Net equity and your brand

To close out the recent series on the topic of branding (amplified on Tim Calkins recent column):

  • Attention
  • Distinction
  • Positioning
  • Linkage
  • Amplification
  • Net Equity

Any present or planned piece of communication should build off the existing equity of a brand. In my words and frame of reference, your message should compose or thread a continuous tapestry. 

Any dissonance or disconnect between the message and the brand, and we confuse our audience.

If the objective is to remembered and be top-of-mind, consistency, persistence and impressions are visual keys here.