Create a Multichannel Brand That Sticks

3. Know who you really are and what you own as a brand. It’s impossible to be all things to all people. You must own one thing that no one else does. It must be included in your brand promise and reveal a higher order benefit. Personify your brand so employees understand why customers buy from you.

4. Once you truly understand the essence of your brand, deliver it across all points of contact, over and over again. This must become a mantra for your organization that’s delivered and proven with everything you do. Make sure this effort is companywide, and revisit it in every strategy meeting.