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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