How to Launch a Brand by Fabian Geyrhalter Summary

How to Launch a Brand provides a step-by-step guide to building a memorable brand, covering brand positioning, naming, identity design, and strategic storytelling. It emphasizes creating a Brand Platform (defining purpose, audience, and personality) and offers actionable frameworks for entrepreneurs and marketers. The book includes real-world examples and tools like color palette generators and domain evaluators.

Entrepreneurs, startup founders, marketers, and designers seeking to build or refine a brand will benefit most. Small business owners looking to differentiate themselves in competitive markets and students studying branding or marketing will also find its structured methodologies valuable.

Yes—it combines practical advice with case studies and templates, making it ideal for hands-on brand development. Geyrhalter’s focus on timeless design and emotional audience connections ensures relevance beyond trends. The inclusion of white papers and online tools adds further utility.

A Brand Platform is the strategic foundation of a brand, encompassing its purpose, market positioning, target audience, and personality. It ensures consistency across all brand touchpoints, from visual identity to messaging, and serves as a decision-making guide for future growth.

The book stresses that a name should set the tone for future sub-brands and resonate emotionally. Key characteristics include memorability, timelessness, and adaptability. Geyrhalter advises against trend-driven names, advocating instead for simplicity and alignment with the Brand Platform.

It highlights three pillars:

• Content Strategy: Share value-driven posts that reflect the brand’s voice.
• Prelaunch Activity: Secure handles early and post teasers to build anticipation.
• Resource Allocation: Plan budgets and teams for sustained engagement.

• “Brand is not a four-letter word”: Encourages embracing branding as a positive force.
• “Consumers seek emotional connections”: Urges brands to transcend transactional relationships.
• “Your logo cannot look like a trend”: Advocates for timeless design over fleeting styles.

Top pitfalls include neglecting audience emotional needs, inconsistent messaging across channels, and prioritizing aesthetics over strategic alignment. Geyrhalter emphasizes balancing creativity with methodological brand development.

How to Launch a Brand focuses on foundational steps for new ventures, while Bigger Than This explores scaling established brands into culturally admired entities. The former is tactical, the latter philosophical.

Some readers note limited depth on digital-first branding trends like viral marketing or AI-driven tools. However, its core principles remain widely applicable, and the book directs readers to supplemental online resources.

Its emphasis on timeless branding—rooted in purpose and emotional resonance—ensures adaptability amid market shifts. Updated editions address modern challenges like remote team alignment and sustainability messaging.

Startups should begin by defining their Brand Platform, then iterate on naming and design with stakeholder feedback. Geyrhalter advises leveraging free tools like color palette generators and domain checkers to streamline early-stage decisions.