If you’re creating a new brand to break into or create a new category, Heidi Caldwell, Vice President of Marketing and Strategic Development at Brand Engine, suggests the following eight steps.

• Include a clear definition of the brand value, which generates a natural flow of ideas.
• Define how the brand can inspire trust and authenticity in consumers.
• Be transparent about your brand.
• Develop a compelling brand story that is meaningful and memorable. Conduct a category audit to avoid duplication.
• Give consumers fewer steps to process, from product preparation to package components.
• Leave a lighter footprint to reinforce a positive brand perception.
• Manage and evolve the brand to adapt to current marketplace trends.
• Create a “tribe of followers” through social networking sites.