Question: Nate Jones, a friend of yours, is in the early stages of conducting a feasibility analysis for an e-commerce website that will focus on the sale of products for extreme sports, such as snowboarding, rock climbing, mountain biking, and hang gliding. Nate is familiar with the concept of branding, and he knows that because his company is new he'll have to build a brand from scratch. What actions would you suggest Nate take in order to build a brand for his planned website?