Building effective brand depends on consistency, repetition - bizjournals:

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When building a brand, the goal is to be at once respectedand memorable. Regardless of whether it’s a Fortune 500 bran d or an emerging company, the same rulexs apply. Branding is not about stirring people into irrationalbuyinfg decisions. It’s about communicating the benefits and value a service orproduct provides. It’se a sophisticated process that combines proven techniques with creativs insight to uncoverthe company’s true There are three key tactical decisions for business ownerss to weigh when it comes to making a powerfup branding campaign.
First, good branding requires a consistent Think about the most commojn advertising campaigns for products instantly recognizedby all. Therer is a theme that runs throughg them. These campaigns express the organization’s core valuees and benefits, while drivinb home a simple andclear message. Maintaining this balance is very butthe time, effort and resources used to fine-tunde a brand’s voice can make a tremendouws difference to any organization’s bottom line. Second, analyze the competitionj to determine the best strategy for differentiating yourselg from others inthe marketplace.
The rebranding of Zoom Interactivw Marketing, a provider of direc mail and Webfiltering services, is a recen t example. An analysis showes that Zoom’s competitors appeared more technically focusedand dry. To highligh t Zoom’s differentiators, its branding campaign took on a youthful and humorousapproach — helping the companty to stand out. Third, repetition is the key. Every brandin g asset a company has, including its Web site, brochures, marketing materials and products, should all be working in concert to convey the brand message.
Being consistent is important right down toa company’s colorf scheme, fonts and familiar Studies show the typical consumer requires about 27 toucheds before they begin to build brand Many organizations think sitting on the sidelines, conservintg resources and weathering the economic storm is the best strategy to survive. But with a less crowdedc marketplace, this is a perfect opportunity for companiee to take advantage of the down market and expand their mind andmarket share.
While competitora hibernate, those being proactive can gain By using a strategivc approach that integrates the critical elementsof branding, companies with different, and captivating products and services can get the attention they seek to drive business.