Brand promotion guidelines

First, you must determine that advertising should be part of your branding strategy. If it is, make sure you adhere to these guidelines.

- Risk: The most direct path to brand success may be where competitors are afraid to go.

- Reach: Buy ad space or time in the targeted zones.

- Relevance: A great ad should look, sound and feel like your brand and be a relevant value to prospects. Remember, brands are 70% emotion and 30% logic.

- Repetition: We've long known that the average human needs to be exposed to a message at least seven times before it makes a dent in the brain.