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Brand 101: The one boring secret behind every brilliant brand

By Georgie Gallagher

Coca Cola Teepee - Branding a Swiss mountain

The thing that I love most is helping ordinary brands become something special - and translating that into business success.  

What I've learnt over the years is that it's not about the fanciest logo or the hottest website or the most beautiful business card that wins new business.

It's about the brand that looks and feels the same no matter where you see it, or where you experience it. It's about the passion of the people behind the brand to make their business a success. That's what counts. That's what your clients or members experience, remember and share.

And that, unfortunately, is the boring reality of a good brand. Get your look, feel and promise. Apply it to everything throughout your organisation and then stick to it.

That's what makes an ordinary brand become great.  That is the secret behind having a brilliant brand.

Plain and boringly simple :)

Over to you

How can you make your brand consistent?

What measures can you put in place to make  your brand a joy to experience?

Georgie Gallagher is the founder of Wildmoon, a specialist consultancy focussing on brand development, marketing strategy, marketing communications and content marketing for SMB's.