Includes index.

Defining marketing and branding -- Why brand? -- Who should be involved in the branding process? -- The ideal brand -- Where to start : the brand audit -- The story : defining your message -- The visuals : attention-grabbing support for your message -- Brand standards, brand advocates, and marketing -- How to work with outside help -- Evaluating your brand : short-term and long-term -- Maintaining your brand -- Blogs and brands -- Common pitfalls and false assumptions.