This document provides information on how to build a strong brand identity from scratch. It discusses defining a brand's core identity through leadership brand types, identity elaboration, proof points, role models, positioning, and associations. It also covers selecting target markets through various segmentation approaches. Additional topics include points of difference/parity, overcoming negative perceptions, developing a brand mantra, and conducting brand audits. The overall message is that thoroughly understanding these brand identity and positioning fundamentals is key to creating a distinctive brand that resonates with customers.