Question

Topic: Branding

Pr/branding For A New Self-help Education Book.

Posted by bsullcofga on 11/8/2016 at 9:13 AM ET 250 Points
I have written a tax education self-help book and would like help on a strategy to brand myself along with the book.

I have a income tax preparation firm and a credit repair company under two different names. I want to brand my name Yvette D. Best and bring the companies and my new book under one umbrella.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/8/2016 at 10:35 AM Member
    Do you have independent proof that your advice is guaranteed successful? If not, why should someone trust your advice - instead of the loads of others offering tax advice?
  • Posted by bsullcofga on 11/8/2016 at 10:51 AM Author
    @Jay Hamilton-Roth, I have testmonials from clients, my clients endorse me. I do not talk about just getting a big tax refund. My tax advice is based on the individual need of the client based on their current situation and the near future. Others trust me because I sincerely care, I have a pasiion for numbers and IRS tax code.
  • Posted by mgoodman on 11/8/2016 at 11:56 AM Accepted
    As a branding consultant, I question the viability of creating a brand using your name as an umbrella over the companies and the book. You might be able to use the WORD "best" to connote superiority, but branding a person isn't usually the "best" approach. (Yes, I intended the pun.)

    The key reason is that your products/businesses/book will probably appeal to different segments of the market, and the most effective brand communication will be to address each segment independently. When you try to meld them into a single audience, you will be less effective with each one.

    Focus on the core benefit for your target audience(s), and let that benefit drive your branding and naming strategies.

    As for the book, BOOK MARKETING is a world of its own ... with many differences from consumer goods or B2B marketing. If you want to get into BOOK MARKETING, I'd suggest you open a new question on that topic.
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