Consistent delivery of the brand message is critical as your small business continues to connect with its customers and prospects.

And yes, that does sound like Marketing 101. Sorrywell, a little sorry, anyway.

So, we ask, why do so many small businesses consistently violate this basic tenet of brand-building? We believe it has to do with confusion over delivering a consistent product (or service) with a consistent message about that product (or service). We see this happen again and again in the small business community.

Earlier we discussed the importance of going the "extra inch" for our customers. If you develop this practice--across your organization--then please make sure you go one extra inch in your marketing.

Let your customers know you are going that extra inch for them.

Your advertising doesn't have to be jackhammer-loud to be noticed. What consumer likes a company that stands on a pedestal and shouts: "See what I did for you?"

Rather, it's those softly repeated whispers that gently reinforce your brand that allow your customers to hear your message the clearest in this over-communicated world we all live in. If you are committed to going the extra inch because you care about customers and notice them and listen to what they want, then go the extra inch and keep thanking them and keep asking them how you can get better. Keep letting them know what your brand stands for.

Too many clever advertising campaigns have a splashy launch and then within a few months they are forgotten. Small business advertising can't afford this. Your business must consistently deliver the quiet message, like a thousand drips of water wearing a hole in a rock rather than a sledgehammer crushing it to pieces.

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

2006 Marketing Hawks