What content strategy and technology will leading brands use in 2024?

The state of digital content 2024


The 3 best books on branding

by Casey Schmidt  |  November 24, 2019

3 min. read
People working in the sky on a floating word 'Brand'.

Branding creates lifelong customers and creates positive perspectives about a business. That is, only if the branding is effective. In order to truly understand branding, it takes research. Luckily, I’ve selected three of the best books on branding so you can get on the right track instantly.

Why is branding so important?

Branding is so valuable because it creates enduring impacts on customers and clients, giving them insight into how your company behaves. It also shows them a glimpse of the future, creating positive expectations for future transactions.

Branding effects a lot of different areas, including customer service and advertising. Think of branding like a domino effect – a minimal branding effort sends a lot of different company departments spiraling. It ultimately creates legitimate trust with your customers, bolsters advertising and brings in new customers and clients.

An illustration of branding.
Branding brings about all sorts of advantages.

Now that you know how important branding is to a company, it’s time to dig into some reading material that will guide you to master it. Here are the three best branding books available:

3 Must-read branding books

The following books are the best branding books available in my opinion. Though everyone has their own specific needs, these three choices should get everyone on the right path to success.

1. Aaker on Branding

No competent list of branding books would be complete without at least one selection from David Aaker, the creator of the Aaker Model. Though his collection of helpful brand books is immense and ranges from traditional branding all the way to branding in the time of social media, I felt the most important choice was Aaker on Branding.

The book cover of Aaker on Branding.
Aaker on Branding is a perfect starting point.

Aaker on Branding is probably the book you should get first in your marketing journey. It contains all the basic principles of branding, divided into different sections so they’re easily identifiable. However, this isn’t to say that it is entirely basic. In fact, it’s made up of in-depth ideas and strategies to conquer your goals and create powerful companies. Definitely check this one out first.

2. Kellogg on Branding

Kellogg on Branding is one of the very first books I read on the subject, and it remains just as important to my understanding of branding today as it did then. What makes it so valuable is the exhaustive range of topics it covers, from the basics to strategies.

A cover of the book Kellogg on Branding.
Kellogg on Branding has numerous effective strategies.

One of the most unique things you’ll take away from this book is the different ideas about how companies excel in different ways. You’ll be surprised that success is dynamic and never so cut and dry. Further, this book will guide you to take these principles and apply them to your own branding efforts. You’ll have new, inspiring ways to handle your brand strategies.

3. Brand Thinking and Other Noble Pursuits

Brand Thinking and Other Noble Pursuits, by Debbie Millman, is a lot different than the other branding books available. So different, in fact, that it seemed obligatory that I included it in this list. Too often authors follow the same structure when relaying their branding knowledge to us. Though they certainly have valuable information we should absorb, after a while it all runs together with other books as just another branding guide.

The book cover of Brand Thinking and Other Noble Pursuits.
Brand Thinking takes readers inside the minds of great branding leaders.

What makes Brand Thinking and Other Noble Pursuits is it is an entire book that is comprised of interviews with numerous different brand experts. It delivers intimate insight into the lives and thoughts of revolutionary branding figures and gives us their thoughts on the topic. This book promises to spark new interest in branding as well as provide us with different perspectives to follow.

In the end, not everyone is going to learn as much about what they truly need from one book compared to another. However, be open-minded in your learning. If a book is failing to connect with you, try to determine why. The reason might lead you to find even more success elsewhere.