A few months ago (which is like decades in web-years) we talked about Understanding the brand. Here we established what ‘branding” means and its importance in the success of a business. Now it’s time to take that a bit further.

A company’s brand must be part of its customers’ lives. It should command their loyalty and their confidence. Brand loyalty is priceless. Consider salt – Morton Salt specifically. Despite charging more money for a product proven to be the same as many products keeping it company on your grocer’s shelf, Morton International continues to dominate the U.S. salt market. Consumers recognize the brand, have a history with it and trust it to deliver. They prove its branding power with every purchase.

Once you understand what a brand is and recognize how crucial it is to a business’ continued growth, you have to wonder, “How do you build a brand?”

Perception by perception – at each and every point of public contact.

Opinions form quickly while customers shift from foot to foot, waiting in a ‘waste of my time, they must not want my money’ line to buy what you’re sellin’ (and that opinion gets worse the longer they’re forced to wait). Opening another register to prevent the waiting affects those perceptions differently. Actions big and small impact The Brand.

Of course, growing equity and brand loyalty is challenging. One of the golden keys to success is maintaining consistency of identity. A consistent image breeds familiarity, reinforces a company’s place in the public’s mind and works to develop customer relationships.

Yes, businesses – large and small – often find this challenging. But remember – every point of contact works to either build or tear down a brand. From the proper use of your logo to the tone of your employees – and all points in between – the public needs to see a recognizable face. Consistency is the key.

So here’s a quick pop quiz…

Your brand is

A. the public’s perception of your company, affected by every encounter – large or small.

B. your logo.

C. a heated metal instrument used to mark customers as your own.

Growing a strong brand is

A. easy like Sunday morning.

B. absolutely crucial for continued success.

C. no big deal.

A consistent identity works to

A. sort out the Bourne Identity.

B. keep the other voices in your head at bay.

C. reinforce and strengthen a brand in consumers’ minds.

You know your stuff, so A B and C, respectively, were obvious choices for you. Now put that knowledge to work strengthening your brand – with every point of contact.