A brand must deliver it’s promise. It’s essence must be authentic or the brand will be rejected. For example if you design a luxurious looking brand, then everything about it must fall in line, such as the product itself and the experience the audience has when they buy it.
Brands are built in your head. You collect thoughts and feelings towards a brand when you experience it. People make decisions everyday based on how they feel. These feelings are intangible assets of a brand as they live in people’s minds. Managing a brand well is to help build positive perceptions by emotionally connecting with your audience.
Once you have decided what is at the core of your brand essence you should focus on it at every opportunity. From the statements in your marketing campaign to the style of your office. It’s best if the essence can be summed up in one word. Having no focus makes for a weak brand.
A brand should own a unique space. This gives your audience a means to differentiate your brand and gives a primary reason to choose it over competitors. If you state your brand is one thing, then you should be able to say your competitors are not.
To your audience consistency means, no surprises, stability, reliability. People need consistency of experience for brand loyalty. From the positioning of your logo to the tone of voice in your messaging, your brand should be consistently executed across all experience points, externally and internally.