IN THIS PART …

• Extend your brand’s reach beyond the niche market in which it started. Conduct a brand audit, create a plan to scale your brand, and (if desired), outsource some responsibilities to lighten your load.
• Build customer loyalty and earn customers for life by rewarding loyalty, surveying customers to find out what you can do better and different, targeting offers to different customer tiers, and transforming customers into brand advocates.
• Protect your brand against external threats from competitors and any upstarts seeking to capitalize on your creativity and innovation. Trademark your brand, patent your ideas, and seek legal advice at the first signs of trouble.