We don't think about it because it doesn't happen but without even tasting that soda you'd say “that's not what I ordered.” or “where's by little blue bag?”

Color is powerful stuff

But, you're right. The dolphin doesn't work unless I share it ALL of the time. It's the consistency of the brand that carries the message. Who will know your signature pink if it's not everywhere? Find the strangest places to utilize your signature, and people (read that prospective clients) will notice (like the pink silly putty! and a namebadge shaped like a wrapped car!).

If you meet someone at an event and hit it off, you tend to want to do business with them. You further engage with their brand because they hand you a well thought-out and designed business card (you think “hmmm, they've got it together!”…I can trust that this person will do what they say). But then you hop on your newfound friend's twitter page and it's basic grey with no custom background. What exactly are they telling you about their brand?

To paraphrase what you were talking about at #smbatl, if you take your brand seriously, I'm more likely to take you seriously.

Thanks, Taryn, for the kick in the pants. I know branding, I talk branding… I've just been too involved in other people's branding to be as consistent as I should be with ours!