Five Rules for Effective Branding

There is more to creating and promoting a brand than making a pretty logo and tagline.  In fact, a logo and tagline are just representations of your brand.  Following are several rules to follow to help you create, promote and maintain your brand. 

5 Rules for Effective Branding

Be specific: Know what your brand stands for, and know what your brand promises.  Your brand promises should be precise and attainable, and you should be able to communicate them clearly.  For example, don’t just say your brand stands for quality.  That’s a broad statement that any company can make.  How does your brand specifically live and breathe quality?  Those specifics are what will make your brand stand out from your competition.

Be authoritative: Once you know what your brand stands for and promises, don’t be afraid to flaunt it.  You need to make everyone else believe you’re the leader and authority in your area of expertise and specialization.  Don’t meekly communicate your message.  Say it with powerful words and conviction.  In short, you have to make everyone else believe it, too.

Be consistent: Get your brand message out there and don’t waiver on it.  I’ve read statistics in the past that state as soon as you’re tired of your message, your customers are just starting to recognize it.  A consistent message and customer experience are critical elements to building your brand.

Be honest: In today’s world, people welcome honesty and your business will be rewarded for it.  Don’t offer promotions or guarantees you can’t deliver.  Instead, admit your fallibility and deliver on your promises.  Integrity goes a long way.

Be relentless: Get your brand message out there.  Then get it out again and again and again.  People are inundated with a myriad of messages each day.  It’s not only critical that you try to stand out from the competition but it’s equally important that you are not forgotten.  Don’t drop the ball on communicating your brand promise and building your brand image.  Your efforts will be rewarded in time.

These rules apply to company, product and personal branding.  They are simple, basic rules that are critical to your brand’s overall success.  What rule or rules would you add to this list?