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One of the biggest challenges with branding is its vagueness which often results in a branding approach that is just as vague and does not achieve much. But it doesn't have to be this way! Melanie Goel shares her experience about how to define a brand from the ground up instead of top down and how to develop the necessary assets to build a strong brand framework. She also gives actionable advice on how to put the framework into action. Melanie Goel is a brand strategist for small business