This Guide introduces resources for you to build brand awareness and public relations. As you learned so many ways to build your brand and publicity, pay attention to the articles discussing Why Startups Shouldn't Chase Media Buzz.

The courses selected can be audited for free and you can find the audit instructions for Coursera and Edx courses.

Brand Management: Aligning Business, Brand and Behavior (University of London)

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organization. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

Viral Marketing and How to Craft Contagious Content (Wharton Online - University of Pennsylvania)

Ever wondered why some things become popular, and others don't? Why do some products become hits while others flop? Why do some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products.

Strategies for Converting and Retaining Customers Online (University of California, Irvine)

In this course, we will begin with an introduction to Search Engine Marketing. We will then explore elements of an effective marketing campaign, landing pages, and strategies for converting and retaining your customer base.

The Strategy of Content Marketing (University of California, Davis)

In this course, you will learn the core strategies content marketers use to acquire and retain customers profitably. Specifically, you will learn how to develop, organize and implement a content marketing strategy, analyze and measure the effectiveness of content marketing, write compelling copy, use a strategic framework when writing, and build your professional brand and authority through content marketing.

An Introduction to Consumer Neuroscience & Neuromarketing (Copenhagen Business School)

This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.

Marketing - Delivering the Value Proposition (Doane University)

This course takes a close look at the process of branding and its relationship to value creation. Learners will explore channel or distribution strategies which are not always associated with marketing decisions.

Selling Ideas: How to Influence Others, and Get Your Message to Catch On (Wharton Online)

By the end of this course you’ll be able to craft contagious content, build stickier messages, leverage social media, and make any product or idea catch on. Whether you’re a budding entrepreneur, an employee in a big business, or leading a non-profit, this course will provide a roadmap to help you make your stuff more successful.

Seth Godin - How to Get Your Ideas to Spread (Nordic Business Forum)

Seth Godin, the world-renowned marketing and leadership author inspires us on how to get our ideas spread when mass marketing and traditional advertising have moved to the past.

How To Market Your Startup Brand | Seth Godin (Against All Odds Startup Summit)

With transparent social media and swiftly evolving needs and culture, how do you stay true to your brand? Hear marketing strategies from entrepreneur and author Seth Godin. How do you build a startup, particularly in these troubled times? You need to be something that other people are not doing. There is enormous pressure to be cheaper and faster.

Find more Seth Godin’s videos.

How to Build a Brand People Love with Emily Heyward of Red Antler (Nasdaq Entrepreneurial Center)

We welcome Emily Heyward, Co-Founder & Chief Brand Officer of Red Antler, for a virtual session to demonstrate why big and small brands have a hugely significant role to play in driving our culture, through times of great uncertainty and beyond.

PR + Content for Growth by Kat Mañalac and Craig Cannon (Y Combinator)

YC Partner Kat Manalac and Director of Marketing Craig Cannon describe the most effective ways to use PR and content to help your company's brand and to find more users.

Social Media: Creating New Possibilities for Entrepreneurs (UML Global Entrepreneurship Series)

This webinar provided a basic primer to social interaction on social networks, to social media business strategies, and to the core differentiating features of common social media platforms.

Public Relations for Early Stage Startups with Temi Adamolekun (Nasdaq Entrepreneurial Center)

Temi will take us through the many facets of PR touching on the power of persuasion, product positioning and the importance of storytelling. She will also share valuable tips on the best way to bootstrap your social media marketing to do it properly.

Startup Studio: Building a World-Class Brand with the founders of Dogfish Head (Brown University)

Seth Godin Breaks Down the Brilliance of Nike's Brand Strategy

The Ultimate Guide to Brand Equity

Brand Equity is the measure of the perceived worth of a brand-name product, and nurturing your brand’s equity could help increase your profit margins. Learn how you can build your brand’s equity level in the eyes of your customers.

The Ultimate Guide to Brand Building for Startups

Making the decision to create your own startup is both exciting and daunting. You are about to bring your passions to life and make a living doing something you love. More importantly, you get to share that passion with customers by providing them with exceptional products or services that they will love…

The Ultimate Guide to Public Relations for Startups

This practical guide to PR for startups includes advanced techniques & insights from industry experts that will help you to grow your business with PR.

Guide to Public Relations for Startups: How To Hit a PR Home Run (Crunchbase)

You can search Harvard Business Review to learn more articles on this topic. You can also check if your university library has a subscription to the Business Source Complete database, which provides full-text access to Harvard Business Review articles, or use the library’s interlibrary loan service to access the article.

• Getting the Most out of All Your Customers (Harvard Business Review)

• Why Startups Shouldn't Chase Media Buzz (Harvard Business Review)

• The Best Ways for New Business Owners to Get Free Publicity (Entrepreneur.com)

• What Do Startups Need for Successful PR? (George Washington University)

• Startup PR: Top Strategies for Public Relations Success (berlinrosen.com)

• PR Secrets: How to Get Press For Your Startup in 2021 (criminallyprolific.com)

More Harvard Business Review articles on brand management and public relations.

Click the link to find a Worldcat book record; enter a zipcode to check which library nearby has the book you can borrow. When the record is not available, a link to Amazon is provided.

• Barker, Melissa S, Donald Barker, Nicholas F. Bormann, Mary L. Roberts, and Debra L. Zahay. Social Media Marketing: A Strategic Approach. 2017. Print.

• Blount, Jeb. Virtual Selling: A Quick-Start Guide to Leveraging Video, Technology, and Virtual Communication Channels to Engage Remote Buyers and Close Deals Fast. 2020. Print.

• Mccorquodale, Sara. Influence: How Social Media Influencers Are Shaping Our Digital Future. Bloomsbury Business, 2019. Print.

• Ammerman, William. The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning. 2019. Print.

• Dolan, Gabrielle. Magnetic Stories: Connect with Customers and Engage Employees with Brand Storytelling. 2021. Print.

• Heyward, Emily. Obsessed: Building a Brand People Love from Day One. 2020. Print.

• Pieroux, Sapna. Let's Get Visible!: Get Brand Clarity, Stand Out in Your Industry and Supercharge Your Business Growth. 2019. Print.

• Pulizzi, Joe. Content Inc. , Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (with Little to No Money). McGraw-Hill Education, 2021. Print.

Read More Books on Building Brands and Publicity and Social Media Marketing.

Seth Godin is an entrepreneur, best-selling author, and speaker. In addition to launching one of the most popular blogs in the world, he has written 19 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It’s Your Turn (And It’s Always Your Turn). His most recent book, This is Marketing, was an instant bestseller in countries around the world.

SCORE mentors offer marketing and public-relation related consultation via video, email, phone, or in-person.

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