The Branded for Success book was written in 2007 by my wife and 2 of our colleagues. It’s purpose was to highlight my wife’s graphic design talent that could be leveraged for a business to get a successful brand. It has allowed the three authors to gain authority as branding experts since they are published authors on the subject.
Understand of branding has grown and evolved over the last 18 years. The principles in this book are still applicable but some updating is necessary. When content is to be repurposed, it needs to be evaluated to see that it is not outdated and irrelevant. Plus this gives the creator of the content an opportunity to supplement the updates with necessary content that may have been missed when it was originally offered.
So this case study will go through chapter by chapter through the process of repurposing. Since the repurposed content will be possible used for premium access content, I will provide summaries of the original text and the repurposed text. Also, after the repurposing process is applied, when the book is finished, the chapter divisions may not be the same, especially since this will not be repurposed into another printed book.
Summary of chapter 1 of the original text:
Branding is the corporate identity representing a company in the marketplace, commonly associated with logos, names, slogans, and colors. However, branding extends beyond visuals to aspects like pricing, customer service, and product quality. While these elements may not be unique selling points, they can still shape how a company is perceived.
Perception is key—branding is what people believe to be true about a company, regardless of reality. Strong branding builds trust and loyalty by fulfilling a brand promise, which assures consumers of consistent value.
Successful branding involves a three-step process:
- Know – Consumers must know who you are and what value you offer.
- Like – Your branding should make people like and relate to your business.
- Trust – Fulfilling your promises builds customer loyalty and turns them into advocates.
A well-executed brand fosters long-term relationships and can create a loyal customer base that promotes your business. The visual components of branding play a crucial role, making design an essential part of brand strategy.
Summary of the corresponding repurposed text:
Branding is more than just visual elements—it’s the identity and perception of a business in the marketplace. It extends beyond logos and slogans to encompass company values, messaging, and customer experience. A strong brand builds trust, consistency, and emotional connections with its audience.
True branding isn’t just what a company claims; it’s how customers perceive it. Effective branding establishes a reputation and fosters long-term relationships by delivering on promises and standing out from competitors.
A successful brand follows three key steps:
- Awareness – Clearly communicating identity and value.
- Connection – Building relatability and emotional resonance.
- Trust – Delivering on promises to encourage loyalty.
While branding goes beyond visuals, design remains a critical tool in creating recognition and engagement. Businesses that invest in strategic branding establish credibility, loyalty, and long-term success by focusing on authenticity, consistency, and customer relationships.
Observations:
Some things to see on a quick look over the two summaries. Even though both mention company identity and customer perception, the focus has shifted from company identity in the original text to the impact and emotional connections of the customers and prospects. Also the terms to describe branding have been updated to a more current and commonly used set of terms. Since the content will be moving from a printed book with chapters to content that will be premium-access only, as I go through the process, the organization of the content might change. I will also be looking for areas where I need to add supplementary material where it is needed.
Final Thoughts:
It is very important, when repurposing content, to update everything necessary whether the information is out-of-date or just incorrect. Make sure the update is evergreen if possible. Also keep in mind how the repurposed content will be used if the delivery of the content is changing, which is usually the case when you repurpose content. Reorganization, supplementation, and sometimes minimizing the content is necessary depending of the final format of the content.