See brand management as change management. Actively involve the entire organization.

Systematically develop your brand identity. Derive it not only from your vision but also empirical evidence.

Invest in your brand's substance. This may be more important long term than a fabulous brand appearance.

Bolster the strengths of your brand before you eliminate weaknesses. Always nourish your brand's roots.

See that brand management is bought into from the top in your organization. And win over the CEO.

Entrust experienced managers with taking care of your brand – avoid handing it to junior staffers and avoid frequently handing over responsibility to different people. After all it's one of your firm's biggest assets!

Let your brand promise only what it can do. Instead promise less and exceed expectations.

Develop your brand in an evolutionary, not revolutionary way. Ensure consistency and continuity in the brand message.

Measure your brand's success regularly, quantitatively and comprehensively.