Brand Delusions - Bill Leider
Released September 2012
Book Review by Tracy Farnsworth
Brand Delusions is a refreshing change of pace. I'm used to business guides being very dry and dull to read. This book is quite the opposite. It's engaging, draws you in, and that helps really get the message across.
The message behind Brand Delusions is clear. It's time for many companies to rethink the definition of their "brand." - "Your brand isn't just your logo, product, or service, instead - "Your brand is a widely held set of beliefs and expectations about what you deliver and how you deliver it."
To demonstrate this the author introduces Joe Fenington. Joe is the CEO of Kitchen Sculpture. His company is facing a product recall, and he's stressed. When a stranger enters his office and offers to help him with his "brand," Joe doesn't understand. He thought his brand was fine. However, this stranger helps show him how his perception is simply not accurate.
It's interesting to see how everything fits together. I'm a freelance writer. One discussion that comes up time and time again is how you must have a website with a pretty logo to market yourself. I've never agreed with that. A website's good, but how you've done the job in the past, what your current and past clients have to say about you, and your commitment to meeting deadlines and working with clients to make sure they don't blow their budget on your services is even more important to me. It works because I usually have more work than I can handle.
I see Brand Delusions as being an incredibly useful guide for any business owner. Whether you're just a one-person office or have hundreds of employees, you should take the time to read this book and see where you're going wrong.