"Brand Identity" is a successful how-to manual for new #entrepreneurs, #startups who needs a new message and established businesses who try to #rebrand their image. It's about how companies like to tend only to look at the figures, but that their core values and character is important, too. The author indicates this by describing how you are on a deserted island and that you have certain items with you and others not. And that the most relevant question is, if you try to start and make the best of what you have or despair about your fate. No matter what- you and your #brand changes with your challenges and if you embrace the adaption, you and your brand can become greater than you were before. This can also broaden your view. We all have certain abilities or #expert knowledge in some areas which can make the difference when #customers categorize your items in good or great. Or shortly, „don’t follow the path of least resistance“ (Position 488). What can you and your creation provide for the target group by being you (Or why should they care?). You need to understand your clients first though, and what best skills and tools best suits them (market empathy). The ultimate question is „How do I create value?“(position 333) which leads that either the consumer buys your product or not. If your target group is emotionally connected to your product and sees its core values like practical implementation, a convincing cost performance ration or a certain status you get with it, then they will rather purchase it. And you need a specific value or better: values to differentiate your product from others (Unique Selling Proposition = USP). These are not a bonus, but something which makes your merchandise valuable. It is crucial to make the information you present „easily digestible“ (Position 396). The author presents his idea by illustrating how the movie industry makes a story compelling. (202 more words. Full review: https://goo.gl/BC9wHc) #bookstagram #howtomanual #great #easytouse

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