The Brand Book: An insider’s guide to brand building for businesses and organizations

by Daryl Fielding

The Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.

Genres: Business

232 pages, Paperback

Published October 11, 2022

Reviews

[Joie · Rating 4 out of 5]

Great way to learn about building a brand, very educational and accessible to read for someone with no background or experience in the area

[Alexandria Blaelock · Rating 4 out of 5]

Quite a lot of detail, which brought together makes an in-depth brand bible. Includes worksheet templates and plenty of examples.

[Shan Fitzgerald · Rating 3 out of 5]

One of those staples you’ll go back to over and over as a professional in this space

[Tanh Chomphooteep · Rating 5 out of 5]

The Brand Book by Daryl Fielding, a seasoned marketing professional with experience at major British companies like Vodafone, Dove, and Cadbury, offers a straightforward guide to building a strong brand. The book provides easy-to-understand tips and practical frameworks that anyone can apply. It's a fun and engaging read, not at all complicated.

The book is divided into two main parts: strategy and execution. It's a pretty even split, which shows how much emphasis the author places on brand strategy. She covers everything from finding a brand's unique selling points compared to competitors to defining the brand's position in the market. This part is packed with adaptable frameworks.

The second part focuses on execution, which is often where people think branding ends—with logos, colors, design, and copy. Fielding argues that these elements should be built upon a solid strategy to ensure consistency. Many brands start with the execution phase, which can lead to a weaker brand overall.

This book is perfect for anyone working in marketing, startups, or product development. Even those outside the business world can understand it because the language is simple and there's no jargon. It's also quite witty and has a few humorous jabs.