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	Brand Builder's Checklist
	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?