Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help.
This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop.
Learn exactly what a brand is—and what it isn’tBuild a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategyMeasure your brand ingredients by using meaningful metrics to see if they meet your conversion goalsPivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashingFocus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply
Chapter 1 What Is a Brand?
A Closer Look at Lean Branding
Chapter 2 What a Brand Isn’t
Why These Lies Are Dangerous
Misconceptions About Brands
Chapter 3 Brand Story
Forget Everything You’ve Heard About Brand Stories
Laura has been implementing The Lean Startup methodology with more than 150 entrepreneurs and their 50+ internet-based startups. She has learned about what makes and breaks them, what they fear as they create their brand, and how it can be fixed. This experience has allowed her to grasp first-hand what it takes to improve every component of their brand strategy from logo design to demo day pitches. Being a digital marketing mentor for Colombia’s IT Ministry and its Apps.co program,based entirely on The Lean Startup and the Business Model Canvas, has given her a unique insight to approach brand building for internet-based startups.She completed my business degree at the Kogod School of Business in Washington D.C. (Summa Cum Laude in Business Administration.Concentration: International Marketing), and she is currently completing her PhD dissertation in Consumer Psychology. Junior Chamber International (UN program) recognized her as one of the Top Outstanding Young Persons in Colombia in 2012, and the World Economic Forum invited her to belong to their Global Shapers community of young people changing the world in 2013. She has grown passionate about digital marketing from working at Groupon, National Geographic and creating her own agency (www.ozonegroup.co). The Lean Startup inspired her to become a marketing mentor for several cohorts of Colombian entrepreneurs.
The book feels like it has about maybe 50 pages of content, but is 300 pages long. There are far too many recaps of what was described only pages ago -- and not in that much detail to warrant recaps. Likewise there are many diagrams and checklists conveying not much information. For example, the book individually calls out that the subject line of a e-mail is important, the title of a blog post is important, the title of a YouTube video is important -- couldn't that be expressed more efficiently?
Bottom Line No, I would not recommend this to a friend
I have read several books on the subject of branding and getting your business and product out there in the front lines and I have to say this one is by far the best I have read. The tips and advice are so easy to do and each chapter is so well defined it is a breeze to use for future referencing. There is so much competition in the world today and by following the techniques and ideas in this book you can be on top of the marketing platform. The charts, graphs and links, along with references are a great asset and the writing is clear and concise and very easy to comprehend and understand. It is clear the author Laura Busche knows what she is talking about and I thank her for sharing her expertise. Think outside the box, follow her advice and reap the rewards of being a winner. I strongly recommend this book to everyone, even those who already have success. We never stop learning!
Bottom Line Yes, I would recommend this to a friend
I am a web entrepreneur and consultant, and I am also a massive proponent of better branding. 9 times out of 10 when I encounter a client, A) they have a poorly developed brand and B) that lack of effective branding is negatively impacting their business.
The writing style of this book is great branding within itself - if that represents who Busche is as a writer, sign me up. It's dynamic, engaging, easy to read and never dry. Plus, the reader gets the sense that they're reading the "insider's guide". And you really are. These tips are a goldmine. It's particularly well suited for businesses that are either in the tech sphere or are very open to using social media, metrics and other technologies in creating and gauging their success.
I'm going to start handing this book to all my clients when they start scratching their heads at my "branding" sermon. As for Busche, we may have the next Guy Kawasaki for tech-friendly business books on our hands.
Bottom Line Yes, I would recommend this to a friend