As you go about the process of creating brands for your organization, you need to keep some branding principles in mind. The following three rules are the key concepts to keep in mind as you develop your brand:

  • Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization.

  • Your brand must accurately reflect the core beliefs of your organization, your leadership, and all who deliver your brand experience to consumers.

  • Consistency builds brands, so every encounter with your brand — whether with your staff, product, Web site, marketing communications, news coverage, or any other form of brand experience — must consistently contribute to your desired brand identity.

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Branding For Dummies Cheat Sheet