Your Comprehensive Guide to Launching a Brand: from Positioning to Naming and Brand Identity
In this book Fabian Geyrhalter shares expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.
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“Design will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand.”
– Excerpt from the book How to Launch a Brand
“The word 'brand' needs a re-branding–due to its brand longevity the brand legacy is not brand-correct anymore.”
– Excerpt from the book How to Launch a Brand
“A Brand Platform is a layered and interconnected web held together by a core of company values.”
– Excerpt from the book How to Launch a Brand
“Too often, new brands rush to create a company name and visual identity before having a firm Brand Platform in place, essentially putting a beautifully designed cart miles before the horse.”
– Excerpt from the book How to Launch a Brand
“If you're working on an app for toddlers, spend a day crawling around with them. There is no better way to gain insight into your audience than by spending ample time with them.”
– Excerpt from the book How to Launch a Brand
“When people ask you what your company name means (and they will), make sure it comes with a good story to back it up.”
– Excerpt from the book How to Launch a Brand
“Be mindful of how your brand mark reflects the core principles of your Brand Platform. Your design doesn't have to capture the entire story of your brand, but it should represent a unified idea about the purpose of your brand.”
– Excerpt from the book How to Launch a Brand
“Analyze the Brand Atmosphere–the visual 'aura'–of your top three (future) competitors and write down how you can innovate through design in your industry.”
– Excerpt from the book How to Launch a Brand
SPEAKING Fabian Geyrhalter is a frequent speaker at conferences and universities worldwide and holds branding workshops at incubators and corporations. To contact Fabian for an event, click here.
WORKSHOPS In Fabian Geyrhalter's popular proprietary one-on-one workshop he will re-define your company’s vision and turn it into the foundation of a meaningful brand. Contact us for details or to schedule your workshop.
BIGGER THAN THIS is a quick read about the deceptively difficult task of turning your venture into an admired brand. Inspired by a new wave of commodity brands that is winning hearts, using the eight traits and their commandments in this book will guide you to your specific path to turning your venture, may that be a commodity product or a hot startup, into a better, more beloved brand.
