TheAuthorsDesk.

Building your brand into a brand leader isn’t easy. There are 2 areas that can really help you grow your brand,passion and consistency. Passion is incredibly important. You have to understand that even if you are a start up or aone-man operation, or are well on your way, you are still a brand. You have to care passionately about the wayyour brand is nurtured, developed and presented to your target audience. Everything that leaves your building, every impression that your staffand your company make, is lasting. Take advantage of this opportunity to get your customers and potential customers to remember youin the way that you want them too!

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This week I spent a few hours with a highly successful CEO discussing his brand identity questions and concerns. "What dothe most successful brand initiatives have in common?" he asked. I shared an observation with him based on many years ofhaving similar conversations and being involved in successful (and not so successful) branding programs.

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Pressure washing companies often miss what we call ’super niche’ markets, those industries which very much need pressure washing services andare willing to pay top dollar for them. One such industry is the signage business. For a pressure washing company withno relatives or friends in that industry it is hard to break in and get work there, however if you con-brandwith an existing company you may find yourself with more work than you can handle and able to bill at veryhigh rates

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In a world of co-branding, point of destination strategies and co-op marketing; all industries are evolving and diversifying to capture greaterprofits within a single brick and mortar location. The same strategies are used on the Internet only you can see ithappen faster in real time on Internet web sites. In general much of the new thinking has been customer driven dueto lifestyle changes, low unemployment, time factors and quality of life issues of the consumer.

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Now that everyone has conformed to Living Your Brand on the Web, Part 1, it’s time to add a couple oftweaks that will further reinforce your brand.

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While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible,we know that this scenario is not always possible.

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Here’s a little story about what not to do as you carve out a name for yourself in the world ofinternet business.

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