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1. Get clear on what the brand is
A brand is the sum total of the messages, interactions, and experiences a customer has with your product, services and people, Blue says. Remember that your brand is not just your logo.
2. Maintain control of the process
Use a third-party guide because it is easy for a re-naming effort to deteriorate into likes and dislikes or what your spouse thinks, he says. Keep an open mind and ground your brand in a strategy that recognizes not only the brands origins but also its ultimate destination.