You have favorite brands. They might be cars, airlines, clothes, food, whatever. And when you become brand loyal, you see the brand, you buy the brand. End of discussion. Brand loyalty builds quick and consistent action from the target market.

Now flip the equation and think of yourself as a brand—because you are, whether that’s you as an organization or your as an individual. Brand is what customers think of when they think of you.

The art of the building brand loyalty is to get clear on what you want your target market to think. Then do everything to support that. Make sure all of your presentations and communications—internal and external is on brand, is on target. If it’s not, delete it or change it.

The more your support your target brand with consistency, the stronger your brand gets. The stronger your brand gets, the faster customers decide to do business with you.

It’s worth the effort.