href="#ulink_40e38ad4-9c58-539c-a411-934058b14fca">Surveying Different Approaches to Scaling a Brand
Conducting a Brand Audit
Creating a Scaling Plan
Outsourcing Responsibilities to Lighten Your Load
Chapter 18: Building on Customer Loyalty and Longevity
Identifying Your Top Customers
Rewarding Customer Loyalty
Getting Customer Feedback
Encouraging Customers to Share Why They’re Loyal to Your Brand
Chapter 19: Dealing with Competition and Other Threats to Your Brand
Remaining Sensitive to the Changing Needs of Your Target Market
Keeping the Competition at Bay
Protecting Your Brand
Preventing and Recovering from Publicity Disasters
9 Part 5: The Part of Tens Chapter 20: Ten Ways to Make Your Marketing Campaigns Go Viral Plan for Phenomenal Success Build Your Email List Get Emotional Compose a Catchy Campaign Slogan Never Underestimate the Power of Visuals Choose Media Outlets Strategically Pitch Your Brand to the Media Extend Your Reach with Promoted Posts on Social Media Use Hashtags to Generate Buzz Make Your Message Easy to Share Chapter 21: Ten Ways to Distinguish Your Brand from the Competition Offer Quality Products/Services Deliver Exceptional Customer Service Target a Price Point Offer a Guarantee or Warranty (or Both) Cash in on Your Good Looks: Design Become a Disrupter Create a Unique Brand Experience Carve Out a Niche for Yourself Build Community Around Your Brand Be a Force for Good Chapter 22: Ten Ways to Drive Customers to Your Website Treat Your Website as Brand Central Use SEO to Your Advantage Deliver Content That’s Fresh, Relevant, and Valuable to Your Target Market Promote Your Content on Social Media Spread the Word via Email Take Advantage of Guest Blogging Engage with Your Visitors Post Useful Content on Reddit Recruit Influencers Answer Questions on Quora
10 Index
List of Tables
1 Chapter 2TABLE 2-1 Business/brand budget
List of Illustrations
1 Chapter 3FIGURE 3-1: Determine what makes your brand special.FIGURE 3-2: A brand positioning map.
2 Chapter 5FIGURE 5-1: Gather information about your target consumers.
3 Chapter 6FIGURE 6-1: Building a custom color palette on Canva.FIGURE 6-2: Canva’s logo maker.FIGURE 6-3: Select a predesigned template.FIGURE 6-4: Customize your template.
4 Chapter 7FIGURE 7-1: Installing WordPress on Bluehost.FIGURE 7-2: The WordPress dashboard.FIGURE 7-3: A collection of featured themes in WordPress.FIGURE 7-4: You can easily customize the Divi theme.FIGURE 7-5: Creating a new web page in WordPress.FIGURE 7-6: Add an image to a page or post.FIGURE 7-7: Copy an embed code for a YouTube video.FIGURE 7-8: You can create menus from the names of existing pages.FIGURE 7-9: Copy the code in the Global Site Tag box.FIGURE 7-10: Add the Google Analytics global site tag to your site's <head>.FIGURE 7-11: Select your analytics account, property, and view.FIGURE 7-12: Google Analytics displays site metrics.FIGURE 7-13: Create a branded email account.
5 Chapter 8FIGURE 8-1: A sample editorial schedule.FIGURE 8-2: Use a keyword search tool to find common searched words and phrases...
6 Chapter 9FIGURE 9-1: Find the sweet spot where vision, goals, and target demographic ove...FIGURE 9-2: A sample cobranding partner-pitch email template.
7 Chapter 10FIGURE 10-1: A sample hit list.
8 Chapter 12FIGURE 12-1: Create a schedule
