Brand Identity Breakthrough: How to Craft Your Company’s Unique Story to Make Your Products Irresistible

Personal development mentor Diehl (Everyone’s an Entrepreneur) shows small business owners how to craft a unique story and a distinctive brand in this savvy guide. A “comprehensive brand identity will save... countless missteps along the path to success [and] it can be the linchpin to marketplace dominance,” he writes, beginning with an explanation of why a focused brand identity is so important, and warning against not being able to define and communicate one’s “specific values.” He then offers practical advice on creating an identity that reflects a business’s core values and drafting a unique selling proposition. To do so, leaders must ask themselves “Who are you? What do you do? Why should I care?” and query sales and customer service employees about what sets them apart, as they “may know more about what your customers are buying and why they choose your company.” Along the way, he peppers in case studies, and a useful resource section rounds things out with a glossary to help out newbies and a “starting questions” quiz. This clever and accessible survey goes a long way toward demystifying the branding process. (Self-published)