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Whenever you open a new business, you’re creating a brand, so before you even name your business, give some serious thought to how you’re going to create a brand around it. Especially pay attention to the following tasks:

 Identify your niche — what your business plans to do different and better than existing businesses in the same space (see Chapter 2)

 Define your brand identity — your business’s vision, mission, and values, and what makes it special (see Chapter 3)

 Clarify your branding goals, and establish ways to measure your progress toward achieving those goals (see Chapter 4)

When you create a business, you create a brand, so think about your business as a brand from the get-go. Branding shouldn’t be an afterthought. If you already have a business, though, it’s never too late to benefit from branding.