Thus, this company's principle dictates that it be constantly innovating and that it be always looking for ways of providing its customers with cheaper, faster, and higher-quality products and services. Because it is promise-based, it is essential that a brand be incarnated by every person and department, so product development, accounting, marketing, and sales all reflect the brand promise in every customer interaction or design decision. Loudeye, for example, is a Seattle-based Internet media infrastructure company that recently embarked on an integrated branding effort. The second part of the promise is the brand's personality. Some companies are flamboyant and aggressive, others friendly and fun.
Customers place more trust in companies whose approach and actions they can predict.
Companies that have loyal customers already have distinctive styles. By recognizing their points of distinction, they can strengthen them and use them as measures of consistency. If the whole company from the top to the bottom attempts to understand and to consistently act on the promise of its brand, it will have set a clear path for enhancing distinctiveness into the distant future. The way to build long-term customer relationships and all that goes along with them is through giving customers opportunities to relate to the company or product in as many ways as possible, always leaving the customer with a consistent impression. The Ask Jeeves site, for example, has personified its brand with its butler character.