How to launch a brand

SHARE QUOTES FROM THE BOOK

“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

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READER REVIEWS

Innovators everywhere will want to read this slim on size but hefty on advice [book]…It is straightforward, easy to read and offers a logical framework for the branding process.

- Portland Book Review

As a business owner, I believe that this book will help entrepreneurs as well as managers in charge of launching new products, services or companies to think brand-centric. I learned a lot from Fabian and the FINIEN team in this incredible, easy-to-read book.

- Best Biz Books

Fantastically helpful book for anyone looking to or thinking about starting their own business. Practical thoughts with actionable advice is what anyone would want in this stage, and this has both all throughout.

- benblack88, Amazon Customer Review

Book by a brand engineer, company launch pad provider and design educator. This book is not only well designed but the content makes the numerous tasks involved in establishing a brand clear for anyone in the process of doing so. Get this one!

- Brett C, Amazon Customer Review

Any entrepreneur should get this book because it reminds you that branding can make or break a company. Fabian is a guru in the subject and this second edition offers some wonderful insights into branding, especially while I'm going through a re-brand and launch of my startup. This book is organized and thorough, and had I known there was a workbook version of it, I would have purchased that! Recommended!

- tommy8, Amazon Customer Review

Great read. I love that it's really a how-to guide instead of a long, pompous book filled with all kinds of philosophical fluff. Read this book, follow along, and achieve success.

- Patrick William Smith, Amazon Customer Review

This is a quick read, yet very effective. The book offers a lot of tactical advice, but explains the theory to justify the advice and provides real-life examples for why the world works how it does. As a founder, I wish I had read this book 2.5 years ago prior to launching my business. We struggle with brand/identity and would be further ahead if we made decisions on Brand Platform upfront.

- Amazon Customer Review

Fabian has really simplified the process of launching a brand! A fantastic book that provides great advice to successfully launch a brand in today's marketplace. It offers great tools and tips for both experienced and inexperienced marketers.

- Princessvines, Amazon Customer Review

I am preparing for a new brand launch. Amidst the chaos prior to the big day, this book has been informative, calming and brought clarity. It is an insightful, in-depth and motivating tool. I will use it as an ongoing source of reference.

- Larry Letters

Fabian has given the reader a look behind the process his amazing agency uses to launch brands. I am impressed with how easy the book walks one through what is usually a nerve-racking process for most companies. If you are rebranding or launching a new brand, this book is a must read.

- Beryt Nisenson

Fabian has great insight into Branding and positioning.

- Paul Strunc

This book is my go-to branding reference when starting a new venture and the first one I recommend to other entrepreneurs who are doing the same. For those of us who don’t do branding full-time, the expert guidance and clear steps contained in this book are an invaluable resource whether doing the work yourself or hiring a professional.

- Amazon Customer Review

Great resource. It hits all the right notes, from where to start to the overall process and who needs to be involved. Great Job!

- Dave Barcos

I've been enjoying this book IMMENSELY! And have been finding it an incredible tool for tailoring my approach to branding and marketing of my company. It has also seemed to parallel the class I am taking, so I get to feel a bit smarter than I would otherwise. Haha.

- quoleshna, Amazon Customer Review

Presents a good structured approach to doing something most entrepreneurs seldom do and do haphazardly.

- W M Aenlle

Great, proper, full scale.

- Amazon Customer Review

ABOUT THE AUTHOR

FABIAN GEYRHALTER is a renowned brand strategist, the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in brand transformations, and a partner at Chameleon Collective. He has deep expertise in guiding organizations through their brand transformations and has been sought out by companies such as Marriott, Warner Brothers, Match, Honeywell, Kaplan, and Randstad. His thoughts on branding have appeared in publications like Inc., Forbes, Entrepreneur, and The Washington Post, and his creative direction has won over 50 international awards. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and all four of his books on branding have turned into Amazon Bestsellers. His newest book is “The Brand Therapy Book 2.” Born in Vienna, Austria, he lives and works out of Greater Los Angeles and is a graduate of ArtCenter College of Design.