Brand Now by Nick Westergaard (summary)

Brand Now Book Cover (Nick Westergaard)

My nuggets:

• Choose the right touch points instead of using a checklist approach. Identify the key touch points for your business and focus on branding efforts there. Tune up the key channels and Tune down the others (Including online & offline).
• Use visuals to reinforce the patterns of your brand, e.g. Google using same colors across different product logos
• Stories are patterns your brand can employ to communicate who you are and what you stand for. Tell your brand story using a familiar narrative arc. Common story plots: overcoming a villain, rags to riches, the quest, voyage and return, rebirth (ref: StoryBrand)
• We are no longer branding AT people with logos and commercials. We are brand building WITH our customers and communities.
• Do you have a distinct brand voice? “Cover the logo” test: if you cover your logo, can people recognize your materials?
• On content marketing — More content doesn’t mean effective content. Content should be both business centric and customer aware. Define your content strategy and don’t push out content for the sake of it, especially in today’s noisy world. Showcase expertise, create value for customers.
• Be customer aware. Who is your content for? What are their needs? Eg blog posts or videos…