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Bottom line:  A brand is a promise, a shortcut for a prospect to know how to think about you and what you stand for and why you're relevant.

By creatively appealing to your prospect on the human level at least initially, you can capture her interest enough to pay attention to that promise. By being clear and consistent, you make it easier for her to choose. And by being smart and truthful, you make it easier for her to choose you. 

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Jeff Kaumeyer Mr. Kaumeyer is president of Insight Inc., a marketing consultancy based in Norwalk, CT. He can be reached at