Communicating Your Brand…Consistently

If you have been following my comments lately, you may have been working hard at identifying and building your personal business brand. This, of course is critically important for you to stand out in a crowd; and I am sure you know, you are part of quite a large crowd.

Maybe you even started to consciously build your brand, your positively relevant brand. You should start thinking about how to communicate your message, and do it consistently. To do this, we can learn important lessons from some popular brands.

Take a minute and think of some typical brands that you are familiar with. Maybe you thought of something like Coke or Nike, at least I did. One of the things that makes these brands successful goes beyond just the fact that they are favorably relevant. They are managed consistently over time.

In other words, these companies convey their “favorably relevant” message consistently over time. For example, Coke’s favorably relevant message is, among others, happiness. So when Coke communicates with its target markets, Coke conveys happiness. This is no accident, but it’s a carefully planned attack. That is what you should be doing as well.

Once you have identified your brand, you need to communicate your brand to your target market, not just once, but every time you correspond with that audience. Just like Coke, or even a type-cast actor, you need to be consistent in your messaging so your brand is more believable and your brand—in the minds of your target audience—becomes an inseparable part of you. So make your brand positive and relevant and be consistent when presenting your brand to your target audience, whether it is during an informational interview, a job interview, or during the course of your working day.

Remember, if you forget to be consistent in your messaging, your target audience might forget your brand.


Howard, an Associate Professor of Marketing in the Mihaylo College of Business and Economics at the California State University Fullerton, earned his Ph.D. from Temple University. Prior to joining the faculty at Cal State, Howard was on the faculty at Drexel University and The Pennsylvania State University. A native of Philadelphia, Howard has extensive experience in the public and private sectors working for organizations such as the Department of Defense, Motorola, and the CSX railroad.  His research expertise is in branding, sustainability, strategic pricing, and education. In addition to teaching at Cal State, Howard has a consulting business focused on branding. You can follow Howard on Twitter or connect with him at Linkedin.

Related posts:

  1. Rolling Out Your Brand: Begin With Research
  2. Your Research Assignment Continued: The Informational Interview
  3. Building a Brand, not a Business

One Response to “Communicating Your Brand…Consistently”

  1. Matt Forrest says:

    I couldn’t agree more here. You need to have a clear, consistent message focused at your target audience. Any slip up and you could be in trouble. Thank you for the information!

    Matthew Forrest
    Social Media Marketing Intern

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