Identify the overarching idea that you want your brand to stand for.
Watch the video and download the worksheet here: http://deniseleeyohn.com/brandessencevideo
This is part of a 10-video series, "How to Build a Breakthrough Brand" (http://deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started.
Visit http://deniseleeyohn.com for more brand-building insights and instruction.