When it comes to building a successful business, your brand is everything – literally. It is everything you do and everything you don’t do. It is the smell of your lobby and the color of your menu. It is the friendliness of your staff and their response problems. It is the quality of your widgets and the cleanliness of your bathrooms.

Too many in today’s business environment think that their brand consists primarily of their logo and their clever tag line. But a brand is so much more. In fact, it is everything. You don’t own your brand. It resides in the mind of your customers. Your brand is what comes to their mind when they hear your name, see you ad, or pass your store. Your brand is what your customers think, remember and feel about your business.

If I was to say the words Wal Mart, Harley Davidson, or Amazon.com, the thoughts that pop into your mind are what comprises their brand. If they’ve done a good job promoting their business, delivering quality goods and services and generally living up to their word, then the images that we all share are likely very similar. Conversely, if a company falls short, in any of those areas, a very different image comes to mind. That gap between a brand’s promise and the consumer’s perception of reality, can translate into a weak brand and big trouble for the business.

For other well-known brands, consistency is only important as it relates to their target market. These companies and organizations don’t try to be all things to all people, but for their core audiences, their brand drives their business. From Playboy, the WB Network, and National Rifle Association, to Greenpeace, Focus on the Family and Marlboro Cigarettes, these organizations know who their audience is and tailors their products and messaging to them.

So, as you look at your business, ask yourself these important questions:
1. Is my product, service, environment, look, feel and smell truly unique?
2. Am I consistent in delivering on the promise - every time?
3. Is my business memorable - for the right reasons?

Craft your brand. Ensure the process is in place to deliver excellence – consistently. Then, and only then, get out there and promote the heck out of it!

David Avrin is known internationally as the Visibility Coach. A speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com