A logo is not a brand
Rather than thinking of a fixed 'brand', think of the activity of 'branding' - of changing someone’s gut feeling about your product, service or company.
Staying Focused
If our task is to create the right gut feelings, we need to limit the scope of our efforts if we want to succeed.
Being Remarkable
Having people talk about you positively is the best branding/marketing/sales you can hope for. This exercise will help you identify behaviours that will generate such talk.