Defining marketing and branding
Why brand?
Who should be involved in the branding process?
The ideal brand
Where to start : the brand audit
The story : defining your message
The visuals : attention-grabbing support for your message
Brand standards, brand advocates, and marketing
How to work with outside help
Evaluating your brand : short-term and long-term
Maintaining your brand
Blogs and brands
Common pitfalls and false assumptions.