BrandSimple Book Review

by John R. SedivycloseAuthor: John R. Sedivy Name: John R. Sedivy
Email: john@capecodbranding.com
Site: http://www.capecodbranding.com
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Do you think that branding is simply developing a cute logo, a professional website, and setting up a Facebook page?

If so, you are sadly mistaken.

BrandSimple by Allen P. Adamson blows that theory out of the water. In fact, the author provides everything that you ever want to know about the fundamentals of branding. He actually nails it to a science of sorts. I thought I had known nearly all there is to know about branding, this book has proven me wrong.

Branding – An Art And A Science
Are you interested in learning more of the technical details behind branding? Then you seriously need to read this book. This book is much more serious and technical in nature than most, so it will take some time to read. However, it is worthwhile, and when you do finish, you will walk away with a solid grasp of brands, branding, and how to build a solid brand from the ground up – all while keeping it simple.

The author is clear in distinguishing the commonly misused terms and focuses on the following ten ideas taken directly from BrandSimple:

1. Understand that brand and branding are different concepts.
2. Establish a differentiated meaning for your brand that the consumers you want to reach care about –find relevant–before you begin to try branding.
3. Know exactly who you want to talk to –that is, know your audience.
4. To find a different and relevant brand idea, look for the obvious.
5. Make sure your brand idea aligns with your business strategy.
6. Capture the essence of your brand idea in a brand driver–a simple statement of what your brand stands for.
7. Draw a map of the customer’s journey with your brand.
8. Pick your battles.
9. Remember, only the paranoid survive.
10. Remember that brand building is a marathon event.

The second point is something that I found really important – your brand, whether you are talking about yourself as an individual, a business, or just a message you are attempting to communicate – must be both different and relevant. This is critical, especially given the growing level of noise brought about by the growing popularity of the Internet.

So Simple, Yet So Difficult
Many of the key points appear simple in nature, however it’s worth noting that the most simple things are the most oft overlooked. The author has strong credibility for the subject matter having been employed by leading branding firms and worked many global accounts. He also appeared in leading television news shows and publications. This credibility shines through with the technical discussions.

Some great examples are also provided. Some have appeared in other marketing type books, however the author even treats these examples in a unique manner. Digital tools are not really addressed here – that is the subject of his follow on book titled BrandDigital, which I am currently reading.

Although the material can be dry at times, and may be difficult for the layman, I believe it provides some great food for thought. At a minimum it will make you consider your brand – either as a company or an individual. It will also make for a great desktop reference for some time to come. For more information related to BrandSimple, check out the blog of the same title by visiting the BrandSimple Blog. I have also added it to our blogroll.

The most successful brands are different yet relevant – while communicating a simple message!

-John R. Sedivy of Cape Cod Branding

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