Know-How Exchange : Branding

Building a brand is a long-term proposition. You have to first define what you want the brand image to be ... how you want to be perceived and by whom ... and then identify all the touchpoints -- how people's impressions will be formed. Then you put programs in place that will provide a comprehensive set of experiences that support, communicate and reinforce the desired brand image at every touchpoint.

That's the short answer. The long answer requires an in-depth positioning project and not a few off-the-cuff responses on a public forum.