Conscious Branding

Chapter 6

Building the Brand Foundation

Now that you have some background, let’s get to work on building your brand. In this chapter we will take you through the process of building your brand foundation. We recommend that you start a binder or a file in your computer that codifies your brand as you go through the steps of building it. Ultimately, you should have addressed every distribution point on the map, or at least have a clear idea of what you need to work on. In this and subsequent chapters we will indicate specific actions you can take under the heading “Here’s How.”

Defining Your Organizational or Product Personality

We’ve said that building a brand is similar to developing a relationship. In the case of branding, it is building a ...