Review of Brand Real
-
Benson Mugweru
- Posts: 34
- Joined: 16 Mar 2021, 10:51
- Currently Reading:
- Bookshelf Size: 17
- Reviewer Page: onlinebookclub.org/reviews/by-benson-mugweru.html
- Latest Review: The United States of Opioids by Harry Nelson
- Reading Device: B00JG8GOWU
Review of Brand Real
[Following is a volunteer review of "Brand Real" by Vasken Kalayjian.]
The book is written by Vasken Kalayjian, an award-winning global branding expert. It begins with a disclaimer that the information contained within should not be used as a substitute for professional services. Brand Real addresses the deep issues involved in creating a new brand: how to put your startup on the map; how to plant its identity in the minds of potential backers, collaborators, and customers; and how to tell your story effectively in the world of marketing. It describes how to create talent and build a strong team on a value-based enterprise. The book is designed as a roadmap for startup entrepreneurs in their quest for success. Most of the information is on branding, but it also contains key information on how to create a strong, flexible, values-based company culture.
Brand Real gives an in-depth account of branding, which is a crucial factor in the success of any startup. Skillful branding is useful for establishing your identity in the marketplace and to demonstrate the value of your products and services to your potential customers. A large part of the book investigates the strategy and tactics of successful branding, explaining what works and why based on the deep expertise of long-time experts in the field. It explains why a successful brand must be built on reality- the real values of the startup company and on the real values that its products and services deliver to customers. It explains techniques that have been proven effective for telling your story and explores how to name your brand and give it a visual identity using a carefully crafted logo. It also explains how conducting linguistic analysis when creating brand names and identities allows you to design your brand so you can succeed in the globalized economy.
The book explains the various types of people your startup team will need and shows how shared values are necessary to enable people of diverse temperaments and professional specialties to work together as a coherent team. It emphasizes that resilience is a necessary quality for startup entrepreneurs. It describes the qualities that make people resilient and explains how to cultivate these qualities. Above all, the book presents techniques for cultivating the realistic optimism that a startup entrepreneur needs to persevere in the face of difficulties and keep driving toward success.
I liked the fact that the information covered in the book was contributed by different experts as per their areas of specialization. The experts have been drawn from the fields of crisis management, graphic design, social media marketing, leadership, entrepreneurship, among others. The book also contains appendices that provide information on areas that are crucial to startup entrepreneurs, although they may not be part of branding per se. Such information includes how to put up a business plan, how to find the right financial backers, how to use the various types of social media marketing, legal issues surrounding intellectual property, among others. The book also contains “takeaways” and exercises at the end of each chapter. The takeaways are a summary of the main points addressed in the concluded chapter. The exercises enable the reader to ruminate on the knowledge they have just gained. Finally, the book includes a glossary providing definitions of the special terms related to branding and graphic design, which is useful to readers who are not very familiar with these fields.
I found several grammatical errors and typos while reading the book. I would therefore recommend another round of editing. There was nothing else to criticize about the text.
I rate it 4 out of 4 stars. The information in this book is meant to save valuable time and resources for entrepreneurs which might be expended in trying to correct costly mistakes. It would be impossible to assimilate all information from the book in one reading. This is one of those books that you will always gain something new from, despite how many times you read it.
I recommend this book to all entrepreneurs, regardless of whether they are startups or veterans. The priceless information contained therein will aid in their success in the entrepreneurial world. It might also be used as reference material for students taking entrepreneurship-related courses.
******
Brand Real
View: on Bookshelves | on Amazon
The book is written by Vasken Kalayjian, an award-winning global branding expert. It begins with a disclaimer that the information contained within should not be used as a substitute for professional services. Brand Real addresses the deep issues involved in creating a new brand: how to put your startup on the map; how to plant its identity in the minds of potential backers, collaborators, and customers; and how to tell your story effectively in the world of marketing. It describes how to create talent and build a strong team on a value-based enterprise. The book is designed as a roadmap for startup entrepreneurs in their quest for success. Most of the information is on branding, but it also contains key information on how to create a strong, flexible, values-based company culture.
Brand Real gives an in-depth account of branding, which is a crucial factor in the success of any startup. Skillful branding is useful for establishing your identity in the marketplace and to demonstrate the value of your products and services to your potential customers. A large part of the book investigates the strategy and tactics of successful branding, explaining what works and why based on the deep expertise of long-time experts in the field. It explains why a successful brand must be built on reality- the real values of the startup company and on the real values that its products and services deliver to customers. It explains techniques that have been proven effective for telling your story and explores how to name your brand and give it a visual identity using a carefully crafted logo. It also explains how conducting linguistic analysis when creating brand names and identities allows you to design your brand so you can succeed in the globalized economy.
The book explains the various types of people your startup team will need and shows how shared values are necessary to enable people of diverse temperaments and professional specialties to work together as a coherent team. It emphasizes that resilience is a necessary quality for startup entrepreneurs. It describes the qualities that make people resilient and explains how to cultivate these qualities. Above all, the book presents techniques for cultivating the realistic optimism that a startup entrepreneur needs to persevere in the face of difficulties and keep driving toward success.
I liked the fact that the information covered in the book was contributed by different experts as per their areas of specialization. The experts have been drawn from the fields of crisis management, graphic design, social media marketing, leadership, entrepreneurship, among others. The book also contains appendices that provide information on areas that are crucial to startup entrepreneurs, although they may not be part of branding per se. Such information includes how to put up a business plan, how to find the right financial backers, how to use the various types of social media marketing, legal issues surrounding intellectual property, among others. The book also contains “takeaways” and exercises at the end of each chapter. The takeaways are a summary of the main points addressed in the concluded chapter. The exercises enable the reader to ruminate on the knowledge they have just gained. Finally, the book includes a glossary providing definitions of the special terms related to branding and graphic design, which is useful to readers who are not very familiar with these fields.
I found several grammatical errors and typos while reading the book. I would therefore recommend another round of editing. There was nothing else to criticize about the text.
I rate it 4 out of 4 stars. The information in this book is meant to save valuable time and resources for entrepreneurs which might be expended in trying to correct costly mistakes. It would be impossible to assimilate all information from the book in one reading. This is one of those books that you will always gain something new from, despite how many times you read it.
I recommend this book to all entrepreneurs, regardless of whether they are startups or veterans. The priceless information contained therein will aid in their success in the entrepreneurial world. It might also be used as reference material for students taking entrepreneurship-related courses.
******
Brand Real
View: on Bookshelves | on Amazon
Latest Review: The United States of Opioids by Harry Nelson
