To ensure you’re getting the most value out of any investment in branding you first need a strategy that is clear about the type of brand you are trying to build.
After spending some spare time over the last few weeks drafting a post titled So what is a Brand Strategy anyway? it dawned on me that I may be putting the cart before the horse here.
The question that I should really be addressing first is So what is a Brand, anyway? because there are plenty of misconceptions about this.