#3. You must earn a brand

#3. Brands are earned: Sometimes good, sometimes bad

You never "roll-out" a brand. A brand is something you have to earn. Brands are built over time, particularly community brands. Often communities need to focus on "repositioning" or a "rebranding" effort in order to change perceptions of the community. Often the perceptions are worse than the reality. The process or repositioning is an arduous and time-consuming process that MUST start within the community.