James Hammond’s book ‘Branding Your Business’ is an excellent guide for entrepreneurs on how to promote a small business. With 18 chapters, Hammond informs and provides key advice on brand strength, while keeping the reader engaged with well written and exciting examples.
Hammond says that you can “bootstrap” your small business, “but you can’t bootstrap your brand.” He gives great examples of companies such as Amazon, Apple, and Coca Cola and how they do their branding.
This book is just as applicable to small businesses at it is to larger companies, as he essentially encourages the business owner to capture customers by getting them to love the brand through emotions, perception, and customer experience. All successful businesses do this through their brand, and excellent read.