This guide provides clarity and a refreshed understanding of what 'brand' means. I want to convince the reader that it is possible and desirable to view the totality of a business or organisation as a ‘brand’. As you will discover, this guide defines 'brand' in a way that goes beyond a typical understanding of this particular subject.

Study of the Guide will:

• Elucidate the role your brand plays as a vital strategic asset for your business

• Clarity on the definition of ‘strong brands’

• De-mystify how and why strong brands influence target audiences and the marketplace

• Provide a structure and method for you to interrogate and evolve your own brand and business

• For the first time, make the connection between operational reality and brand meaning

• Give you confidence and direction in presenting and delivering your business to the world