To me, branding starts with consistency. A consistent message, a consistent look such as font and color pallet, consistent language, consistent level of customer service and a consistent connection to one’s clients.

For almost two decades, I ran a candy store in the Midwest. I created a brand, that started with a logo, and a tag line, then branding went into uniforms, the building, my vehicles the website and then Into packaging. There was always one constant, the message was the same.

Employee shirt colors changed over the years as employees asked for variations, but the underlying brand did not.  The logo stayed the same, the marketing materials and language were updated to stay current, but the message was always the one constant.

I based our brand on what I felt was the key to our success, the biggest C phrase of them all,  customer service. Yes, another C. Having excellent customer service allows a business to build a connection to the consumer. This in turn helps build your brand’s reputation and ultimately your client base.

Think about some of the biggest brands and how their marketing message has been consistent over the year.

The first three brands that pop into my head when I think of a consistent marketing message along with their tag line are:

• BMW — the ultimate driving machine
• Nike —  just do it
• The New York Times —  All the News That’s Fit to Print

I am not endorsing any of these brands, but rather pointing out how their branding is engrained into our psyche.
Think to yourself what companies brands are at the tip of your tongue.

How did that happen?   I can tell you I do not own a BMW, wear Nikes or read the New York Times. These companies have spent countless dollars on advertising over decades and their marketing message has stayed constant.  Their branding tells you: 

• who they are
• what their product is about

So as you look to build your brand, ask yourself and your team the following questions:

What is your message?

Who are you marketing too?

What does your company stand for?

My new brand, I Am Your Virtual Professional

I look forward to talking with you to discuss how together we can develop your brand.