Like many people, Darren James thought a company’s brand consisted of little more than a logo and a tag line.

Nike Inc., for example, evokes images of strength, athletic prowess and style — messages that go well beyond the company’s logo and slogan. In fact, Darren recalls a company with which he once dealt that exceeded his expectations and exuded professionalism. While the positive impression that company made on Darren was its brand, Darren could hardly remember its logo. Before creating his own brand, Darren learned:

> your brand is the “face” on all the promises you make to your clients;

> brand strategy starts and ends with the CEO’s commitment;

> you must gather input from all stakeholders before creating your brand strategy.