Branding Your Business
  • Promote Your Business
  • Attract Customers
  • Build Your Brand Through The Power Of Emotion

Branding Your Business was published in 2007 as part of the Sunday Times Business Enterprise Series. Within days, it was getting serious reviews. In less than two months, it had become BrandChannel‘s Book of the Month. In 2011, it was updated for a second edition, with a new-style cover. It was also translated into Latvian, and was (and continues) to do very well on both sides of the Atlantic. But if I’m honest, it’s time for an update, and that’s what I should be doing right now! But if you’re interested in buying a copy, here’s the link to Amazon UK: Branding Your Business.

About the book

The only way forward for business success is to create a memorable brand and fix it in the consumer’s mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a ‘DIY’ brand audit and how to use marketing and psychology principles to create a powerful brand for your business.

Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.

Table Of Contents

  • Chapter – 00: Introduction;
  • Chapter – 01: Just what is a brand?;
  • Chapter – 02: Branding the heart as well as the head;
  • Chapter – 03: How perception creates emotion;
  • Chapter – 04: Perception and long-term memory;
  • Chapter – 05: Foreground and background;
  • Chapter – 06: Looking like your brand;
  • Chapter – 07: Your BodyBrand™;
  • Chapter – 08: Talking the walk;
  • Chapter – 09: Putting your brand on the right track;
  • Chapter – 10: The sweet smell of brand success;
  • Chapter – 11: Branding the taste buds;
  • Chapter – 12: Brand touch and feel;
  • Chapter – 13: Building your Brand Halo™;
  • Chapter – 14: Your Brand Halo™ Handbook;
  • Chapter – 15: Your Brand Halo™ Storybook;
  • Chapter – 16: Creating your Brand Halo™ Storybook;
  • Chapter – 17: Branding and social media;
  • Chapter – 18: Final thoughts;

Together with Martin Lindstrom, author of Brand Sense and Brainwashed.
Together with Martin Lindstrom, author of Brand Sense and Brainwashed.
The (in)famous Drayton Bird with me and our books.
The (in)famous Drayton Bird with me and our books at an EADIM conference.
Signing copies of my book after a brand workshop at EADIM.
Signing copies of my Branding Your Business book after a brand workshop at EADIM.
A prize winner collects his copy of Branding Your Business at an EADIM event.
A prize winner collects his copy of Branding Your Business at an EADIM event.


Brand Doctor: A brief bio.

I’ve spent nearly 40 years in advertising, marketing, design and branding. Starting life as a graphic designer and copywriter, I worked for Top-100 companies. I then progressed to heading up brand consultancies responsible for sales and marketing, branding, corporate identity and advertising for Yellow Pages, Virgin, AVIVA, EMI and British Telecom to name a few.

Throughout the years, I’ve also helped smaller businesses dramatically improve profits through building a powerful brand. (Not-for-profit organisations have seen their donor income increase using my brand approach too.)

I’m also a qualified psychotherapist. How people think and behave is crucial to knowing how to brand a business, and with 15 years of experience in the field of psychology, I'm better equipped than most to deliver brands that connect and engage with customers.

Psychology is a rare ingredient in marketing, but it should really lead the way. My psychotherapy work greatly influences the approach to branding I teach and formed the basis for my international best-selling book Branding Your Business.

‘James gave two consecutive keynotes for the past three years at our annual Indonesian Superbrands Conference. He is a breath of fresh air, bringing clarity and understanding to an audience of 400 senior marketing executives hungry for knowledge of ways to create leading-edge business and branding strategies.

James also gave two brilliant keynotes on the subject of sustainability, in advance of his new book The Starfish Business. He is now a Member of the Board of Advisors, Most Valued Business Indonesia, an exciting new initiative to recognise brands not just for their revenue, but for their social responsibility.

Whenever James comes to Indonesia, his fans eagerly await the latest from the Brand Doctor – and they are never disappointed. Thanks James – and good luck in all you do.’

– Alistair Speirs OBE
Chairman, Superbrands Indonesia
and Most Valued Brands

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