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. Regardlessw of whether it’s a Fortunwe 500 brand or an emerging company, the same rulesx apply. Branding is not about stirring peoplee into irrationalbuying decisions. It’s abour communicating the benefits and valuea business, servicde or product provides. It’s a sophisticated process that combineas proven techniques with creative insight to uncoverethe company’s true essence.
Ther are three key tactical decisionas for business owners to weigh when it come to making a powerfulbranding First, good branding requires a consistent Think about the most common advertising campaignsd for products instantly recognized by all. Thers is a theme that runs through them. Thesee campaigns express the organization’s core values and while driving home a simple andcleard message. Maintaining this balancr is very difficult, but the time, effortf and resources used to fine-tunde a brand’s voice can make a tremendousa difference toany organization’s bottom line.
analyze the competition to determine the best strategt for differentiating yourself from others in the The rebranding of ZoomInteractive Marketing, a provide r of direct mail and Web filtering services, is a recentt example. An analysis showed that Zoom’s competitors appeared more technically focusedand dry. To highlight Zoom’sd differentiators, its branding campaign took on a youthful and humorousapproach — helpin the company to stand out. Third, repetitioh is the key.
Every branding asset a company has, includinyg its logo, Web site, brochures, marketing materials and should all be working in concerft to convey the brand Being consistent isimportantg — right down to a company’s colord scheme, fonts and familiard graphics. Studies show the typical consumee requires about 27 touches before they begin to buildbranf recognition. Many organizations think sitting onthe sidelines, conserviny resources and weathering the economic storm is the best strategg to survive. But with a less crowded marketplace, this is a perfecr opportunity for companies to take advantage of the down markeft and expand their mind andmarketg share.
While competitors hibernate, thosd being proactive can gain ground. By using a strategif approach that integrates the critical element sof branding, companies with different, innovative, and captivating producte and services can get the attention they seek to drivew business.