Before the Brand: Using Positioning and Messaging to Build Brand Identity

Rated 5.00/5 based on 4 reviews
How is your brand perceived? Unless you consciously define your brand, your customers will create their own perception. This book helps you take control of your brand by defining what your brand is before your marketplace does. It contains a step-by-step process to create positioning, value propositions and messaging, making it much easier to influence customer perception of your brand. More

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About Leslie Sutherland

Leslie Sutherland, CA-AM, is Marketing Practice Lead at Phoenix Consulting Group in Silicon Valley. Leslie is a veteran marketing executive with expertise in global and partner marketing as well as marketing communications. Leslie is actively involved in best practices formation for marketing and partnerships and is on the teaching faculty for the American Management Association. From 2005 - 2008, she was a global board member of the Association of Strategic Alliance Professionals (ASAP). Leslie on the board and is a past-president of the Silicon Valley/Northern California Chapter of ASAP, and is also a past board member of the Silicon Valley Chapter of the American Marketing Association. Some of the organizations she's worked with include Apple Computer, Adobe, Cisco, Intuit, PayPal, SAP and VMware. Leslie holds a B.A. in International Relations from U.C. Davis.

Leslie Sutherland conducts messaging processes for organizations large and small. From global enterprise to single product messaging, contact Leslie if you are looking for a messaging expert to lead your next messaging and positioning process at


Review by: Vikram Singh on May 3, 2011 :
Great read! I have read a number of brand related books but none have been as simple and easy to undertand and implement as this one. I am buying the templates and will use them! Thanks Leslie!
(reviewed 26 days after purchase)
Review by: Scott Safe on April 19, 2011 :
Great book. Excellent overview of the key ingredients needed to brand a company. simple examples and thoughtful analysis. It's on my 'handy' marketing shelf.
(reviewed 22 days after purchase)
Review by: Michael Brooks on March 29, 2011 :
Excellent guide for entrepreneurs, marketers and other professionals who need a proven, pragmatic approach to branding their business in a way that sticks!
(reviewed 48 days after purchase)
Review by: RosieSFO on March 11, 2011 :
This book is an excellent step by step and how to. Leslie is a pro, her instructions and insight bring it to basics that everyone, even a seasoned marketing professional can learn from.
(reviewed 29 days after purchase)
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