The process of building a brand isn't all that different from constructing a house.
Okay, it might be slightly different, but there are at least a few similarities. For instance, both take a lot of preplanning and a solid foundation, after which everything else is strategically placed on top.
A lot of people talk excessively about the importance of research when it comes to brand development. Research is essentially like a blueprint for marketers were you need to outline:
* Exactly who your target audience is
* Who your closest competitors are
* Your current strengths and weaknesses
Once you understand these elements thoroughly, you'll have the pieces in place to develop your branding strategy.