Writing for Branding
 |
Description
Book Introduction
Branding starts with the words.
Everything about 'BX Lighting' revealed for the first time!
In every process that makes our brand loved by many people, recognized as a more sensual brand than other competitors, and told countless great stories, there is 'writing'.
‘Writing for branding’ is not just writing a line of copy based on trends.
This refers to writing that supports and serves as the foundation for all elements necessary for marketing, sales, and further planning and strategy.
This book covers the entire process of BX writing, from finding keywords that form the foundation of a brand, to discovering the brand's core message based on these keywords, to communicating it internally and externally, and to systematically complete a single brand.
The author, who has accumulated vivid experience in the branding field for many years, kindly guides you into the world of BX lighting through his own know-how.
Everything about 'BX Lighting' revealed for the first time!
In every process that makes our brand loved by many people, recognized as a more sensual brand than other competitors, and told countless great stories, there is 'writing'.
‘Writing for branding’ is not just writing a line of copy based on trends.
This refers to writing that supports and serves as the foundation for all elements necessary for marketing, sales, and further planning and strategy.
This book covers the entire process of BX writing, from finding keywords that form the foundation of a brand, to discovering the brand's core message based on these keywords, to communicating it internally and externally, and to systematically complete a single brand.
The author, who has accumulated vivid experience in the branding field for many years, kindly guides you into the world of BX lighting through his own know-how.
- You can preview some of the book's contents.
Preview
index
Prologue
Part 1 Preparing for BX Lighting
Why Writing for Marketing and Writing for Branding Are Different
What is the essence of our brand?
Discovering brand keywords that will serve as a compass for your long voyage.
Let's create a small but significant declaration: a brand manifesto.
Part 2: Creating a Brand Persona Through Writing
Understanding Brand Personas
Creating a Brand Persona
Establishing a brand narrative
Developing a Brand Language
Part 3: The Power of Persuasion: Internal Branding
What is internal branding?
How to succeed in communication branding?
How to Explain Your Brand Concept to Designers
Let's start a What-If workshop
Part 4: Writing to Build Brand Assets
Checklist for Good Naming
How to Choose a Brand Slogan
Writing Strategies in the Age of Generative AI
Long form writing and storytelling
Part 5 What is Sustainable BX Lighting?
Launching a Brand Ambassador Project
Branding for Small Brands
Creating a brand index for ongoing keyword management
What is the Next Word that will lead the next generation of our brand?
epilogue
Part 1 Preparing for BX Lighting
Why Writing for Marketing and Writing for Branding Are Different
What is the essence of our brand?
Discovering brand keywords that will serve as a compass for your long voyage.
Let's create a small but significant declaration: a brand manifesto.
Part 2: Creating a Brand Persona Through Writing
Understanding Brand Personas
Creating a Brand Persona
Establishing a brand narrative
Developing a Brand Language
Part 3: The Power of Persuasion: Internal Branding
What is internal branding?
How to succeed in communication branding?
How to Explain Your Brand Concept to Designers
Let's start a What-If workshop
Part 4: Writing to Build Brand Assets
Checklist for Good Naming
How to Choose a Brand Slogan
Writing Strategies in the Age of Generative AI
Long form writing and storytelling
Part 5 What is Sustainable BX Lighting?
Launching a Brand Ambassador Project
Branding for Small Brands
Creating a brand index for ongoing keyword management
What is the Next Word that will lead the next generation of our brand?
epilogue
Detailed image
Into the book
Perhaps you've had the experience of saying you like a certain brand, but then being asked why, and finding it difficult to pinpoint a specific reason.
It's not that we lack expressive power, but rather that the brand itself comes across as a comprehensive gift set made up of various attributes.
So, if marketing is about carrying out various activities to convey the message, "I like you," branding can be said to be the process of becoming a good person yourself so that the other person can be attracted to you.
--- p.22
The stories I'll tell you from now on won't be about superficial writing skills, but rather about how important writing is in building a house called a brand, and what role it plays. They'll be about what it means to plan a brand through writing and communicate the results through writing, and what kind of energy writing can bring when you refine and update your brand and prepare for the next step.
I hope you will put aside the burden of writing for a moment and join us in immersing yourself in the charm of writing itself.
--- p.28
When I explain the process of finding the essence of a brand, most people ask this question.
“But, what’s good about finding the essence of a brand like this?”
Then I will answer you in just one sentence.
“It shows what our brand should and shouldn’t do.”
--- p.39
Brand keywords are something that must be continuously discovered and developed not only during the brand creation phase but also during the brand maintenance/management phase.
This is because it is not a concept to be used semi-permanently like a lesson or precept, but rather a compass that helps us confirm our position on the vast ocean and know where to go.
--- p.43
A core persona should start with defining a single value that will serve as the foundation of your brand for a very long time to come.
And with this core persona as the center, you have to gradually expand the radius as if drawing a circle with a compass.
In the process, it's a good idea to explore various possibilities by finding elements that will make your brand persona more complete and making small changes to it.
This is so that customers can clearly recall the core image of who your brand is and what kind of person it feels like.
--- p.75~76
If you too want to create a good brand, I recommend that you first carefully write down what kind of personality the brand should have.
As you write, shifting your thoughts from words to sentences, from personality to tendencies, and from what to do to what not to do, you will find yourself focusing on the image of the brand you desire.
--- p.96~97
Because wherever a good brand is created, there are always people who identify with that brand.
The more people like that there are, the more solid and attractive branding activities the brand can carry out.
Because they are people who have decided to become their own brands, they wield more power than any other brand asset.
--- p.134
To empower branding from within, it's crucial to understand how each person's tasks are accomplished, how they work, and what methods they prefer.
Branding is about moving people's hearts, and it starts from within us, especially from moving the people closest to us.
--- p.165~166
Branding is as much about delivering compelling results at the right time as it is about ensuring that those results have a continuum.
The brands imprinted in people's minds are formed through the accumulation of specific experiences and images over a long period of time, and branding is about effectively managing these to maintain their vitality.
--- p.223
BX writing, which deals with speech and writing, is a field where the importance of management is increasingly emphasized.
Other branding elements can be managed more efficiently because they have visible visuals or tangible physical properties, but BX lighting, which is formed around essential concepts and texts, evaporates very easily like snow melting in the spring sunshine the moment management is neglected.
So, it's clear that the words and writing needed for a brand are areas that require more continuous and in-depth management.
It's not that we lack expressive power, but rather that the brand itself comes across as a comprehensive gift set made up of various attributes.
So, if marketing is about carrying out various activities to convey the message, "I like you," branding can be said to be the process of becoming a good person yourself so that the other person can be attracted to you.
--- p.22
The stories I'll tell you from now on won't be about superficial writing skills, but rather about how important writing is in building a house called a brand, and what role it plays. They'll be about what it means to plan a brand through writing and communicate the results through writing, and what kind of energy writing can bring when you refine and update your brand and prepare for the next step.
I hope you will put aside the burden of writing for a moment and join us in immersing yourself in the charm of writing itself.
--- p.28
When I explain the process of finding the essence of a brand, most people ask this question.
“But, what’s good about finding the essence of a brand like this?”
Then I will answer you in just one sentence.
“It shows what our brand should and shouldn’t do.”
--- p.39
Brand keywords are something that must be continuously discovered and developed not only during the brand creation phase but also during the brand maintenance/management phase.
This is because it is not a concept to be used semi-permanently like a lesson or precept, but rather a compass that helps us confirm our position on the vast ocean and know where to go.
--- p.43
A core persona should start with defining a single value that will serve as the foundation of your brand for a very long time to come.
And with this core persona as the center, you have to gradually expand the radius as if drawing a circle with a compass.
In the process, it's a good idea to explore various possibilities by finding elements that will make your brand persona more complete and making small changes to it.
This is so that customers can clearly recall the core image of who your brand is and what kind of person it feels like.
--- p.75~76
If you too want to create a good brand, I recommend that you first carefully write down what kind of personality the brand should have.
As you write, shifting your thoughts from words to sentences, from personality to tendencies, and from what to do to what not to do, you will find yourself focusing on the image of the brand you desire.
--- p.96~97
Because wherever a good brand is created, there are always people who identify with that brand.
The more people like that there are, the more solid and attractive branding activities the brand can carry out.
Because they are people who have decided to become their own brands, they wield more power than any other brand asset.
--- p.134
To empower branding from within, it's crucial to understand how each person's tasks are accomplished, how they work, and what methods they prefer.
Branding is about moving people's hearts, and it starts from within us, especially from moving the people closest to us.
--- p.165~166
Branding is as much about delivering compelling results at the right time as it is about ensuring that those results have a continuum.
The brands imprinted in people's minds are formed through the accumulation of specific experiences and images over a long period of time, and branding is about effectively managing these to maintain their vitality.
--- p.223
BX writing, which deals with speech and writing, is a field where the importance of management is increasingly emphasized.
Other branding elements can be managed more efficiently because they have visible visuals or tangible physical properties, but BX lighting, which is formed around essential concepts and texts, evaporates very easily like snow melting in the spring sunshine the moment management is neglected.
So, it's clear that the words and writing needed for a brand are areas that require more continuous and in-depth management.
--- p.287~288
Publisher's Review
All beloved brands are using BX lighting.
Create a brand persona
Writing that creates a brand's unique style and language
We live in an era where it's not at all strange to think of most things we encounter while awake as being some sort of brand.
Among the countless brands that exist in the world, when we take a closer look at the brands we have loved for a long time, we are often fascinated by the stories and style of speaking that brand tells rather than the products themselves.
As a brand marketer with extensive experience in branding across a wide range of fields, from products and services to systems and experiences, the author says that one of the key criteria for determining a good and attractive brand is “Does the brand have its own language? Do users and consumers speak through that language?”
Everything that is branded has its own unique persona.
This book guides you step-by-step through the process of creating a brand's persona and language that is three-dimensional, sophisticated, vivid, and attractive through none other than 'writing.'
Writing for branding is different from writing for marketing!
The process of making the brand message clear and strong
How does writing for branding differ from writing for marketing? And what are the differences between copywriting and UX writing? When we think of marketing writing, we often think of things like copy for advertising materials, detailed page text for websites, and posts on social media accounts.
UX writing, which creates user experiences and has recently become increasingly important, can be considered a form of marketing writing in that it encourages specific actions.
On the other hand, writing for branding (BX writing) means 'the process of creating and completing the most important assets needed for branding through writing.'
Therefore, it serves as a compass and guide for all brand activities, as if holding a 'written map', whether you are thinking about naming a product or service or writing copy for an advertisement or promotional text.
We have entered an era where advertising copy and microcopy can now be left to ChatGPT.
In times like these, the brand's 'core text' is even more important to avoid confusion in the wording surrounding the brand.
A brand that maintains its identity and delivers a consistent message is not easily shaken.
In this book, learn how to find the essence of your brand and make it stronger and clearer.
From keyword search to naming, slogan, and storytelling
Let's all become BX lighters'
Class 101's Top Marketing Course: Practical Know-How from a Current Brand Marketer
This book is not based on subjective feelings or the individual talents of a specific person, but rather aims to be practical and clear writing that can be shared and empathized with by all.
Therefore, after reading the book, your ability to find keywords necessary for branding and express them in writing will improve, and you will naturally develop a perspective on which characters and speaking style to choose in all areas that require writing, such as branding and marketing.
The author, who has accumulated a long history of success in the branding field, generously introduces his own know-how that he has established and accumulated, such as how to utilize generative AI in brand study, how to train BX writing with a brand ambassador project, how to continuously manage keywords by creating a brand index, and how to find the Next Word that will be responsible for the next generation of the brand.
By the time you finish the book, you'll have a clear understanding of the truth: branding is about moving people's hearts, and that branding starts with the written word.
I hope that everyone who reads this book will gain the background knowledge and mindset to play an important role as a BX writer.
Create a brand persona
Writing that creates a brand's unique style and language
We live in an era where it's not at all strange to think of most things we encounter while awake as being some sort of brand.
Among the countless brands that exist in the world, when we take a closer look at the brands we have loved for a long time, we are often fascinated by the stories and style of speaking that brand tells rather than the products themselves.
As a brand marketer with extensive experience in branding across a wide range of fields, from products and services to systems and experiences, the author says that one of the key criteria for determining a good and attractive brand is “Does the brand have its own language? Do users and consumers speak through that language?”
Everything that is branded has its own unique persona.
This book guides you step-by-step through the process of creating a brand's persona and language that is three-dimensional, sophisticated, vivid, and attractive through none other than 'writing.'
Writing for branding is different from writing for marketing!
The process of making the brand message clear and strong
How does writing for branding differ from writing for marketing? And what are the differences between copywriting and UX writing? When we think of marketing writing, we often think of things like copy for advertising materials, detailed page text for websites, and posts on social media accounts.
UX writing, which creates user experiences and has recently become increasingly important, can be considered a form of marketing writing in that it encourages specific actions.
On the other hand, writing for branding (BX writing) means 'the process of creating and completing the most important assets needed for branding through writing.'
Therefore, it serves as a compass and guide for all brand activities, as if holding a 'written map', whether you are thinking about naming a product or service or writing copy for an advertisement or promotional text.
We have entered an era where advertising copy and microcopy can now be left to ChatGPT.
In times like these, the brand's 'core text' is even more important to avoid confusion in the wording surrounding the brand.
A brand that maintains its identity and delivers a consistent message is not easily shaken.
In this book, learn how to find the essence of your brand and make it stronger and clearer.
From keyword search to naming, slogan, and storytelling
Let's all become BX lighters'
Class 101's Top Marketing Course: Practical Know-How from a Current Brand Marketer
This book is not based on subjective feelings or the individual talents of a specific person, but rather aims to be practical and clear writing that can be shared and empathized with by all.
Therefore, after reading the book, your ability to find keywords necessary for branding and express them in writing will improve, and you will naturally develop a perspective on which characters and speaking style to choose in all areas that require writing, such as branding and marketing.
The author, who has accumulated a long history of success in the branding field, generously introduces his own know-how that he has established and accumulated, such as how to utilize generative AI in brand study, how to train BX writing with a brand ambassador project, how to continuously manage keywords by creating a brand index, and how to find the Next Word that will be responsible for the next generation of the brand.
By the time you finish the book, you'll have a clear understanding of the truth: branding is about moving people's hearts, and that branding starts with the written word.
I hope that everyone who reads this book will gain the background knowledge and mindset to play an important role as a BX writer.
GOODS SPECIFICS
- Date of issue: February 28, 2024
- Page count, weight, size: 312 pages | 398g | 135*210*18mm
- ISBN13: 9791171711512
- ISBN10: 1171711514
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