"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place."
– David Ogilvy
A brand is not a logo. That is a brand image
A brand is not a paper system or business card. That is a brand identity.
A brand is not a product.
A brand is not what you say it is.
A brand is what the consumer says it is.
A brand is how people feel about a product.
What is your brand? What do you want your reputation to be?
Just as Stephen Covey's "7 Habits of Highly Effective People" tells us, we have to 'Begin With The End in Mind'.
So when you sit down to plan for 2009, you need to decide what you want your brand to become and then plan the steps to get there.