What NOT to DO This is the hardest part of brand building. Not choosing what TO do… But choosing what NOT to do. At its core, this is what a great brand does. It says NO to great opportunities… That aren’t the RIGHT opportunities. I get it. It’s not easy to say NO. But you know you’re building a great brand when you’re clear on what NOT to do. Do you think choosing what not to do is hard? Let me know in the comments below.