So tomorrow you’re going to a sales meeting. What are you going to say? Go back to the brand concepts in the plan. Those central and supporting themes. Those better be in your notes, on the tip of your tongue, and in any written materials. They’d also better re-appear in your proposal, on your website, and in press releases. These may change and evolve over time, but when they do, those changes and evolutions should follow along the lines of the steps you outlined in the plan. Iterations, yes. Deviations or inconsistencies, no.