Use this as a discussion guide with key stakeholders in your company. Tear off the last pages and use them as a place to collect your final thoughts. Or use it as a guide to create your own. The point is, force yourself to agree on things as a group and write it all down in one place for all of you to see. Reference it when making any decisions where you’ll be interacting with customers in any way. That’s the first step in embracing brand as a business strategy.
