I wrote last week about not letting emotions dictate your decision making with respect to managing your brand. There's really more to it than that. You need to have a process by which you evaluate your options and make the best possible decision.

This process needs a formal structure that:

• Tells you what information to include in defining the problem
• Parameters for determining options
• Criteria for evaluating the options
• The person or team responsible for the final decision

The details of each step may change based on the situation, but you must define those details before proceeding (ironically, you'll probably do so through another process with similar steps).

Overall you will find yourself taking a better-disciplined approach to making decisions with more favorable outcomes in support of your brand.

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