Try thinking of your business or product as a living thing. Treat it like a new born baby that requires nurturing and feeding from day one for it to survive and for it to grow. The effort you put into teaching it to communicate its feelings, emotions, and needs will result in its ability to look after its self and communicate with those around it in the future. Forget to instill the basic character traits that is expected of a brand in your sector will result in under-performance. As with all offspring if left alone for to long the brand will wonder and in some cases become lethargic and unmanageable so it is important to continually access its results and plans to avoid disappointment.