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Building a brand begins at an entrepreneur's conception of his company. Before anyone is remotely aware of the existence of a new enterprise, entrepreneurs must first have a clear understanding of the brand identity they are creating in order to align the entire operation with its promise. This process is fundamental in maintaining the coherence of the business strategy and assuring the eventual creation of brand equity. Before any marketing or advertising to consumers, entrepreneurs must have created a brand with a clear promise and an organization designed to fulfill it.
The entrepreneur has to know the customer he wants to satisfy. It is important that the he goes beyond just understanding the needs of this potential customer. He must understand how the customer sees himself and how he would like to be, where he is and where he would rather be. With this information the entrepreneur can devise a brand identity that is clearly differentiated and stands as the answer to an important problem.
Entrepreneurs have to design an organization that empowers their employees to fulfill the promise of the brand. Not only do employees have to be aligned with the brand culture but the organization must provide them with the tools to actually "Be the Brand...