10. Figure Out Your Message

The first step to branding is figuring out what your message to clients will be, DeCamillis said. The problem, he said, is that a lot of businesses don't know exactly who they are. When Platte River Networks was looking to nail down its message, DeCamillis said they polled employees and customers to see how they viewed the company. Platte River Networks' own messaging problem came to light as everyone gave different answers on what they thought was important about the company. That meant it was a good time to rebrand, DeCamillis said. Now the brand revolves around customer experience and its Intuition managed services offering.