A brand offers benefits not only to the organization to be able to sell to customers, but also a tremendous amount of value internally. To come up with a disruptive brand strategy, Sue Kirchner of Brand Strong Marketing says, first and foremost, you need to look inward and figure out what you stand for and what you’re good at. Then you need to look at your foundation and look at your mission, your purpose, and your vision. Where are you going with the organization? What is the promise that you make to your customers as well as employees? Discover the essential steps to figuring out what your brand is, and learn how you can differentiate yourself and stand out in the marketplace.