If you want to build a strong brand, you must first understand what a strong brand is. If you ask a hundred people what a strong brand is all about, you will probably get a hundred different answers. None of these answers will be wrong but if you want to build a strong brand, you need to be very clear what a strong brand is to you so that you know when you have successfully built one. Whatever definition you have right now, put it on hold for the moment while you read this chapter. I would like you to consider a few things before you start on this part of your brand-building efforts.