Know who you are and believe it. As a company, if you are not unified in your vision, your branding effort will be DOA. Without consensus, your aspiration to become a great brand is a non-starter. No matter the nature of your company-a high-powered law firm, an Internet startup, a new fashion label-you need to speak with a singular voice and agree on who you are and what your value is to your customers. Naturally, a charismatic visionary can lead the way (i.e. Napoleon, Henry Ford, Sir Richard Branson), but even those titans needed to get their key players aligned. Most often, it’s a group of senior executives to start with, but it applies to every individual in the company. There is no other option. They all need to say “yes.”