Every business has one thing in common and that is brand. It might not be the same for everyone, but it is a strategy they all have to employ to achieve business success. Ultimately,  it will represent every positive, or potentially negative, impression a customer will have about your business.

A good brand is nothing without the right strategy and a good strategy is nothing without the right brand.

I've seen companies make major branding mistakes, some real blunder.

Many other companies make all-too-common—subtle yet avoidable--mistakes that sap the value right out of their brands.

1. INCONSISTENT CORPORATE IDENTITY

A company must use the same name, logo and tag line in every contact inside and outside the company. The business name on the sign out front must match what is on your business card and website. Consistent means go wide with your efforts. Your customer must hear and see your name, logo, tag line and colors consistently over and over and over in many different ways before you are imprinted on your customer's mind map.

2.  POOR VISUALS

If you want your company name to pop into someone's mind be aware that pictures are more sticky than words. We think in pictures. Have a consistent visual picture and logo that comes to represent your company. Create a strong company visual image (logo) and make it known.

3. YOU HAVE A WEBSITE THAT NO ONE KNOWS ABOUT

Having a website is pointless if no one sees it. That's why it's just as important to drive traffic to your website as it is to have one. How do you do that? A great way is through traditional advertising like billboards, print ads, signage and printing the web address on all your marketing collateral. Online, there's search engine optimization, social media marketing platforms, banner ads, online advertorials, keyword purchases, links and cross-promotion strategies. A good mix of online and offline traffic strategies along with solid branding will drive traffic to your website.

4. NOT HAVING A TAG LINE THAT IS BELIEVABLE

If you go to Tasty Fried Chicken three times and each time were not satisfied with their chicken, then you aren't going to believe their tag line: We do chicken right. If the tag line doesn't match the reality for your consumer, they will not believe it and they will kill your business

5. HAVING A CHEAP WEB SITE

A web site is your web advertisement for your business. It has to sell your company and its products and services to people with very short attention spans: prospects will surf to a competitor’s site in seconds if they don’t immediately see that you can solve their problems. In today’s marketplace, your web site should be the cornerstone of your marketing strategy. It’s where marketing communications start and end.

6. FAILING TO DIFFERENTIATE

Real difference is not just about look and feel, it’s much more than that. To differentiate yourself from competitors means basing your company on a solid foundation — for example, a concept of ‘extraordinary customer service’ in an industry that lacks it. This difference must be understood and delivered by all your employees and communicated to your target market in all your messaging. Consistently pursued, differentiation will help to firmly imprint your brand in your prospects’ minds.

Sydney Ugbeda is a creative entrepreneur, trainer and speaker. He coaches and facilitates on personal creativity and skills mastery. Follow him on twitter @sydollar or visit www.iamsupersyd.com, Instagram @supersyd1