. But, creating the “it” factor that draws customers in while remaining cost-effective requires a highly strategic approach. When building a brand, the goal is be at once recognizable, respected and memorable. Regardless of whether it’s a Fortune 500 brand or emerging company launching into the marketplace, the same rules apply. Branding is not about stirring people into irrational buying decisions; it’s about communicating the benefits and value a business, service or product provides to customers. It’s a sophisticated process that combines proven techniques with creative insight to uncover the true essence of the company or organization.

There are three key tactical decisions for business owners to weigh when it comes to making a powerful branding campaign. First, good branding requires a consistent voice. Think about the most common advertising campaigns for products instantly recognized by all. There is a theme that runs through them. These campaigns express the organization’s core values and benefits, while driving home a simple and clear message. Maintaining this balance is very difficult, but the time, effort and resources used to fine-tune a brand’s voice can make a tremendous difference to any organizations bottom-line. Second, use competitive branding as an advantage.

The Screamer Company, for example, takes clients through a competitive analysis process designed to determine the best strategy for differentiating clients from others in their marketplace niche.

Re-branding Zoom Interactive Marketing, a top provider of direct mail and web filtering services, is a recent example of how this was utilized. In the analysis, Zoom’s competitors appeared to be more technically focused and dry. To highlight Zoom’s differentiators, their branding campaign took on a contemporary, youthful and even humorous approach –helping the company to truly stand-out from the crowd. Third, the key is repetition. Every branding asset a company has, including its logo, web site, brochures, marketing materials and products, should all be working in tandem to convey the brand message.

Being consistent is important right down to a company’s color scheme, fonts and even familiar graphics. Studies show the typical consumer requires approximately 27 touches before they begin to build brand recognition. Many organizations may feel that sitting on the sidelines conserving resources and weathering the economic storm is the best strategy to survive, but, with a less crowded marketplace, this is a perfect opportunity for companies to take advantage of the down market and expand their mind and market share. While competitors hibernate, those being proactive can gain ground. By using a strategic approach that integrates the critical elements of branding, companies with different, innovative and captivating products and services can get the attention their seeking to drive business.