With all the hype about branding, it's important to remember that branding is really just a restatement of the obvious. It's common sense strategy - revisited.
This new Fast Company article focuses on branding, and comes away with this gem:
"To successfully build a brand, says INSEAD marketing professor Amitava Chattopadhyay, "is to communicate your key value proposition to the key customer segment, and do so in an integrated and consistent way."
BOTTOMLINE: Once your organization takes the time to craft your mission, vision, values, strategic position - you're in a better position to understand what it takes to conduct branding. It's all about common sense strategy.