Creating a Brand

8. Golden Rules

Once a brand has been created, following some simple rules should ensure its continued effectiveness.

8.1 Always think about what your business achieves for your customers and structure your business to achieve it.

• Be focused on your customers' needs, but never let your customers dictate to you. It is your brand, not your customers'. If you change your brand values just for one customer, you will damage your brand.

8.2 Do everything you can to make sure that the brand message is delivered consistently.

• From company letterhead to the way the phone is answered, your customers should always feel that you are providing them with exactly what your brand promises.

8.3 Keep your staff involved with your brand.

• More than anything else, your employees will be responsible for making the brand work. Make sure that everyone believes in it and encourage and take notice of any suggestions they may make to improve the delivery of the brand message.

8.4 Meet and exceed what your brand promises to customers.

• Failing to deliver a brand promise just once will damage your brand. Delivering your brand promise better than your customer expects will strengthen your brand.