You have a brand new idea for a small business and the funds to start it off right. Good for you! The next step is to cultivate your brand from which all other decisions will flow. Brand consistency, brand identity, and brand persona or personality are all terms we hear being thrown around, but what does all of it really mean?
Simply put, you devise your brand based on the answer to one question – who are you? When you know this, you can begin to put the answer into action.
