What's Your Business About? How to Build a Company Brand to Outshine the Competition and Hire the Best – Gornov Andrey – Alpina Publisher – 2025 – ISBN 978-5-206-00438-0
What's Your Business About? How to Build a Company Brand to Outshine the Competition and Hire the Best
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A practical guide to creating a strong corporate brand for entrepreneurs and executives. Written by Andrey Gornov, founder of Getbrand, based on over 20 years of branding experience, this book offers concrete steps and tools for building a company's brand. The author emphasizes that a brand is more than just a logo or mission statement, but an entire business philosophy that helps differentiate a company from competitors and attract customers.
Andrey Gornov explains the importance of understanding customers' true problems and aspirations. He teaches readers how to define and communicate the true value of their product or service, how to articulate the brand's role, and how to choose the appropriate archetype. The author offers step-by-step instructions for brand creation, including the development of visual elements and system documents (brand book, HR book, product book, and communications book).
The book is filled with practical exercises and real-life examples from Russian business. The goal of this book is to help readers create a strong brand that will allow them to stand out in the market and attract customers.
Andrey Gornov explains the importance of understanding customers' true problems and aspirations. He teaches readers how to define and communicate the true value of their product or service, how to articulate the brand's role, and how to choose the appropriate archetype. The author offers step-by-step instructions for brand creation, including the development of visual elements and system documents (brand book, HR book, product book, and communications book).
The book is filled with practical exercises and real-life examples from Russian business. The goal of this book is to help readers create a strong brand that will allow them to stand out in the market and attract customers.
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