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Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible, by Gregory V. Diehl
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Amazon #1 Bestseller in Public Relations and Selling for Small Business
Does your business have a story to tell? It should! Every new product can be unique in its industry. Does yours stand out from the crowd?
After a life of exploring the way people exchange value in over 35countries, Diehl teaches business owners how to have conversations about brand strategy. In Brand Identity Breakthrough, you will learn how todevelop a strong business identity by combining your personality andvalues with the functionality of your products to become irreplaceableto your audience.
Whether you lead a growing company, or are just starting a business, Brand Identity Breakthrough will give you a smarter way to think aboutnew product development and business model generation. With undeniable,well-organized logic, it will show you how anyone can sell more, and athigher prices, so long as they give customers exactly what they want.
* Learn how to build a unique selling proposition for your product
* Learn the best methods for how to sell a product to customers, no matter what you offer.
* Overcome the sales learning curve, and sell products in both physical and online marketplaces.
Table of Contents
Section I: Why Identity Matters
This section will help you learn to see your own value, the value of your business, and the value of your products or services from theperspective of your customers. Only then can you begin to fashion youridentity appropriately. If you can train yourself to think like yourcustomers, you can get a much better idea of what value you should befocused on creating.
1. Can You Tell a Good Story?
2. When Good Ideas Fail
3. Why Entrepreneurs Fail to See Their Own Value
4. Why Others Fail to See Your Value
Section II: Creating Your Brand Identity
We don't always know what makes our own ideas valuable. Failedentrepreneurs are often very close to getting the results they want.They just can't see the bigger picture of how everything in their brandidentity could fit together as one cohesive story. In being so close toyour own business, you forget what things look like to an outsider, andyou can't present your business in a way which will appeal to what theyare specifically looking for. Time to move beyond functionaldescriptions of your business, and focus on profound change.
5. Uncovering Your Core Values
6. Developing a Unique Selling Proposition
7. Crafting Your Personality Profile
8. Knowing Your Target Audience
Section III: Telling Your Story to the World
Communication is happening in every shared moment, and in ways thatare not always obvious. It happens in the way your hair falls on a given day. It happens in how straight you are standing, or the way you walkinto a room. The clothing you wear tells a significant story about whoyou are. There are so many other things we take for granted about themessages we send out to the world. By learning how to be a bettercommunicator, you will gain access to a wide new world of opportunitieswhich are only available if you know how to talk in a way that makesothers want to listen.
9. How to Sell Who You Are
10. How to Speak with Clarity, Authority, & Authenticity
11. How to Display Your Character Through Writing
12. How to Educate Your Audience
Section IV: Brand Identity Case Studies
Case Study #1: From Consultant to Concierge with Productized Services
Case Study #2: Pre-Seeding a Two-Sided Marketplace for Launch
Case Study #3: Turning a Charitable Project into a Profitable Movement
Case Study #4: Skyrocketing a Personal Brand through Narrative Focus
Case Study #5: Embracing Personality in a Technical Niche
Section V: Resources for Prospective Entrepreneurs
Appendix 1: Entrepreneurial Terms Defined
Appendix 2: 50 Useful Starting Questions for New Entrepreneurs
Appendix 3: Making Money Online
- Sales Rank: #89281 in Books
- Published on: 2016-05-09
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .58" w x 6.00" l, .78 pounds
- Binding: Paperback
- 256 pages
Review
"Brand Identity Breakthrough by Gregory V. Diehl offers a no-nonsense approach to business by getting down to the bare bones of the business analysis, not only looking at what makes a business tick, but also examining what drives that business and whether it will be successful. However, Brand Identity Breakthrough is no walk in the park with rose-colored spectacles firmly in place - it identifies the many pitfalls facing entrepreneurs today and then offers anecdotes where others have turned potential problems into a positive solution."
Marta Tandori for Readers' Favorite
"As you read Brand Identity Breakthrough, you'll feel like you are talking with a master who knows the troubling questions about brand marketing that business owners struggle with. Diehl exposes readers to the winning principles of brand marketing and warns them about the many pitfalls that have often undermined the success of powerful products. This book is a great companion for businesses of every size and nature."
Romuald Dzemo for Readers' Favorite
"I very much enjoyed Brand Identity. Author Gregory V. Diehl has done a fantastic job in giving his target audience an easy to use primer on how to achieve exactly what they want from their business. Any reader who is trying to create or sell a product that will get noticed in the marketplace should absolutely read this book."
Tracy Slowiak for Readers' Favorite
"Many small business owners just don't understand the critical importance of crafting their own 'story.' Most companies offer a product or service that could be obtained elsewhere, and the reason a prospect will choose you often comes down to how you tell your story. Read Gregory Diehl's Brand Identity Breakthrough and you will have a more compelling and successful story."
Pete Sisco, ResilientPersonalFreedom.me
"Quite often, in the rush toward newer methods of developing a brand, the essence of making it truly stand out gets left behind. Brand Identity Breakthrough provides business owners a comprehensive guide which can give your business the tools it needs. Diehl has total mastery over this subtle craft, and it really shows in his writing here."
Purushothaman Rajagopal, InfinityMedia.in
"After reading this book I was actually shocked; I had been doing so many of the "Do Nots"! I consider this book MANDATORY reading for all creators, regardless of what phase you may be in. And especially for the Tim Ferris 4HWW crowd, like myself, this book is a wake-up call, as well as a hyper-important tool in your toolbox."
Eric Z, Zbooks.co
"If you want your business to stand out from the crowd and have a solid vision for success, you need an avatar and a story. Brand Identity Breakthrough shares relatable stories about how to choose your customers while your competitors' leave that important decision to their clients. You can choose better clients and more control of your life."
Andrew Henderson, Nomad Capitalist
"Brand Identity Breakthrough is beautifully logical in its organization, introducing every new topic at just the right point to make sense in the context of what has already been explained. That's a remarkable achievement! As soon as I got past the first few pages, I realized that this book is, indeed, a work of quality with something original and truly valuable to say."
Tim Coulter, Getting Around Turkey
"From the moment I started this book, there was value bomb after value bomb after value bomb. I was blown away by the detailed knowledge that I picked out from Brand Identity Breakthrough. Highly recommended read!"
Chris P. Reynolds, The Entrepreneur House & The One Effect
"This book is branding on steroids. It's a combination of marketing, business, financing and entrepreneurship. It's extremely motivating, inspiring and educational. I want to use the material to train my agents and I will ask them to buy copies as well!"
Asaf Halperin, Experior Financial Group
About the Author
Gregory V. Diehl learned the art and science of communication through a lifetime of international travel. His passion for helping others, accumulating self-knowledge, and talking about value led him to the field of identity development for businesses and individuals. Gregory's global experiences have given him a unique perspective on the narrative of human civilization. He writes about meaningful entrepreneurship, education, parenting, relationships, and discovery of the self.
In addition to teaching and coaching, Gregory enjoys mentoring gifted, yet rebellious young people. He spends his free time seeking out new parts of the world to explore, and is developing a personal lifestyle sanctuary in southern Ecuador. His core values include breaking down the boundaries of comfort and culture, actualizing potential in living things, and contributing to a better life for hungry dogs, cats, and children.
Most helpful customer reviews
32 of 33 people found the following review helpful.
A Valuable Book for new Entrepreneurs
By Gary La Court
The title of this book is a misnomer. There is no "breakthrough" to be found here. Everything the book covers are basic, tried and true tenants of marketing and sales development that have been codified and refined over decades and, in some cases, generations. The important marketing building blocks of Positioning, Differentiation, Targeting, Personas, and so on are covered, but not in great depth. For instance, in 1981, Al Ries wrote the seminal marketing book: "Positioning - The Battle for Your Mind", which is a nearly 500 page study of just this one concept. In Mr. Diehl's book it's covered in a few pages. However, it is covered quite well.
In some cases Mr. Diehl makes simply uninformed statements. For instance on page 76 he talks of a "New phenomenon in marketing called Education Marketing". In fact, companies like John Deere and DeBeers Diamond were doing education marketing 100 years ago. Before the advent of radio advertising most companies utilized long form education marketing because there were not the time constraints of the 30-second broadcast ad. In the last 10 years, education marketing has come back into vogue because people have become so numbed by the overwhelming onslaught of short form advertising they are subjected to, they simply tune it out. “Content Marketing”, which is simply old-school education marketing, is the new marketing buzz-word.
Mr. Diehl’s book ranges far-a-field and sometimes seems to lack focus. It covers multiple subjects in marketing and sales and even touches on subjects like executive presence and the importance of a good phone voice. This is not a fault, as I believe the author is just excited to give his audience all the important information he can, but it is a distraction.
Here is where the book shines and where I think it’s quite substantial value is: The book is targeted towards young entrepreneurs who, perhaps, lack a formal business education or real entrepreneurial experience. The subjects Mr. Diehl covers are absolutely essential to the success of any entrepreneurial endeavor. Many entrepreneurs get into business because they have an idea and passion, energy and a lot of heart. These attributes will take you far, but I've seen so many young organizations fail, crashing the hopes, dreams and financial fortunes of their founders along with them, simply because there was no knowledge of basic business fundamentals.
Brand Identity Breakthrough does an excellent job of introducing some of the most important components of a successful brand development, marketing and sales program. Mastery of these components is central to any company's success. In my 30 year business career I have started 12 companies and I have consulted with many more. I have found that being successful in business is really just a matter of understanding how business works, what its fundamental building blocks are, and the levers you can pull as a manager to accomplish your goals. This book illustrates very well the building blocks surrounding the marketing and sales process. By reading the book, new entrepreneurs will learn about business functions and skillsets that they will desperately require to be successful. Just the knowledge of a proper marketing and sales system will save many businesses from making critical mistakes.
Simply put, the book is a very good overview and conceptual primer on many critically important marketing and sales functions. Reading it will help any new entrepreneur immeasurably.
Mr. Diehl is a very talented writer, and he is able to illustrate complex ideas in easy to understand, sometimes almost poetic language. He often speaks about the purpose and practice of business in philosophical terms that are evocative and powerful. This is Mr. Diehl’s first book, and, in my opinion, he has the potential to be a very influential and accomplished business writer.
Brand Identity Breakthrough is light on actual application and tactical practice. It would be great if the author would follow it up with a more "hands-on" guide to implementing the principles he writes about here. Perhaps that is in the plans, but for now, as an easy-to-read overview of critically important business functions, that can spell the difference between success and failure, the book is spot on and highly valuable.
9 of 9 people found the following review helpful.
An excellent, helpful book
By Prashant Goel
This book itself is a breakthrough about brand identity. It has a rare quality, getting you to look at a specific topic and even, remarkably, all of life through new perspectives. I am grateful to Gregory for writing this book. I come with some context having an MBA in my past and have read my fair share of business books. This is an excellent book, in tune with modern unfolding ways of understanding business.
The communication is crystal clear.
I can also see from the insights he offers about the nature of how people are and function that he has been on a great journey of personal expansion. He brings expertise from various different domains to bear on his profound understanding of the world of marketing and branding.
Thank you Gregory.
5 of 5 people found the following review helpful.
Clear Core Values + Communication Bridge = Repeat Sales
By CharLena Pearson-Fulcher
Mr. Diehl’s Table of Contacts is quite intriguing. The topics made me hearken back to studying marketing & public relations a couple years back, plus two authors’ and their books on marketing, Peter Guber: Tell to Win and Joe Vitale: Hypnotic Writing.
Public Relations and Marketing dwells on the development of your brand identity and unique selling proposition to be heard above the noise in the marketplace, but unlike school that grazes over the challenges and the implementation, Mr. Diehl’s book gives you step-by-step analysis to put into practice.
Mr. Diehl reminds us that we, as entrepreneurs must be adaptable to survive. He further reminds us by using a saying I like that unless you are growing you are dying (or as I say going backwards-which is definitely another form of dying). Many of the larger companies that thought they were too big to have to be adaptable are no longer in existence or are dying. Think Blockbuster in recent past, especially when Netflix came along and now slowly Kodak, because of the digital explosion.
What does this have to do with Mr. Diehl’s book and brand identity for you, you ask. Think of brand identity as one of the biggest and most useful of tools in your entrepreneurial tool chest (Maybe pliers.) and you will use it more often, rather that creating it, putting on a shelf and massaging it from time to time. First of all Mr. Diehl gives you three questions to ask yourself, (the CEO/Founder) of the company and then the subsequent staff or partners to get down to the nuts and bolts of not just why the business was created and why will the targeted audience desire to use the product or service. Mr. Diehl emphasizes that our businesses must be viewed from it specific niche audiences’ point-of-view. Often entrepreneurs fall in love with the idea of their businesses and its usefulness without any real thought or testing behind it other than the fact that they are in love with it, so why wouldn’t everyone else (in their niche) be in love with it too.
Mr. Diehl offers three questions that will get to the heart of the matter and encourages you, the entrepreneur to delve even deeper into the main marketing ideas. Marketing is closer to public relations than it is to sales, even though marketing and sales are more often than not thrown together. And yes, marketing does feed sales, but as Mr. Diehl points out it is after the relationship has been built between product or service provider and their customer, that the sales come. And this is even if you’ve never spoken to your potential client or customer. Your website and what you say on it starts your stepping stone to a relationship. In hopes of it being a repeat relationship through sales.
Rightfully so, marketing is the communication bridge between you the entrepreneur and your best and recurring client (sales). Mr. Diehl goes on to suggest entrepreneurs get as personable as possible on the website, print materials or even person-to-person, so that the client/customer can feel a connection with them. The connection is beyond the product or service and more to the ideas, values and plain understanding of who their client is, why they’d desire your product or service once and then repeatedly.
As we get more and more disconnected in our everyday lives through electronics and social media it becomes imperative that the values behind the products and services are clear and understood by your client. Not in a superficial way just to sell something, but in a meaningful way, that shows who you and your staff or company is when it comes to your value principles. These value principles hold each client/customers up as someone special to the company, on the client/customer’s terms, not the company’s. And isn’t that what most people are desirous of experiencing? They’d rather be treated well and special rather than just another number to be gotten through.
Coaches or mentors are always telling the entrepreneur, “Get clear about who you are within your business.” Or “Don’t say you are “a _____, that doesn’t make you special enough from anyone else doing the same or similar thing.” Or “How are your services different and why would someone buy from you?” Maybe in the past you knew the answers to all of these, but were unable to express them at the drop of a hat to your immediate audience or even to friends to make them wish to get more details. Mr. Diehl’s book assists you in getting to the heart of the why and who you, your staff, your company’s values and your targeted audiences’ chief desires.
It’s an easy and understandable read complete with complementary case studies so that we get a feel of what someone like us has gone through to feel from the inside-out what their company is all about and how it can make their target audience happy answering most if not all of their desires. Being able to do that helps them and helps the entrepreneur feel confident and secure. You and your target niche benefit from your self-evaluation and offering them value-based services geared to making them happy. Their happiness can with solid footing, as long as it can and you continue re-emphasizing and growing through your core values.
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