Never pretend you’re something you’re not.

Be genuine about the features and benefits of your product or service. Consumers are more savvy than ever and they have a strong instinct (and distaste) for things that are contrived. Do you ever wonder why your dog adores some people (or other dogs) and is wary about others? They can sniff out credibility (or lack of it) a mile away.

Rely on more than just your eyes – there are also other important ways to sense the world.

Your brand is not just your ads and promotions. It’s every touchpoint a person has with your business from the first impression of your website to the tone of the person who answers your telephone. Negative experiences are remembered and retold, so be vigilant to ensure that every encounter someone has with your brand is positive.