We're fanatics about branding and consistecy in communications. Why? One obvious answer is that since your brand is your most valuable asset, you have to be sure you're really protecting the investment you've made. Developing, building and maintaining a brand costs time and money. Everything—and I mean everything—you do and say around your brand can strengthen or weaken the story you want to tell.

Last weekend, I came across an ad for a high-end skin care product in a national magazine. This is an expensive product developed by a dermatologist. The ad copy told me that this is an innovative product, and gave me a few reasons to believe. But you know what? I didn't believe. The problem was the visuals. The product was displayed in a very cluttered, quite retro setting, with a model that made me think of the musical Hairspray: beehive hair and all. I had a hard time even seeing the product. Yes the set was the product's corporate colors. Typeface appeared to be correct and the words were OK. But the visuals completely disputed what the words were saying. My takeaway should have been "expensive, effective, innovative product that I absolutely need." But I remain unconvinced. Bottom line: the ad dliuted the brand—so it cost far more than the actual media expense.

That's a pretty easy example to spot. But what what are some other messages that can build up or erode a brand? Everything speaks. So, when we work with clients on brand development or brand relaunch, we look at everything that communicates with board, employees, suppliers, customers and prospects. Because all those communications—to all those—audiences matter.

Is it time for some self-examination? Take a look at your:

1. Voice mail greeting—Does it include your tagline, and use the right verbiage or is it just "there?"
2. Email signature—One more (free) opportunity to promote. Are you using it wisely? Is everyone in your organization on the same page, or are people doing their own thing?
3. Physical location—Is your signage up to snuff? Does the ambiance (music, smell, temperature, lighting, decor, restrooms) fit your brand?
4. Apparel—Do people wear uniforms or name tags? Are they shabby or spic-and-span? Is a business suit or a dress code required? Something to think about.
5. Social media—Are you using these opportunities wisely? And have you checked ratings and listings media like Yelp! and Manta to see the content and be sure it's saying what it should?
6. Fleet graphics—Do they look the part? Do they have a strong selling message? How about a phone number so customers can call from their car? Oh, and are the drivers courteous?

It's just plain smart to manage all the communications about your brand that you can control. That means the obvious things like advertising, as well as things that might go unnoticed (by you). And don't just do this once and call it good. At MB Piland, we recommend a yearly brand audit that addresses these questions and more. A powerful brand is built over time by paying attention to all the details. And that, as they say, is priceless. —Martha