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• Ensuring that the CEO shares the primary brand champion role with you
• Ensuring that the brand has a carefully crafted mission, vision and promise
• Maximizing relevant brand differentiation
• Ensuring that the brand has an attractive personality
• Making sure the brand stands for something important to the target customer
• Making sure all employees understand what the brand stands for
• Aligning organization strategy with brand strategy
• Creating and sustaining organization-wide passion for the brand's mission, vision and promise
• Ensuring that the organization delivers against the brand essence, promise and personality at each point of contact the brand makes with employees, customers, shareholders, the press and any other stakeholders
• Ensuring that the brand acts with consistency and integrity
• Maximizing the target customer's awareness of the brand
• Infusing the brand with relevant innovation
• Keeping the brand alive and "vital"
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