Build a Brand in 30 Days

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: MrSite
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