Too many companies fail to recognize the importance of staying the course. Look around. You’ll see a vast majority of brands exhibiting a schizophrenic symphony of “branding personality disorder” symptoms. Over-extended product lines. Jumbled messaging. Inconsistent decisions. All of which result in a diluted consumer experience and decreased brand strength.

Regardless of whether your company is just out of the gate or an established player in the industry, thoughtfully choosing a course, and sticking with it through fair and foul weather, is crucial to the success of your brand.

Building a brand is like a sailing race, with your primary business goal—your definition of success—acting as the finish line. Your brand is the vessel.

The strength of your brand depends on:
o    A thoughtful, integrated strategy that points your brand towards success
o    A set of commonly understood standards to act as a filter + guide decisions
o    A quality offering
o    Reliable equipment + technology
o    Unique features that help differentiate your brand from the competition
o    A talented team to lead + power your brand

Challenges and industry conditions will force your brand to be dynamic—resist the temptation to make reactionary decisions. Always question whether that “great idea” or “only way out” align with your core brand principles—Who you are. What you do. Why you do it. Even the smallest refinements should run through the litmus of your brand standards and support your ultimate end game: Achieving the goals defined by your brand. If they don’t, get back to the drawing board or leave your brand be.

The winning strategy is to make consistent and thoughtful choices so you can: Get to where you say you’re going. Do what you say you will. And be who you say you are. Remember, your brand is your promise. To succeed, you have to keep it.