How to build a brand from scratch? How to turn a business idea into a viable brand proposition that stands up to competition with a differentiated and highly relevant offer? And how to translate that proposition into an identity, capable of engaging with the target audience emotionally? Even the most brilliant product or service idea will not succeed in leveraging its full potential unless it has been transformed into a strong and recognizable brand proposition. Building a brand from scratch does not only concern start-ups. It is also highly relevant to companies of all sizes who want to brand their product or service offers as well as the corporate world with its frequent business strategies founded on Mergers and Acquisitions (M&A). This concerns B2C and B2B brands alike. Turning a business idea into a brand always has many merits. It is not a cost, but an investment in the future of your business. Creating brands from scratch, invigorating established brands through renaming, or developing a corporate brand to overcome the challenges of a fragmented brand portfolio and heterogeneous corporate cultures, all requires very similar intellectual branding processes. This chapter lays out these processes and proposes several brand benchmarks as examples.