Determine your brand values and be sure that they accurately reflect your brand. One way to be sure is this scenario: if you took away any one of the values would your brand cease to exist as that brand? If not, then the value wasn’t a true value.
Two:
Determine or develop a positioning strategy that makes your brand a leader in your category. This is not some fluffy slogan that merely inspires but is something that potential customers can resonate with and in many cases pay more for.
Three:
Own your color palette. Look to your competition and establish color as an icon that represents your brand exclusively. Think UPS.
Four:
Talk with stakeholders to be sure that their perception of your brand accurately reflects the reality of your brand. It is a good opportunity to validate your values as well.
Five:
Is your brand logo in sync with your brand culture? Does it need updating etc? Many graphic design firms and ad agencies believe branding starts here – pity. Your brand logo should reflect your values and also help to differentiate you. Your logo is essentially the face of your brand. It’s how the public is able to identify with you visually.
Source: http://www.smallbusinessbranding.com
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