Building a brand is an exercise in self-definition that is an invaluable experience for everybody involved. The process demands unambiguous answers to the questions below. Unless you have compelling answers, you haven’t got a brand.

• What is your unique space in the marketplace?
• What is the organization’s essential truth – it’s Guiding Principle?
• What do you do?
• What is the brands ambition for the future?
• What does the brand stand for?
• What is the brand’s character?
• What do you promise?
• What is your tone of voice?
• How does your brand speak to your various audiences?
• Are your people trained to deliver the brand?
• To what degree are the interactions with your clients or customers guided by the brand?
• Is the brand incorporated in organizational decision-making?
• Why does your brand matter?