Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company - and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, fuzzy brand information into a concrete guidepost for making day-to-day branding decisions. Called the Brand Roadmap, this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big gun consulting and ad agencies.Step-by-step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success.Mike Moser, Cofounder of Goldberg Moser O'Neill advertising agency, has worked in the industry for over twenty-five years serving a variety of corporations, startups, and nonprofit organizations. He has won over 300 national and international marketing awards.