#Drops 6 - Know Thy Brand

To influence people's opinion of your brand, you have to provide a unique, codified, and consistent experience at every point of contact.

Unique - because that's why people do business with you and not your competitor. Work hard on your brand promise (and deliver on it every day).

Codified - because people should be able to tie experiences directly to your brand. Choose your brand elements wisely - from a logo to packaging or email buttons.

Consistent - because people are creatures of familiarity and comfort. If it feels good and you know that every time it's going to feel good, it becomes your safe zone. Jack Daniels doesn't sell wine.

In the end, your brand is a strong relationship with people established through consistent (and persistent) communication.

And your communication is made of strong promises... and consistent deliveries.

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