Building a brand for a product

Objective : Hook the audience ( consider to buy  >> buy once >> continue to buy)

Here are some steps for this

1. Identify a unique hook : Latch on to a unique product feature. E.g. your pen (product) uses organic ink unlike other pens available (unique feature). Hooked! Product too generic? Check if you can differentiate on after sales service or any other added purchase benefits. If yes, that's your hook. If no, differentiate on your consumer's emotional experience of using the product.
2. Shape up suitably : Develop brand elements matched to your consumer's life, the hook, competitor ( you have to be different), your market (ice to eskimo case), your product (obviously), your company, your employees ( weird mascot on uniform case) 
3. Communicate : What - Your hook and what does your brand stand for. How - first advertise or reach out to your consumer in anyway you like and then listen/ gather as much feedback as possible through research. Why - Has your consumer noticed you? What does he think about you? 
4. Deliver & continue to do so : You've said it! Now live up to it each time your consumer experiences you he is expecting you to deliver your promise
5. "Check yourself before you wreck yourself" : keep tabs on your competition, on how your brand is evolving over time. Is this time to enter a new market? Are you still relevant? Can you improve? Can you communicate more often? Check !