The document outlines a 7-step process for building a strong brand: 1) create a brand identity, 2) define brand ideals and elements, 3) conduct due diligence on legal, competitive and operational risks, 4) share brand values extensively with stakeholders, 5) integrate the brand across touchpoints, 6) invest appropriately in brand assets, vehicles, distribution and management, and 7) measure brand awareness, strength, loyalty and other metrics. Building a great brand takes discipline, focus and commitment to defining and nurturing the brand over the long-term.