I thought that it might be useful for those of you involved in brand building and management to have a simple checklist of items to think about as you try to create a brand from scratch, increase the competitive advantage of your brand, or even re-position a brand. So I hope the following will be useful:

• What is your brand's vision?
• What values does your company subscribe to?
• What are the good and bad features/attributes of your brand (company, product, service)?
• What are the bad aspects of your brand, and how can you dispose of them?
• What are the practical benefits associated with each of the good features/attributes?
• Can you extend those features and benefits to form emotional characteristics for the consumer?
• What are the emotional reasons why customers might buy your products/services?
• What are the rational and emotional personality characteristics of your brand?
• What can you do to bring these personality characteristics to life?
• How can you use the brand personality to attract and retain more customers?
• How can you deliver on the promise of your brand?
• How are you going to generate more trust in your brand-customer relationship?

See Paul Temporal's latest book Advanced Brand Management at Amazon. You can purchase this book from by clicking on the cover.