Branding: In Five and a Half Steps by Michael Johnson Summary

Branding: In Five and a Half Steps is a visual guide to building compelling brands, breaking the process into actionable stages: market research, strategic narrative, design, implementation, and engagement. Michael Johnson uses case studies like Virgin Atlantic and McDonald’s McCafé to show how brands identify market gaps, craft narratives, and execute designs. The book includes 1,000+ illustrations and templates for practical application.

Entrepreneurs, marketers, and designers seeking to master brand strategy will benefit most. Johnson’s step-by-step approach suits both beginners learning branding fundamentals and experts refining their skills. The book’s visual examples and universal frameworks make it valuable for small businesses and corporations alike.

Yes—the book is a bestseller praised for merging theory with practice. Robert McCrum of The Observer called it “probably the best thing on its subject.” Its blend of case studies, templates, and Johnson’s 30+ years of experience (e.g., rebranding BFI and Christian Aid) offers actionable insights for creating memorable brands.

Johnson’s framework includes:

• Investigate: Research competitors and audience needs.
• Strategy & Narrative: Define purpose via six key questions.
• Design: Develop visual identity and messaging.
• Implement: Roll out brands consistently across platforms.
• Engage/Revive: Adapt to market shifts.

The “half step” bridges strategy and design, allowing flexibility if design insights reshape the narrative.

The book provides templates like the “six-question brand model” to clarify values, audience, and differentiation. For example, Johnson explains how Mini and Fiat 500 leveraged history to stand out, offering lessons for startups to carve niches without large budgets.

Notable examples include Virgin Atlantic’s rebranding (emphasizing luxury), McDonald’s McCafé launch (countering Starbucks), and the BFI’s visual identity overhaul. These illustrate how brands identify opportunities, craft narratives, and use typography to convey personality.

Yes—Johnson critiques overcomplicating brands and ignoring market gaps. He emphasizes consistency without rigidity, noting brands like MORE TH>N took 2–3 years to gain recognition. Templates help avoid missteps by guiding research, strategy, and implementation.

While Chris Anderson’s The Long Tail focuses on niche markets, Johnson’s book offers tactical branding steps. Both stress understanding audience needs, but Johnson prioritizes visual identity and strategic narrative as competitive tools.

Absolutely. Johnson’s implementation phase includes adapting brands for websites and social media. He advises balancing consistency with platform-specific creativity—for example, ensuring logos and messaging translate across mobile and desktop.

Some note its heavy focus on visual design over verbal branding. However, Johnson counters this by integrating language and typography in case studies like Christian Aid, showing how words and visuals jointly shape brand perception.

Its emphasis on adaptability suits rapidly changing markets. Johnson’s “Engage/Revive” step guides brands through trends like AI and shifting consumer values, making it a timeless resource for maintaining relevance.

The book is available on major platforms like Barnes & Noble and Amazon. Hardcover and digital editions include full-color illustrations, with translations in multiple languages.