Last but not least...

Brand Strategy, Planning, Target Marketing, Public Relations and many more elements of branding have to be considered and started from the scratch, custom made just for your company. Hopefully you read this before you start anything to initiate any process of branding, marketing or advertising for your business, and this little booklet may earn the spot next to your kids' pictures on the fridge. If you do not have professionally run Integrated Marketing Communications specialists inside your business, you need to hire people or contract an outside agency.

You can throw a stone these days and chances are that you will hit some sort of marketing or an advertising firm, let's say: 7 out of 10 pitches, BANG!, right on the forehead... Do your research carefully, though. The traditionally attractive marketing services combined with the trendy technological changes produced a dense market of new agencies of such profile. Chances are that you may end up in the hands of one of many “software happy” enthusiasts that have no respect to fundamentals of branding, which still have not changed, despite of the new technologies.

Remember that branding may take long time and a substantial percentage of the budget to actually show results... making sure therefore that the process is carefully and professionally planned is one of the objectives you cannot afford to take easy on.