HOW TO LAUNCH A BRAND

Your Comprehensive Guide to Launching a Brand: from Positioning to Naming and Brand Identity

In this book Fabian Geyrhalter shares expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

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"An inspiring tool and quick read any CMO launching a new brand should indulge in."

Laura S. Murcek, Vice President Brand Strategy + Creative + Marketing

ART.COM

"A great book that will truly inspire!"

NEW YORK PUBLIC LIBRARY

"An insightful and process-driven book that provides tremendous value to entrepreneurs during the most crucial steps of their new business venture."

Ashish Soni, Founding Director

USC VITERBI STARTUP GARAGE

"This is a must-read for serious entrepreneurs!"

James Illiff, Co-founder & CEO

SURVIOS

ABOUT THE BOOK

A LOOK INSIDE

SHARE QUOTES FROM THE BOOK

“Design will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand.”

– Excerpt from the book How to Launch a Brand

“The word 'brand' needs a re-branding–due to its brand longevity the brand legacy is not brand-correct anymore.”

– Excerpt from the book How to Launch a Brand

“A Brand Platform is a layered and interconnected web held together by a core of company values.”

– Excerpt from the book How to Launch a Brand

“Too often, new brands rush to create a company name and visual identity before having a firm Brand Platform in place, essentially putting a beautifully designed cart miles before the horse.”

– Excerpt from the book How to Launch a Brand

“If you're working on an app for toddlers, spend a day crawling around with them. There is no better way to gain insight into your audience than by spending ample time with them.”

– Excerpt from the book How to Launch a Brand

“When people ask you what your company name means (and they will), make sure it comes with a good story to back it up.”

– Excerpt from the book How to Launch a Brand

“Be mindful of how your brand mark reflects the core principles of your Brand Platform. Your design doesn't have to capture the entire story of your brand, but it should represent a unified idea about the purpose of your brand.”

– Excerpt from the book How to Launch a Brand

“Analyze the Brand Atmosphere–the visual 'aura'–of your top three (future) competitors and write down how you can innovate through design in your industry.”

– Excerpt from the book How to Launch a Brand

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READER REVIEWS

Innovators everywhere will want to read this slim on size but hefty on advice [book]…It is straightforward, easy to read and offers a logical framework for the branding process.
- Portland Book Review
As a business owner, I believe that this book will help entrepreneurs as well as managers in charge of launching new products, services or companies to think brand-centric. I learned a lot from Fabian and the FINIEN team in this incredible, easy-to-read book.
- Best Biz Books
Fantastically helpful book for anyone looking to or thinking about starting their own business. Practical thoughts with actionable advice is what anyone would want in this stage, and this has both all throughout.
- benblack88, Amazon Customer Review
Book by a brand engineer, company launch pad provider and design educator. This book is not only well designed but the content makes the numerous tasks involved in establishing a brand clear for anyone in the process of doing so. Get this one!
- Brett C, Amazon Customer Review

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ABOUT THE AUTHOR

Picture of Fabian Geyrhalter
FABIAN GEYRHALTER is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in turning ventures into brands. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and his book “How to Launch a Brand” is a #1 Amazon Bestseller. His newest book is “Bigger Than This.” He lives and works in Long Beach, California and is a graduate of Art Center College of Design.
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SPEAKING Fabian Geyrhalter is a frequent speaker at conferences and universities worldwide and holds branding workshops at incubators and corporations. To contact Fabian for an event, click here.

WORKSHOPS In Fabian Geyrhalter's popular proprietary one-on-one workshop he will re-define your company’s vision and turn it into the foundation of a meaningful brand. Contact us for details or to schedule your workshop.

ALSO BY THE AUTHOR

BIGGER THAN THIS is a quick read about the deceptively difficult task of turning your venture into an admired brand. Inspired by a new wave of commodity brands that is winning hearts, using the eight traits and their commandments in this book will guide you to your specific path to turning your venture, may that be a commodity product or a hot startup, into a better, more beloved brand.