The 10 commandments of branding

There are more ‘thou shalts’ than ‘thou shalt nots,’ but they’re still a revelation.

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What does it take to build a brand that’s memorable—a brand your target market can trust and connect with? If you keep these 10 commandments of branding in mind, you’ll be well on your way to achieving your business objectives.

1. Brands aren’t built overnight. The success of a brand isn’t measured in weeks or months; it’s measured in years and decades. Think about some of the world’s top brands—Coca-Cola, Apple, McDonald’s, BMW. These companies have spent decades building and maintaining easily identifiable brands with strong, clear messages.

2. The more people you try to please, the weaker your brand will be. It sounds kind of counterintuitive, but it’s true. The more focused your brand is, the stronger it is. Rather than trying to be everything to everybody, you need to be something to somebody. Brands that try to be all things to all people are weak and diluted.

3. Consistency is the key to effective branding. Yes, the marketplace is constantly shifting, and it’s important that your brand stays relevant. But a brand’s core message and characteristics should never change significantly. If your brand is always changing, your target market will never build a lasting connection with it. You’ll look weak and untrustworthy.

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