Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do.
Before you get all hung up on what shade of green to use for your logo or what tone you're going to use when engaging with people on Twitter, you need to step back and take a look at the big picture.
Let's clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name. In fact, your ... Read More