“The 22 Immutable Laws of Branding” by Al Ries and Laura Ries is a no nonsense guide to how to how to build a brand for your business which attracts customers and increases sales and profits.
The Big Business Branding Problem Small Businesses Must Not Copy
I hate a lot of advertising done by big businesses and the way they encourage small businesses to waste their money doing stuff which doesn’t have a chance of working.
I’m therefore in favour of direct response advertising and against image or brand based advertising because it is too expensive for the majority of small businesses.
Branding Is A Way To Differentiate
However I do admit that branding is one way a business can differentiate itself from competitors so I can’t ignore the concept all together.
There are two aspects of branding:
- Brand awareness
- What the brand stands for
An Example Of the Branding Muddle
Now look at General Motors.
Sure you’ve heard of the name but what does it stand for other than “auto-mobiles”?
What image pops into your head when you hear the name?
Review of The 22 Immutable Laws Of Branding
“The 22 Immutable Laws of Branding” helps you to solve this problem by focusing on what your brand stands for.
Name recognition isn’t enough – except in extreme picking situations where you buy because you can’t see any difference in the product but at least you know the name.
You want your business to create a strong emotional connection with the customers so your brand means something.
Overall Assessment of The 22 Immutable Laws Of Branding
“The 22 Immutable Laws Of Branding” sends out a very clear message and is written in a way that’s easy to read and simple to understand.
I rate this book at 4.5 Stars – a strong buy recommendation.
It won’t tell you in detail how to create your own strong brand. You need another book for that.
But it will make it very clear what you’re trying to do and what you must not do if your are going to create a brand which does differentiate your business in a crowded marketplace.
Have You Read The 22 Immutable Laws Of Branding by Al Ries and Laura Ries
I’d like to know what you think about the book, so please leave a comment.
Paul Simister is a business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.
You too can move past your profit tipping point by answering the seven big questions of business success.