Process

Step 1: Identify your decisive opportunity  
     
Step 2: 
Identify and prioritize key stakeholders
 
 
  • What do they want from you?
  • What do you want from them?  
 
     
Step 3: Define your brand promise, difference, character and positioning  
     
Step 4:
Develop your identity, name, logo, slogan, style, brand architecture  
     
Step 5: Develop your brand communications - websites, ads, brochures, sales support, etc.  
     
Step 6:
Determine what you need to do to live the brand and then do it - policies, products, services, recognition, technology  
     
Step 7:
Assess stakeholder touchpoints  
  Determine where you have the biggest opportunity to deliver "transformative experiences" to the most important groups for the least cost, time and effort.
Focus there.