ABSTRACT
This chapter explores the strategies, tactics, and tools utilized by the leading companies. It examines steps for building one's personal, company, and product/service brand to tell one's story, inspire trust, and build credibility as well as attracting, exciting, and retaining customers, clients, investors, and partners. The chapter addresses how to leverage media tools and strategic partnerships to build brands. It discusses how companies have effectively managed public relations crises and lessons that one can leverage. A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product or service and differentiates it from its competitors. Brands in the agriculture, food, and nutrition sectors often use green, brown, and orange for their logos. In defining a company’s brand promise, it is essential to clearly outline its values, which encapsulate one's brand’s personality, purpose, and positioning.
