Is your brand rock solid or more like Jello; sort of transparent and a bit wobbly? Is your branding consistent in everything you do? Remember, your brand isn’t just the face on the company but the voice behind it too. If it quivers, people will stop listening. If the face is always changing, people won’t remember who you are.
First, you need to know who you are and why you do what you do, then you need to be able to show people who you are and convince them you’re the best at what you do, and ultimately, you need them to remember who you are and have an almost compulsive need to tell their friends who you are.
Think about your favorite brands and ask yourself if they’re your favorite because their product or service is better than other choices, or because they’re exceptional at branding themselves and building your trust and loyalty? Is Quaker State really better than Pennzoil or Mobil or have they just established a solid and lasting brand that led grandfathers to recommend Quaker State to their sons and daughters who grew up and now recommend Quaker State to their children?