Your customers must recognise that you stand for something. And you must constantly re-inforce what that something is. In larger organisations, this is the role of the brand manager. In smaller companies it is often the owner. It is an extremely important position.

Until a few years ago, it was sufficient to make a rational statement about your organisation and leave your branding requirement at that. For example: Avis. We rent cars; BMW. The Ultimate Driving Machine, and so on.

And then a neurologist named Donald Calne proffered the insight that: "The essential difference between emotion and reason is that emotion leads to action, whereas reason leads to conclusions."
Its estimated that people are around 80% emotional and 20% rational.

In business terms, the difference can be seen quite clearly in, for instance, the airline industry. Which appeals most here? The trite command to Fly Emirates or the subtle promise of Singapore Girls?

It makes sense therefore, when looking to brand yourself, you look to embody the emotional side of your enterprise.

We call this business/corporate attitude.

Another thing.

The guile, spin and yelling that has recently passed for effective communication is on the way out. Replacing this squawk is a bit of authenticity and honesty (would some one please tell Harvey Norman).