In This Chapter
Determining what you want your brand to accomplish
Evaluating your existing brand identity and assets
Incorporating branding into your business plan
Assembling and leading your branding team
Brands are indelible. When they’re seared into customers’ minds, they’re long lasting and durable. That’s why this chapter is so important. It walks you through the steps of figuring out what you want your branding program to accomplish, what kind of brand identity you’re seeking, and what reaching the branding success you seek will take.
If you don’t have a brand — if you’re starting a business or launching a new product — this chapter can help you plan your brand from scratch so you get your brand identity, image, and strategy spot-on from the get-go.
If you already have a brand — if people already know your name and have impressions about what you stand for — use the information in this chapter as you assess whether your current brand image accurately reflects who you are and adequately appeals to marketplace tastes and ...