January 25, 2012 at 8:44 AM

Branding is not just about having a strong name, logo and slogan. It’s how consistently, and deliberately they are applied—and how well they are supported. 

Consistency

Every piece of communication should have a consistent look and feel.

For example, don't put the logo on your stationery in one color, while your marketing materials have it in another. 

Be consistent in how you apply all elements of your brand marketing strategy.

A Deliberately Implemented Plan

It’s important to think through your entire plan and how you will use all elements of your brand strategy—direct mail, website, stationery. Most importantly, put in place the needed resources, both human and financial, to assure the strategy's proper execution.

Top Management Support

Your leaders and management team must believe in and support your strategy.

You will be fighting an uphill battle without it. A branding strategy requires financial resources and a long-term commitment to reach its full potential.