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Here are four things you should keep in mind as you build your companys brand:

1) Own the Significant Thing: Dole tried to be all things to all people spend your time focusing on a single clear message. Mercedes-Benz owns Engineering in the car industry because its focused on that singular message for decades.

2) Consistency is key: consistent presentation will ensure that your customers recognize you. Be consistent in the use of logos, taglines, visual elements, tone,…