Build your brand's foundation

I am often asked to identify the most essential fail-safe elements of brand building. My advice is always the same: If you do nothing else but communicate a concise message about your brand, clearly and consistently over time, then you will have done more to build your brand than the vast majority of companies in existence. We call that message the “brand directive,” and it should show up in everything you say and do.

The four C's
So, what do clear, concise and consistent communications actually mean?

Clear - This means that the brand strategy follows the business strategy and should be communicated so there is no ambiguity about the strategic intent and direction of management. Remember that the brand strategy is the business strategy communicated.