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Four things you should keep in mind as you build your company’s brand: 1) Own a Category: Dole tried to be all things to all people spend your time focusing on a single clear message. Mercedes-Benz owns “ Engineering “ in the car industry because it’s focused on that singular message for decades. 2) Consistency is key: consistent presentation will ensure that your customers recognize you. Be consistent in the use of logos, taglines, visual elements, tone, and ad copy. Coca-Cola it is one of the most recognized brands in the world because they haven’t changed in decades. Make sure your brochures, website, Direct mail, and all the other advertising have the same feel and message. 3) Make your message relevant: know your audience, know what they care about and how to speak to them. Make sure what you sell is what they need. Remember the conversation should always be about your audience, not you. 4) Use a strong offer to motivate: you want your audience to remember you and you want its memb
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