1. The Story

The first step is to understand the history of the company, its corporate culture, why it was started, how it has evolved over time and what the owner's specific business goals are. For instance, if the plan is to sell the company in five years, then it is critical to strengthen the Brand, increase Brand value and build Brand equity. A strong Brand Identity will play a key role in increasing Brand value.

 
© Copyright 2004– Orly Zeewy