Your "Brand" is what the market thinks, NOT WHAT YOU SAY - Brand Gap by Marty Neumeier

"Always being involved with Small and Mid-sized organizations, I found @MARTYneumeier Brand Gap to be very concise and approachable, not just a bunch of stuffy, arrogant, snobbery from a life in the fast lane dealing with major clients at major agencies.

Marty has worked for very high profile clients, yet he distills principles of Branding down to the nuts and bolts that anyone can use to build even their personal brand.

Brand Gap shows how to help "Bridge The Gap" between a firm's mission/strategy and the needs and desires of the customer. As Neumeier states, a Brand is what the market (your customers and prospects) feels about your business offering, NOT WHAT YOU SAY IT IS!

Book also discusses evolving business models to help firms consider what types of working relationships they should form in dealing with external Branding partners.

Neumeier is Branding royalty, grab a copy read it and keep it. It is full of additional resources as well".
 

Check Neumeier's blog and his "Liquid Agency" at http://www.liquidbrandexchange.com/