Brand Real is designed as a handbook for startup entrepreneurs. It covers a variety of topics startup entrepreneurs need to know about in order to achieve success. The guiding idea of Brand Real is that successful brands must be built on reality: products and services that deliver real value to your customers, and ways of doing business that reflect your personal values as an entrepreneur and the values of your enterprise and its people. Brand Real gives an in-depth account of branding, which is a crucial factor in the success of any startup. Skillful branding is needed to establish your identity in the marketplace and to demonstrate the value of your products and services to your potential customers. A major part of Brand Real investigates the strategy and tactics of successful branding, explaining what works and why, based on the deep expertise of long-time experts in the field.