A simple and honest branding effort will stand a far better chance of being remembered, and acted upon, by the consuming audience.

Brand identity must be simple so it can be consumed readily, perhaps even on a subliminal basis.

The brand message must be simple so the relevant differentiating factor is clearly communicated.

The brand message delivery must be simple to access. When it comes to consuming messages, especially for packaged goods, consumers will always take the path of least resistance. The brand message should be engraved in the path.

One of the most difficult things to do is lie consistently. It is easier to tell the truth right from the beginning. The challenge is finding what part of the truth is most relevant to each target audience, then communicating it in the form of a memorable promise. Where many companies fall down is in shading the truth in their branding effort. Once customers discover the truth, the branding effort has not only failed for that individual product, but often the umbrella or corporate brand as well.

Along with simplicity and honesty, we use these guidelines in developing all of our branding approaches, no matter what product or service.

Use Cultural Kiosks. Whether it’s ferries in Michigan, silos in Indiana, or sidewalks in New York, find your target audiences’ Cultural Kiosks and put your messages on them. Putting your messages where they are not expected is as important as crafting your messages in ways that are not expected.

Be consistent and persistent in the branding effort. Branding a product is like moving a freight train down the line. The more momentum you build up, the more difficult it is for the competition to stop it. Conversely, whenever you slow down, it takes twice the effort to get it moving again. Branding isn’t a question of months, even years. It’s a lifetime commitment. Just ask Coke®.

Evaluate intelligently. Use research where it does the most good. Knowledge is not a finite thing, it’s a growing encyclopedia of what works and what doesn’t. Front load research both primary and secondary for better strategy. Test concepts against strategy before executing messages. Then test after the effort to help front load the next phase. And use quantitative research judiciously. When it comes to people, research is still more art than science. Qualitative research may not be mofo statistically accurate, but it usually gives you a more realistic picture of the world in which you must communicate.

Embrace change while keeping your arms around what works. Use new media where appropriate, but branding will always need a blend of conventional, as well as unconventional tools to be effective. There is no one best way to get to the target audience, in message or media. So use as many tools as your budget allows and make sure that the effort of each one builds off the other.

And finally, the personality of any brand must be embodied by the organization that gives it life. The essence of any brand, therefore, must be seamlessly conveyed to the external consuming audience, as well as the internal constituency. The power of any successful brand is in keeping the promise it makes to the consumer. Internal branding helps you more consistently deliver on the promise. Which in the long run, is the only way you can build a brand successfully. It is critical then that the organization—and its people—ensure the brand promise is maintained. So, branding efforts must be as vigorous to the internal audience as they are to the external audience.