Chapter 2. When and How to Brand

In This Chapter

• Branding products, businesses, services, and even yourself

• Following the branding process, step‐by‐step

• Seizing the best moment to brand or rebrand

The short answer to the question of when and how to brand is this: Brand when you're ready to make a promise to customers, and brand by making a promise that you're absolutely, positively certain you can keep.