FOUNDER BRAND

A book for entrepreneurs and marketing specialists that encourages company founders to maximize their brand by telling their own stories.

Gerhardt wants readers to understand the power of their brand when marketing their company, arguing that “people buy from people.” When consumers feel a connection to a person, he asserts, rather than a company, they’re more likely to become customers. The author’s first step in building a founder’s brand is to help make them into a storyteller, and to that end, he provides a series of questions to lead founders through the process of identifying and articulating the narrative of their lives and businesses. He encourages them to be personal and vulnerable, sharing details of their lives that will help others connect with their struggles and triumphs. He continues by asking founders to identify exactly who their customers are and to show what problem the company is fixing for them. These steps culminate in an “explainer,” which briefly and succinctly tells prospective customers the who, what, and why of one’s company. Gerhardt also wants founders to figure out who their role models, mentors, and “anti-role models” are so they can follow the successes and avoid the challenges of those who’ve come before. The second part of the book effectively focuses on how to get a founder’s brand and story out to potential customers, using detailed examples of how to use social media podcasts and speaking opportunities to stand out from the crowd. Overall, this is a well-structured and encouraging book made specifically for those who are just starting down the path of building a business. Gerhardt generously shares what he’s learned from years of experience and expresses hope for others’ success in a genuine manner. He does tend to lean heavily on instances from his own career, but he also incorporates examples from the experiences of well-known figures such as Spanx founder Sara Blakely and Apple co-founder Steve Jobs.

Savvy founders hoping to avoid the pitfalls on the road to success may benefit from this book’s engaging tips.