Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success
About the Book
There are plenty of hurdles to overcome running a small business. It may have excellent products and services, investment capital, and an ideal location, BUT, if its brand is lackluster or nonexistent, success will be that much harder to attain.
Your small business’ brand is more than its logo, look, and colors. It emanates from the mindsets, attitudes, and behaviors of anyone and everyone involved in it. And, since success depends on its brand reputation, it’s critical that you do everything possible to ensure that your customers’ experiences are amazing.
Beyond Your Logo delivers 7 strategic ideas with loads of free and low-cost tactics and resources you can implement and use immediately. And, you don’t need any marketing or branding experience to benefit from the guidance Elaine gives you!
Whether you own an existing small business, work for one, or are starting a new one, learn the concepts and tools that can take your company well Beyond Your Logo.
Some of the things you'll learn:
- What a brand is and why building a strong one is essential to small business success
- How to put customers at the center of every action
- Where to find low or no-cost marketing and branding help for your small business
- Why and how professionalism pays off How being nimble and quick is an advantage to small businesses
- What Small Business Social Responsibility (#SBSR) is and how to practice and benefit from it
- Why developing a small business marketing and branding strategy is important for success
The book includes:
- A complete guide for developing your company’s marketing and branding strategy
- Both American and Canadian resources and references
- Downloadable Bonus Material Charts/graphics
- Testimonials from bestselling business authors and marketing thought leaders
- Publisher’s Cataloging-In-Publication Data for libraries (print edition)
Available at these Booksellers
Or ask your favorite local independent book store to order a copy for you!
Use this ISBN: 978-0996661300
Ask your local library to order a copy, too!
Amazon France (paperback and Kindle)
fnac France (ebook)
Amazon Italy (paperback and Kindle)
Amazon Germany (paperback and Kindle)
exlibris Switzerland (print)
Amazon Netherlands (Kindle)
Amazon Spain (paperback and Kindle)
Amazon UK (paperback and Kindle)
Book Depository (paperback)
tso shop (print)
Bookshop Krisostomus (ebook)
Praise for Beyond Your Logo
“So much of business—and life—comes down to relationships. People tend to do business with others who they know, like, and trust. Elaine has a lot of great ideas and advice in this book, all about the ways you can develop those relationships built on trust, through every brand interaction people have with you and your business.”
Fran Tarkenton, NFL Hall of Famer, CEO of Tarkenton Companies, author of The Power of Failure: Succeeding in the Age of Innovation
“Elaine Fogel knows the power of seven — so she’s captured seven simple but powerful ideas to strengthen your company’s brand and leverage it for success. Beyond Your Logo is a much-needed primer on branding for small business professionals.”
Daniel H. Pink, New York Times, Wall Street Journal, Washington Post bestselling author of TO SELL IS HUMAN
“Every business has a brand – the only question is whether or not that brand matters most to someone in need. In Beyond Your Logo, you’ll learn how to intentionally make your brand a powerful driver of sales and profit.”
John Jantsch, author, Duct Tape Marketing and The Referral Engine
“In this detailed, practical book Elaine Fogel gives you the recipe for building a fully realized, differentiated brand that customers care about. Indispensable for small business!”
Jay Baer, NY Times best-selling author of Youtility
“Elaine Fogel has written a much-needed guide for small businesses that want to attract and retain more customers but aren’t quite sure where to focus. Her seven ideas cover important concepts that business owners can easily adapt to improve their companies’ abilities to stand out and build a solid brand in their markets.”
Carol Cone, Chair, Edelman Business + Social Purpose
“Elaine Fogel’s book, Beyond Your Logo, provides a great amount of information with a mix of strategic thinking and tactical how-to’s.”
Shep Hyken, customer service expert, keynote speaker, and New York Times and Wall Street Journal bestselling author
“Beyond Your Logo by Elaine Fogel is a must read for entrepreneurs. Centered around seven key ideas, she walks the reader through clear, practical advice that spans well beyond branding and marketing into fundamentally important drivers in small business success – like being nimble and truly showing how your organization cares about the world.
Those seeking to start businesses – or others who have already opened their doors – would be well served to spend some time reviewing Fogel’s seven ideas, learning really important but often not difficult steps to take toward success.”
Rachel Hutchisson, Vice President, Corporate Citizenship & Philanthropy, Blackbaud, Inc.
“Elaine Fogel’s book Beyond Your Logo promises 7 big ideas that will matter to your small business and it’s an absolute lie. There must be 250 incredible, pragmatic, and vital ideas in this book! Through storytelling, examples and quick to implement tips and tricks, Elaine’s written a fantastic marketing primer that every small business owner should read and follow.
Whether you’re in your 25th year of business or just about to embark on your entrepreneurial adventure — you’ll be a better business owner after reading this book.”
Drew McLellan, national branding and marketing expert, agency owner, columnist, author, and blogger for AdAge Power 150 List blog, “Drew’s Marketing Minute”
“Entrepreneurship is an often rewarding, yet challenging endeavor. One of the most critical parts of successfully starting and growing a business is getting your branding right, communicating it in a clear and consistent fashion with customers. Elaine highlights numerous important aspects entrepreneurs must consider and execute in order to lay the foundation for long-lasting success.”
Omer Minkara, Research Director, Contact Center & Customer Experience Management, Aberdeen Group
“Beyond Your Logo is a well-organized guide for small business owners. Elaine Fogel has broken her content into actionable bits giving readers manageable tools to develop their own customer-oriented marketing and branding plans. What makes this book so effective is that Elaine’s seven brand ideas are achievable.
Small business owners who read this can easily feel motivated to take action. Her concepts can serve as a long-term reference to help them reach greater success.”
Jeanne Bliss, President CustomerBliss and bestselling author of I Love You More Than My Dog: Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad, and Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine
Reviewed By: Teodora Totorean for Readers’ Favorite
Review Rating: 5 stars!
“Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel concentrates on what is a brand, how to build it, and why it is important even for small businesses. The book covers everything you need to know about running a small business, from the importance of an impeccable customer service to other aspects such as: dress code, work ethics, workplace etiquette, telephone manner and how to use various channels of communication – telephone, email, live chat and social media.
The book also covers the difference between strategy and tactics, and why they are both important for your business, and provides extensive advice on marketing and branding. The latter includes: brand vision, brand values and brand personality among others.There are many references to different resources and graphics to support the concepts which complete the book.
If you are a business owner or you are about to start your business, Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel is the book for you. Easy to read and understand, the book is packed with advice from the author’s experience as well as real life examples of dos and don’ts.
The chapters are well organized, the language is partly specialized, but the terms are all explained and the concepts are easy to apply to your own business. I particularly enjoyed the chapter about customer service which is helpful, not just for business owners but for consumers as well. Beyond Your Logo is the kind of book that invites you to take notes as you read so at the end of it you will have a solid business plan that you can re-read, amend and adjust as your business evolves.”
IDEA #1: A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS
- BENEFITS OF BUILDING YOUR SMALL BUSINESS BRAND
- DIFFERENTIATION IN A CROWDED MARKETPLACE
- ELEMENTS OF A STRONG BRAND
- IDEA #1 TAKEAWAY
IDEA #2: PUT CUSTOMERS AT THE CENTER OF EVERY ACTION
- CUSTOMER-RELATED TERMS
- THREE CUSTOMER TYPES
- CUSTOMER SERVICE — THE HEART OF A CUSTOMER-CENTRIC BRAND
- CUSTOMER ENGAGEMENT — THE SOUL OF A CUSTOMER-CENTRIC BRAND
- TOP 10 BENEFITS YOUR SMALL BUSINESS CAN GAIN BY ADOPTING A STRONG CUSTOMER-CENTRIC MINDSET
- MANAGING EXTERNAL CUSTOMERS
- 20 WAYS TO TRANSFORM YOUR BUSINESS TO A CUSTOMER-CENTRIC MINDSET
- TIPS ON ACHIEVING INTERNAL CUSTOMER CENTRISM
- FOSTERING AUTHENTIC BUSINESS RELATIONS
- IDEA #2 TAKEAWAY
IDEA #3: GET MARKETING AND BRANDING HELP WHEN YOU NEED IT
- LEARN WHAT YOU CAN
- DO SOME RESEARCH
- HIRING A MARKETING AND BRANDING CONSULTANT OR AGENCY
- IDEA #3 TAKEAWAY
IDEA #4: PROFESSIONALISM PAYS OFF
- MAINTAIN A CLEAN, TIDY, AND SAFE WORK ENVIRONMENT
- APPEARANCES COUNT
- COMPANY VEHICLES
- BUSINESS ETIQUETTE
- CUSTOMER COMMUNICATION
- ETHICS AND BEHAVIOR
- BUSINESS DOCUMENTS AND WRITTEN COMMUNICATION
- CHOOSING THE “RIGHT” HIRES
- BE GRACIOUS WHEN THINGS GO WRONG
- IDEA #4 TAKEAWAY
IDEA #5: BE NIMBLE. BE QUICK.
- KEEP ON TOP OF THINGS
- SMALL BUSINESSES CAN “TURN EASIER” THAN BIGGER ONES
- SMALL BUSINESSES CAN TEST THE WATERS
- SMALL BUSINESSES CAN EASILY COLLABORATE
- SMALL BUSINESSES CAN TAKE MORE CALCULATED RISKS
- MAINTAINING A SMALL MENTALITY
- IDEA #5 TAKEAWAY
IDEA #6: DEMONSTRATE SMALL BUSINESS SOCIAL RESPONSIBILITY
- BENEFITS OF PRACTICING SMALL BUSINESS SOCIAL RESPONSIBILITY
- WAYS TO PRACTICE SBSR
- IDEA #6 TAKEAWAY
IDEA #7: BE STRATEGIC
- MARKET & SITUATION ANALYSIS
- MARKETING & BRANDING STRATEGY
- MARKETING & BRANDING TACTICS
- IDEA #7 TAKEAWAY