Think of a shoe company. A computer company. How about insurance. Did you answer Nike, Dell and Geico? Regardless of the companies you recalled, those organizations worked hard to craft a memorable brand. Want to be like them?

GET YOUR EMPLOYEES INVOLVED

You and your employees are at the center of your customers’ experience with your brand. In every hiring decision you make and every training session you conduct, consider the values that are represented by your company and ensure every employee is living the brand. It only takes one negative customer interaction and then you’ve thrown valuable marketing dollars out the door.

BE CONSISTENT

Truly understand what you offer and what you do better than your competitors. Make this point of differentiation the central message in your advertising. Then drive it home in every marketing effort you do. If you start getting tired of your message, that means your customers are just starting to catch on. Keep at it.

GO PUBLIC

Think about ways you can approach your media outlets for some publicity. Offer to be an expert in an area that would benefit a reporter in need of a source and your company needing to make a sale. Get involved in your community to show you’re a good corporate citizen and in the process get some press.

A brand is all about people remembering your company name and recognizing your logo in your marketplace. Don’t disappoint your customers once they decide to do business with you by not following through on the promises of your marketing. Keeping your promises is the foundation of an effective brand. Then your name and logo should invoke loyalty and trust in your current customers and give comfort to potential customers.