Your Brand Should Be Gay (Even If You’re Not): The Art and Science of Creating an Authentic Brand

I found this book on branding not only entertaining but also back by the science of branding. It even challenged my own beliefs around companies being led by sales.I have a new mindset."The old school approach is to be a 'sales-led company.""The new school approach is to be a 'marketing-led company.""The future is to be a 'brand-led' company."-In a brand-led company, it’s not just the burden of thesales or marketing teams to grow the business. Rather,the entire company, from the CEO to the receptionist, isunified and empowered around a singular Brand Purposeand Brand Promise (two concepts we’ll get into later). Inaddition, the company’s Brand Culture is now guided bya set of Brand Values that guide every behavior and set ofactions that are “on-brand.” And, more importantly, eachand every employee lives the brand by internalizing: “Howcan I deliver on the brand?” Then expressing the answerthrough daily actions.My favorite case study was Xtreme Lawn Care.I have to admit when I saw the rebrand to Purple Care, I didn't get it at all. I understood the apprehension of the owner completely.But when Re explained the science behind it, I was blown away.As a result of the rebrand, Purple Care stopped losing customers to competitors for services their customers didn't know they offered.This is the freshest book on branding you can get.

In the process of bootstrapping my business, I learned a lot about sales and marketing. On any subject, I could bring a framework to mind and explain why I was doing this or that. But when it came to branding, the whole thing seemed a bit nebulous to me. I sensed there was a powerful brand lurking somewhere in our messaging, but among all the scattered direct response campaigns and offers, there was no coherence to anything.That's why I decided to work directly with Re's company (Branding for the People) for a rebranding. Very shortly after starting the engagement, things started to finally come into clarity and alignment for us. I realized that, just like sales a marketing, there's a science and system to branding. Not only that, Branding is the throughline for EVERYTHING in the business, from sales and marketing to culture and operations.Reading Re's book now is putting things into even clearer perspective. It's also great to learn about the backstory behind the evolution of all of his insights.This book is a must-read for any entrepreneur who wants to take their business to next level

I'm in the process of launching Lys Chocolate and grabbed this book figuring I could always learn a bit more about branding, positioning, or any of the other nuances I'd somehow overlooked or forgotten about in my twenty years of resort retail experience. Not only has this approachable and well written book brought light to aspects of the chocolate company into which I need to dive a little deeper, it has given me a new perspective from which to reinvigorate, reinvent, and renew the existing brick and mortar shops to keep them fresh. On top of that, it has caused me to take pause and look inwardly at what exactly I want my personal brand and story to be. Am I being authentic, am I aligned, and if not, what further questions do I need to ask to make sure I am heading in a better direction? I recommend this read for anyone wanting to save time down the road by taking advice offered and incorporating a more head-on approach to nailing your story on the first go-round.

Re Perez completely changed my views about branding. As a long-time agency owner, trainer, and coach, I knew branding was more than a logo. But Re helped me see what was possible for not only our brand–but also our business through the branding lens. I had to pay tens of thousands of dollars to get his insights and advice over the last decade. Now he's packed it all into a super-affordable book. Your Brand Should Be Gay takes you through his unique frameworks and approach to leveling up your companies brand and vision for what your brand can be. If you're taking the time to read this review, get the book, read the book, implement the book.

This book is packed with value. Thanks to Re's ability to demystify and teach his craft in easy to digest ways; I was easily able to read the book in a day. I am a client of Branding For The People and know Re's genius first hand. Before meeting Re, I believed that I understood branding. After, meeting Re I learned that I knew very little about branding. I am grateful this book has been published so I can have a guide to refer back to as I continue to work on my brand + equally important have a trusted resource to offer others as they build their brands. Highly Recommend!

I don't care who you're or what you think of the topic of branding, you need this book on your shelf! And then you need to read and implement its strategies. Just trust me on this one. Besides, it's got great examples and nice wisdom! Highly recommended.

Or, re-align your brand on the right direction...As the market is becoming more and more crowded for e-commerce businesses... just having a business with no branding and thoughts behind it is not going to bring you very far.Re does an excellent job and highlighting how to not just be *Selling Stuff* but instead, offering with purpose and authenticity. He explains in a simple but clever way the different strategies to get there and how to reframe our mindset about branding.Excellent read!!

I’ve hired Re for brand strategy consulting before and this book walks you through the same process. Not only is he a true expert in branding, but his authenticity in his work and message is what helps brands succeed. Whether you’re looking to learn about what branding is and how it can be applied to your business or you’re ready for a playbook to begin executing yourself, this book is a comprehensive starting point.

I SO wanted to love this book! With such an eye-catching, intriguing title, I was assuming great things, and I was very excited to read it! I dove right in as soon as the book arrived at my doorstep, and, after the introduction, I was a little confused. Was it the author's life story I was reading - an auto-biography, as it were? - or was I going to actually learn about branding? I couldn't tell. And, as I kept reading, I'm sad to say, I still had trouble separating the biography from the branding. The pages are filled with customer examples (which are usually a good thing, right?), but they are not positioned as a user-friendly, "here's how you do it" example. Instead, I got the impression that the author was more trying to say, "here's how awesome I am at helping this customer" - which, while admirable, is not exactly what I was looking for to help me build a better brand.To be fair, there were a number of pages that I marked to go back and review - notably, the "wrap up" pages at the end of each chapter held a great list of questions for companies or individuals to ask themselves in an effort to map out their branding. Section three of the book also held some good words of wisdom for companies who are trying to understand their brand identity and build their own brands. These tidbits of wisdom are why I gave this book a 3-star review instead of 2-star.Overall, though, it became quite clear to me that the author views himself as the hero of his own story (as is his right), but I was looking for more instruction on how I could be the hero of mine... this book just wasn't for me.

I've been lucky enough to attend an event Re was a keynote speaker at and during his session I was writing as fast as I could in an attempt to capture his pure genius and unique approach to branding.I am so excited to now have this book as my branding bible - having Re's step by step process to follow is priceless for my business.Re has an incredible gift at demystifying branding. He's found a unique way to combine the science and art of such an intangible concept that is so widely misunderstood.Packed full of actionable strategies this is an absolute MUST read for anyone in business.(It's such an engaging read I finished it in one very enjoyable sitting!)

This book gives an incredible insight into what a brand really is, through amazing stories and actual lessons from real companies. I realised how much I didn't understand what my brand was as I blindly believed the age old philosophy that the brand was our logo, colours and fonts. I couldn't have been more wrong in my thinking. There is so many takeaways from this book it really is more of a bible of branding and that on it's own is worth way more than the asking price. Do yourself and your brand a favour and get this book.