My Tenets of Good Branding

1. BE CONSISTENT. You need to communicate key messages to audience segments on a regular basis in order to get their attention and create a lasting impression.

2. BE PATIENT. BE FLEXIBLE. Creating awareness takes time, so be patient.

3. BE CREATIVE. Create ads, brochures or other forms of communication for audiences that get the right messages heard — the benefits of who you are and what you do.

4. DIVERSIFY EFFORTS. Not all the eggs in one basket. I would rather plan for smaller ads consistently placed over the course of the year than blowing an entire marketing budget on one insert. I like using free publicity to stretch a marketing budget.

5. MEASURE RESULTS.