Geyrhalter]] - Full Title: How to Launch a Brand - Category: #books ## Highlights - Where most brands explain what they do and how their product differs, remarkable brands go one step further—they tell the audience why their brand exists. ([Location 126](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=126)) - Tags: [[pink]] - What makes your brand unique? Why will consumers be drawn to your product? How does the audience perceive your brand? These critical questions play into your brand’s place in the market—its positioning. ([Location 140](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=140)) - Tags: [[pink]] - The Positioning of a Brand Serves to Define Two Points: What the product does How the product is viewed by the target audience in the competitive landscape in the short and long term ([Location 145](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=145)) - Tags: [[pink]] - Functional (solves a problem or provides a tangible benefit) Symbolic (provides a feeling of belonging or self-image benefit) Experiential (provides physical or mental stimulation) ([Location 150](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=150)) - Tags: [[pink]] - “To (target audience), our product is the (category) that provides (functional, symbolic, or experiential benefits) because (support/reasons to believe).” ([Location 156](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=156)) - Tags: [[pink]] - Note: Positioning statement - There are four sources of brand identity associations: Brand as Product, Brand as Organization, Brand as Person, and Brand as Symbol. ([Location 172](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=172)) - Tags: [[pink]] - Smart brands have a unique quality that sets them apart. Bridget Field (Small Business, BC) calls this the “so-what factor.” If you’re opening a coffee shop, ask yourself, “So what? Isn’t there a coffee shop on every corner? What makes my coffee shop different?” ([Location 212](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=212)) - Tags: [[pink]] - A Good Selling Proposition: “A 10 year bumper-to-bumper warrantee” A Poor Selling Proposition: “Quality customer service” The first claim makes a specific promise, whereas the latter feels wishy-washy and is easily duplicated by any competitor. ([Location 216](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=216)) - Tags: [[pink]] - Smart brands make an emotional promise to their audience by touting their product’s features and benefits. These emotional benefits may include safety, affection, status, self-fulfillment, knowledge, independence, and stability. ([Location 234](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=234)) - Tags: [[pink]] - “People don’t care about you until they know you care about them.” ([Location 241](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=241)) - Tags: [[pink]] - Branding for new ventures is first and foremost about an emotional connection—a strong immediate bond—between product/service and person (the customer). If you make that happen, you can sit back and let the competitors come your way; you are protected. ([Location 323](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=323)) - Tags: [[pink]] - Peer Insight’s Tim Ogilvie advises that to attract the best employees and customers, businesses should promote themselves as “a cause—not just a company” (Berger, 2013) ([Location 335](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=335)) - Tags: [[pink]] - Consumers respond to brands that have a coherent and straightforward message. ([Location 375](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=375)) - Tags: [[pink]] - Aim for a name with three syllables or less. ([Location 531](https://readwise.io/to_kindle?action=open&asin=B01H81MN3U&location=531)) - Tags: [[pink]]