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.


- 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?