Branding your business : [promote your business, attract customers, build your brand through the power of emotion]

288 Pages·2011·3.465 MB·vii, 276 p. : ill\288

by  James Hammond

i
Praise for
Branding Your Business
“Branding Your Business is a superb book pitched perfectly at those
looking to understand what branding is about and how it can help
boost their business. Hammond guides the reader gently through the
latest thinking on branding, including the vital role played by emotions
and the senses in purchase decisions. Well written, clearly structured,
and packed full of sound advice, Hammond has produced an
outstanding and intelligent guide to branding in the 21st century.”
Roderick E Wilkes
Chief Executive, The Chartered Institute of Marketing
“This is an important book. Products and fashions come and go. But a
brand can live on and on – after the people in the boardroom have
retired, the factory moved abroad, the processes changed and the
customers changed their fancies. Sadly there is more pretentious and
misleading rubbish talked about brands than almost anything in
business. James does us all a favour by revealing what we really need
to know, in plain language.”
Drayton Bird
Master of direct marketing and author of best-selling book
Commonsense Direct & Digital Marketing
“Few of us give enough consideration to the amount of detailed
thought that needs to go into building a convincing brand. James’
comprehensive book explains the what, why and how of branding in
a thought-provoking and entertaining way. This book is a one-stop-shop
for entrepreneurs and business managers who want to understand and
develop powerful brands.”
Beth Rogers
Senior Lecturer, Sales and Marketing,
Portsmouth Business School and Chair, UK Sales Board
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“A brand is more than a name. It is the beginning of a lifetime dialogue
between brand and consumer. The challenge has always been to launch
and sustain a unique brand conversation – a dialogue so engaging
that it renders the brand unforgettable. In Branding Your Business,
James Hammond describes beautifully how to meet and overcome
this fundamental challenge.”
Martin Lindstrom
Author of BRAND sense and Buyology
“James Hammond has produced a comprehensive manual for branding
your business in the modern world. Without feeling stuffy or stale,
James takes you step-by-step through each of the core components of
a successful brand, illustrates with examples and keeps the pace brisk.
If branding is important to your business – and it is important to every
business big and small – this is a book you should have.”
Yaro Starak
www.entrepreneurs-journey.com
“James has written a thorough guide for anyone wanting to turn
a business into a brand. His step-by-step approach shows practical
ways of brand building that anyone can incorporate, backed up by
examples of how this has worked for others. For any business that
realizes the importance of branding and wants to know how to do it,

this is one book that should be on the bookshelf.”
Richard Parkes Cordock
Author of Millionaire Upgrade: Lessons in Success From Those
Who Travel at the Sharp End of the Plane and Business Upgrade:
21 Days to Re-ignite the Entrepreneurial Spirit in You and Your Team
iii
Branding
Your
Business
Revised Edition
James Hammond

KoganPage
iv
The following are all Trademarks of Brand Halo Ltd and The Brand Doctor, and may not be used
without express written permission.
Brand Halo™ PeopleBrand™ Brand Storybook™
BrandMe™ BrandBite™ BodyBrand™
BusinessBrand™
Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and authors cannot
accept responsibility for any errors or omissions, however caused. No responsibility for
loss or damage occasioned to any person acting, or refraining from action, as a result of
the material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2008 by Kogan Page Limited
This edition 2011
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the
terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms
should be sent to the publishers at the under mentioned addresses:
120 Pentonville Road 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London N1 9JN Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© James Hammond, 2008, 2011
The right of James Hammond to be identified as the author of this work has been asserted by
him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6296 3
E-ISBN 978 0 7494 6302 1

British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Hammond, James, 1952–
Branding your business : promote your business, attract customers, build your brand
through the power of emotion / James Hammond.
p. cm.
Rev. ed. of: Branding your business : promoting your business, attracting customers and
standing out in the market place. 2008.
Includes bibliographical references and index.
ISBN 978-0-7494-6296-3 – ISBN 978-0-7494-6302-1 1. Branding (Marketing)–
Management. 2. Consumer behavior. 3. Brand name products–Psychological aspects.
4. Senses and sensation. 5. Communication in marketing. I. Title.
HF5415.1255.H36 2011
658.8′27–dc22 2010038373
Typeset by Graphicraft Ltd, Hong Kong
Printed and bound in India by Replika Press Pvt Ltd
v
Contents
Acknowledgements viii
About the author ix
Introduction 1
01 Just what is a brand? 6
Who is the customer? 15
02 Branding the heart as well as the head 26
Two pathways to purchasing 29
How many emotions are there? 31
Maslow’s Hierarchy of Human Needs 36
Adaptive or supportive emotions – you decide 39
03 How perception creates emotion 50
Generating emotions 52
04 Perception a nd long-term memory 57
Reception 57
Selection 59
Interpretation 63
Reaction 65
Long-term memory 70
05 Foreground and background 73
06 Looking like your brand 77
Creating a visual brand identity 79
What’s in a name? 90
Use technology to your advantage 91
vi Contents
07 Your BodyBrand 93
Visual communication – up close and personal 97
Seeing eye to eye with your customers 98
Standing up (or sitting down) for your brand 99
Handshakes from hell 100
Give yourself a body check 101
08 Talking the walk 103
Speech 104
Reasons for customer contact 110
09 Putting your brand on the right track 120
Audio logos and jingles 122
Giving customers audio guidance 126
Spatial enhancement 127
10 The sweet smell of brand success 135
Smells evoke memories 136
Singapore girl sensory brand 139
Defining your brand’s smell 140
Your Brandscent environment 141
Scenting the product or service 143
Aromatic publicity and promotions 146
Your personal scent: good or bad idea? 151
Use scents and aromas with care 153
11 Branding the taste buds 155
Getting the edge in food and drink 156
A tasty non-food business 157
Sweet ways to brand your business 158
Taste buds and business tie-ins 161
12 Brand touch and feel 165
Getting in touch with your brand 166
Bringing your brand to the surface 174
Branding on the can 176
Using touch in a service business 178
Contents vii
13 Building your Brand Halo 186
The idea behind a Brand Halo 188
The right parts of your business – but not all parts 189
Customer-contact timeline 191
Creating your Brand Reflections 196
Your Brand Halo 199
14 Your Brand Halo Handbook 211
Your choice of contents 212
A sample page from the Brand Halo Handbook 213
A handbook for your business – and your people 215
15 Your Brand Halo Storybook 217
The need for stories today 218
Animals do the funniest things... like build strong
brands 221
16 Creating your Brand Halo Storybook 227
Your BrandMe story 228
Tell your story like you mean it 230
Your BusinessBrand story 230
Your PeopleBrand story 234
Selecting your potential employees 238
Retaining your people 241
Your BrandBite 242
Creating a slogan or strapline 246
17 Branding and social media 250
So who’s got it right? 251
Can brands play a part in social media? 255
The three R’s of social media 258
Points to consider 261
18 Final thoughts 264
References 267
Index 269
viii
Acknowledgements
If I took the space to thank all the friends, colleagues and associates
who had made an impact on 30 years in the advertising, marketing
and branding profession, it would make a very long book in itself,
but a boring time for the readers.
Instead, I’d just like to express my deep gratitude to you all (you
know who you are) and I hope that this book in some way reflects the
knowledge and understanding I have gleaned from you during my
career. The fact that this book has been highly successful and is now
in its second edition is testament to what you have taught me.
I must, however, single out some special people, without whose
help this book could never had gotten off the ground. First, there is
the great team at Kogan Page, who were excited from day one about
the subject and concept of the book. Thanks especially to Julia
Swales, Annika Knight and Sarah Cooke – you’re all stars.
Thanks also to my good friend and Business Manager Sarah
Anderson, who ensures I don’t spend more than I earn (not an easy
task, Sarah), and to Dr Michael Yapko (you have helped me in more
ways than you know).
And, of course, my thanks to all my clients, many who have come
to me via this book. I feel honoured to have been entrusted with your
brands over the years, and inspired by the results we have achieved
together.
Last, but by no means least, a very special thank you must go to my
wife Mary, herself a successful marketing and public relations con-
sultant, for putting up with a grumpy old man for months on end as
he struggled to complete the original manuscript within the deadline.
Thankfully, I was not so grumpy for this updated edition, so I’m told.
My cats Mr George and Tibbles were too busy eating or sleeping to
care about my book when it was first published. Not surprisingly,
nothing has changed since then.
James Hammond
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About the author
James Hammond has spent almost
30 years in advertising, marketing,
design and branding. From his initial
time as a graphic designer and copy-
writer, he progressed to heading up
brand consultancies responsible for
the brand management, sales and
marketing, cor porate identity and
advertising for Top-100 companies,
including Yellow Pages, Virgin, Norwich
Union, EMI and British Telecom.
James has also worked with
numerous blue-chip organizations as an independent brand con-
sultant, as well as helping smaller businesses and not-for-profits
to strengthen their branding and profitability.
A well-seasoned speaker and presenter, James has conducted
branding workshops, seminars and in-house training programmes
throughout the UK. In 2001, he chaired and presented two key
European conferences on Customer Care and Managing Change,
attended by chief executives from major UK-based corporations.
In addition to his brand consultancy work, James is also a
qualified psychotherapist. As he puts it, ‘Understanding how people
think is crucial to helping them as a therapist. But it’s also one of the
vital keys to knowing how to brand a business. Psychology is a rare
ingredient in marketing, but it should really lead the way. My work
as a therapist has greatly influenced my approach to branding.’
Visit the author’s website at www.brandingyourbusiness.co.uk.
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