They may market to kids, to teens, to women, to men, to mall shoppers, to Web shoppers, but they never stray from the core image of quality and service. Look at your advertising, collateral, communications, and environments. Note that the more often you change your message, logo, and branding, the harder it is to apply. One of my clients had a tough time deciding on a message, and kept tinkering. This left the client with outdated collateral, ads, press releases, and Web sites that did not communicate a consistent message.
Consistency means both consistent application of the message, and longevity.
Crafting a message is an important process. This is the Zen of branding. Good branding can work to establish recognition if you target it to customers, then consistently repeat it until they memorize it. So start that repetition in advertising, press releases, and collateral. Consistency, clarity, and repetition build recognition, the real brass ring of all branding.