My friend and leadership group buddy Cheryl asked a bunch of us for our favorite books on branding. I sent her these, and thought I’d post them here for all of you, too. I’d love it if you shared your favorites in the comments.
Brand is Four Letter Word:
Positioning and the Real Art of Marketing
by Austin McGhie
This is a smart, opinionated overview from the president of Sterling Brands’ Strategy Group with deep experience on the both the client side and the agency side of things. There’s a good interview with him on the Design Matters podcast that will give you a taste of the book. He hates the word “branding”. He contends that a brand is simply a relationship, and that you can’t “brand” anything, you can only position it.
How to Give Your Business a Kick-Ass Brand Identity
by David Tyreman
This is a workbook on defining your brand. I’ve used it as a rough guide in leading two companies through a deep evaluation and redefinition of their brand strategy and found it very helpful. Tyreman worked with Polo Ralph Lauren, Nike, Banana Republic and many other companies and has a kind of enthusiastic upbeat approach that works. I find him a little relentlessly self-promotional, but the core stuff is great.
Start With Why:
How Great Leaders Inspire Everyone to Take Action
by Simon Sinek
Probably my favorite thinker about clarifying who you are and what your purpose is, and letting that drive what you create — as a company and as a person. First got turned onto him by a friend at an agency who was using his concepts in everything they were doing for their clients and themselves. I have drunk the kool-aid.
The Brand Gap:
How to Bridge the Distance Between Business Strategy and Design
by Marty Neumeier
Practical and highly visual, Neumeier presents his ideas in an entertaining and very valuable way. Easy to read. Fun to look it. Awesome cover design. “Fresh” and “relevant” to quote some of the blurbs. Many clear and simple ideas, but not “light” ones. The guy has thought through his subject and distilled it well.
Purple Cow — or practically any of his other books
by Seth Godin
This guy is the big thinker about positioning and marketing businesses. Huge influence, unafraid and committed to getting people out of the fear-driven culture and finding their art as business people. Purple Cow is about being different and remarkable — the essence of a good brand. I have to admit I didn’t like it at first; it seemed a little contrived and precious. But as I’ve delved deeper into Godin’s world through blog posts, interviews and other books, the principles just make more and more sense.