Think of how your brand persona will resonate across the entire communication spectrum. Think about how the collective brand touch points will impact your buyer persona, and what feelings or impressions they are likely to have and remember.

Think about the visual impact of everything, the smells, the sounds, the taste, and the tactile feel of everything physical and tangible.

Begin with the end in mind, and work every detail backwards from that core vision.

This is how Walt Disney began formulating his vision and design for Disneyland, ?¢‚Ǩ?ìthe happiest place on earth.?¢‚Ǩ?ì

Not that your brand needs to be a Disney production, but formulating a solid and detailed vision of how you want your customers to experience, perceive and talk about your brand is important. Lexus did this quite well, and took an ordinary Toyota and turned it into a top luxury brand almost overnight by adhering rigidly to their standards and vision for their brand persona.

I actually owned the first Lexus, a 1990 ES 250, and yes, it was a Camry, it even had the same Toyota part numbers.

One of the most common mistakes in advertising is the pursuit of a quick fix. This most commonly occurs in one of two ways. The first is where one competitor in a market creates an ad or a campaign that looks good or exciting (although it may not actually work), and then the competitors in the same market copy it. The problem is that none of the companies stand out anymore, and the entire message and impact is watered down with a sea of me-to look-alike ads.

The second situation is where a company will buy a variety of individual and completely different ads, events or campaigns from a variety of different vendors and media reps. These ads never work together or support each other because they are completely different. Nor are they part of an integrated look and consistent, theme, message or strategy. In essence, every company looks like the others, and the power of branding, campaign momentum and frequency is lost.