A couple that might be worth considering:

https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...

https://www.amazon.com/Positioning-Battle-Your-Mind-Annivers...

https://www.amazon.com/Differentiate-Die-Survival-Killer-Com...

https://www.amazon.com/What-Sticks-Advertising-Guarantee-Suc...

https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/14...

Thank you! How did you like 22 immutable laws? I saw it recommended elsewhere too.

It's been a while (several years) since I read it, so my memory of specifics is kinda fuzzy. But I recall a generally favorable impression of it. Enough that I'll probably go back and re-read it at some point.

These might help you:

Marty Neumeier is a big branding guru and recommended the Best Books On Brand Strategy here: https://shepherd.com/best-books/brand-strategy

And, DAvid Airey is a really amazing graphics designer who did a topic on the subject as well: The best books on visual branding: https://shepherd.com/best-books/visual-branding

Solid selection and their recs and why are on those pages :)