So, what do you do if you’re an entrepreneur who is crystal clear on what you sell (your widget), but not sure about the pieces and parts to bring said widget to market? Buy my book.
I’d been asked for years to write MOO-LAH-GY, but the thought of carving out time necessary to generate a product worthy of the vision I had in my head felt daunting. Then, my only child went off to college and the empty house created the perfect setting to create the work I knew could help business professionals leapfrog their competition.
Many people tell me writing their book was a labor of love or was cathartic for them. My book was birthed out of a need to corral the business knowledge I curated over 27 years of brand, marketing, and sales experience and organize it as a one-stop resource for everything you didn’t know you needed to know about how branding can make you money. So, what’s in the book? I’m so glad you asked. If you want the Reader’s Digest version, watch the video HERE, otherwise, keep reading.
Let’s break it down by chapters, but first, you need to know a couple of things. Not only is it a fast read, I’ve included approximately 150 images to support the content to aid in the translation of some of the heady sections and those that are just better with visuals. So, let’s being.
CHAPTER 1: FISH WHERE THERE ARE FISH
This chapter talks about what a brand is and why you should care. It also includes the multiple layers of a brand architecture. I wrap the chapter defining the difference between a brand and a product. By the way, they are very different.
CHAPTER 2: ARE YOU IN, OR ARE YOU OPTIONAL?
This chapter includes all the heady stuff… defining your business plan, mission statement, value proposition and SWOT analysis. I talk about how you create a customer persona and why that’s important. I touch on the competitive analysis and finish the chapter talking about the importance of differentiation. If you can survive this chapter, you’re a winner!
CHAPTER 3: PICK A LANE
If I’m asked anything consistently by entrepreneurs who cross my path, it’s whether they should brand as a personal brand or a corporate brand. This chapter dissects which is best and why. I also cover The Power of 3 = Image + Voice + Promise.
CHAPTER 4: YOU’RE NOT A GRAPHIC DESIGNER AND NEITHER IS YOUR COUSIN SUE
This chapter is all about design and how important visuals are to your brand and your business success. Many people cheat here using the least expensive resources humanly possible because few understand the value of good design. This chapter explains why it’s paramount to your business that you understand enough to hire the right people for the job. I talk about logo, the impact of color, how to use typography, and the value of imagery. I define the creative brief and how you use it, what to look for in graphic designers, and the power of the brand style guide… your branding playbook for anyone who steps in and lends a hand to your success.
CHAPTER 5: IT’S A “NO” UNTIL IT’S A “YES”
Have you heard this statement before or is that just a “Kellyism”? Well, chapter five is chock full of figuring out how to get the YES – and isn’t that the whole point?! Part of which is connecting dots and I show you how to do that a wee bit better than your competition. I define the big idea and how to create buzz. I talk about the importance of a communication strategy and how to use social media to your benefit and I walk you through a thorough explanation of the difference between branding, marketing, and advertising. When you know these things, your implementation will look a ton different!
CHAPTER 6: WHERE THE RUBBER HITS THE ROAD
How many of you have a marketing plan? You should and this chapter helps define that and the reasons why you need one. I talk about the power of networking and events in general. I created a cost analysis for you in this chapter as it pertains to what events REALLY cost you. You’ve heard of opportunity costs, right? Well, if not, it’s here – front and center! I talk about the importance of experiential marketing which is a huge opportunity for you, how to conduct a brand audit, and the difference between a re-Fresh, re-Brand, and re-Positioning. You need to know so you know which way to go when the time comes and it will come eventually.
CHAPTER 7: MILKING FOR MOO-LAH
This final chapter is gift wrap on the present driving home how creating a strategic brand will, in fact, make you money because, if you aren’t naturally gifted in sales, you need tools in your tool box to compensate for that deficit. This book is filled with tools.
So, what do you think? Feeling inspired? If you think $16.95 is worth learning all of this and the few golden nuggets at the end that I left out, click HERE.
Here’s to more moo-lah!