Top 3 books on how to brand?

I would like your suggestions for 3 books to read to get a crash course in ‘branding’ (just finished Brandsimple, which I found to be a great primer). This is part of a long term project to assist a service sector small business delineate their branding strategy (at this time there is no budget for a consulting firm to do it for them). Thank you.
PS If you have a website you recommend as per above, share it please.