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Reviewed by Marta Tandori for Readers' Favorite
When one hears the word “brand”, one immediately thinks of a trademark. However, in Diehl’s world, brand becomes a three-dimensional rendering that encompasses more than just the name of a business. To Diehl, a strong business identity is achieved by combining personality and values with the functionality (and flexibility) of a good product. Brand Identity Breakthrough makes some interesting observations, some quite simplistic and of common sense, yet all of them valuable. Some of these are: (i) money is just a vehicle through which people exchange happiness and that businesses provide a method for people to do this in a tailored and systematic way; (ii) while the essence of business may be the creation of specific value, a business cannot succeed on the virtue of it being a good idea alone; (iii) while the corporate world today looks for individuals possessing a specific series of qualities combined with real working experiences which conform to their work environments, the traits of a good entrepreneur require thinking outside the box – not necessarily reinventing the wheel, just tweaking it a bit and making it your own; (iv) the key to keeping a foothold in today’s marketplace is having the ability to adapt to the constant flux of its consumers' demands; and (v) while it’s always a good idea to keep sight of the big picture, breaking things down into small goals helps.
By his own admittance, the author has led an adventurous and diverse life which has eventually led him to his ultimate calling. Moving out of his parents' home, he lived in a trailer while finishing high school, before setting out to travel the world, even teaching English in China. This has given Diehl considerable insight into both humanity as a whole and how the world works. He’s chosen to forge his own path and Brand Identity Breakthrough is a culmination of not only his business acumen, but also the way he’s seen people function and how that affects the marketplace and business entrepreneurs in general. His prose is down-to-earth, conversational and immediately engaging, while the book offers guidance on identifying one’s core values and developing a unique selling proposition.
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. Overall, a great book with sound advice that’s a must-read for all individuals about to embark on the road to entrepreneurship.