Sticky Branding (the book): What it's all about

Over the past few weeks I've been beating the drum about my upcoming book, Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand.

The book launch event is on January 14th at 5pm in Toronto. I hope you can make it. It's going to be an awesome event. And the Launch Team is coming together to review the book and start the promotion engine.

But I realized, I haven't told you about the book: what is it, who it's for, why you want a Sticky Brand, and other key details. I've been receiving lots of questions, and I thought it would be fun to share answers to 8 questions I receive all the time.

"Tell us about the book"

Sticky Branding is your branding playbook. It provides ideas, stories, and exercises to make your company stand out, attract customers, and grow an incredible brand.

It's written for companies that don't have endless resources and budgets, but have the drive and desire to innovate and grow a Sticky Brand.

The book is easy to read, reference, and apply the ideas to your business. It has a modular design providing 12.5 Principles to grow a Sticky Brand, organized into four sections:

1. Position to Win: Sticky Brands play to win. They focus all their expertise and resources on where they play, who they serve, and how they deliver value to their customers.
2. Authentic Differentiation: Make your brand Visibly Different. Sticky Brands don't behave like faceless companies. They stand out because they reveal their personality, share their opinions, and build real customer relationships.
3. Punch Outside Your Weight Class: Make your brand so visible and engaging that it's hard to ignore. Sticky Brands stand out in their industry. They can compete and win against the big guys, because they're not afraid to blow their own horns.
4. Over Commit, Over Deliver: Sticky Brands are deeply committed to the performance of their products and services and the results they deliver. That focus on client results empowers their teams to go above and beyond the call of duty.

"Why do I want a Sticky Brand?"

Simple: sales. A strong brand makes your business more findable, referable, memorable, and desirable. It makes it more appealing, and draws customers to you. It gives your business a clear competitive advantage.

You will achieve five distinct benefits by growing your company into a Sticky Brand:

• Attract more customers
• Sell more faster
• Inspire employee engagement
• Become immune to the competition
• Earn higher profits

"How did you come up with the title?"

There's something unique about companies with Sticky Brands. Their customers love them, choose them first, and come back again and again. Their brands just stick.Hence the name, "Sticky Branding."

Growing a Sticky Brand is an ideal worth pursuing. It's a vision and a goal to make your company your customers' first choice.

"Who is the book for?"

The book is written for people with "branding on the brain." It's for people who want to challenge the giants of their industry and grow a remarkable brand. It's for people looking for practical ideas they can apply right away to their business.

The book is ideal for business owners, marketers, sales people, and professionals of small- to mid-sized companies or divisions of large companies.

This is not a book on how Apple or Starbucks grow global brands and why you should emulate them. This is your book on how to grow your brand, and how to make it sticky.

"How did you research your book?"

Over the past decade my team and I have embarked on a comprehensive research study to uncover best practices, collect stories, and validate how small- and mid-sized companies are growing Sticky Brands.

Since 2005 we have interviewed over 1,000 CEOs and business owners, 5,000 sales and marketing professionals, and profiled over 750 companies.

This book combines my professional experience developing and implementing brand strategies with the stories and techniques of successful mid-market companies to create a comprehensive guide on how you can grow a Sticky Brand.

"What brands are featured in the book?"

The book features 25 successful companies from the United States to New Zealand:

The companies range in size from $1.5 million in revenue up to $500 million. All are privately-held, and all are successful innovators in their category or industry. And half of the companies are family businesses.

The book shares stories of each company and how they are growing Sticky Brands.

"Where can I buy the book?"

Sticky Branding is available for purchase from Amazon.

Pre-order your copies today. The best gift for the New Year is Sticky Branding :)Let me know if you have any other questions. I'm really excited about this book. It looks great, and the initial feedback has been extremely positive. I can't wait for you to read it too.