Creating a Brand Requires Discipline and Vigilance

Posted by: Today's Tip Contributor on June 16, 2010

You must "brand your brand" or someone else will. Brand equity is all about consistent delivery and correlating communication, including both verbal and visual dialogue. Inconsistency is the face of ruin on a brand. If you let the public define your brand, you lose control. It’s imperative for you to drive the message and perception of your brand before it reaches the public. To keep control of your brand, keep these tips in mind:


• Build it, brand it. When you develop a brand, what you say should be carefully considered, strategic, and consistent. Start by clearly defining what essentials you need in order to build your brand. A name, tagline, identity, website, and sales collateral are all essential core pieces of the brand in a successful launch.

• Don’t let the public define your brand. Social media is now an integral part of every brand and is also a popular method for launching brands. You need to plan how you want your brand to be received in social media channels. Do not leave this out of your branding equation; if not defined well, your brand could be misperceived by the public.

• Make sure your employees are aware of your brand messaging. They are your biggest brand advocates and all their communications should be consistent with the brand.

Remember, brand is both mental and physical, so the attributes and the name, color, tagline, and so forth must all align to keep your brand consistent and your audience happy. "Brand your brand," for brand’s sake.

Andrea Naddaff
Partner & Vice-President, Business Development
Corey McPherson Nash
Watertown, Mass.

Reader Comments

Rich Polt

June 21, 2010 2:46 PM

Here here Andrea! Great to see your tips on the Businessweek site. Couldn't agree with you more on all points.

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