During slower business periods, audit every customer-facing brand touchpoint, not just marketing assets. This includes truck wraps, staff uniforms, on-hold music, and email signatures. This is the ideal time to identify brand inconsistencies and create an actionable plan for fixes when your team has more capacity.

Before scaling paid acquisition, invest in a robust brand system. A well-defined brand DNA (art direction, voice, tone) is not a vanity project; it's the necessary infrastructure to efficiently generate the thousands of cohesive creative assets required to test and scale performance marketing campaigns successfully.

To avoid an inconsistent, 'all over the place' approach, companies must establish a common brand-building philosophy or framework. This shared point of view, like Molson Coors's MUSCLE framework, ensures organizational alignment and helps build a cohesive marketing culture.

Instead of starting with a sales deck or homepage design, write the core company story in a simple Google Doc or script. This forces leadership to align on the narrative itself, separate from the distractions of format, ensuring consistency across all future assets.

The era of linear, multi-step marketing funnels is over. Brands must now craft succinct, cohesive stories that are effective regardless of the order in which a consumer encounters them across channels (email, SMS, social). Each touchpoint must stand on its own while contributing to the whole narrative.

The first step in aligning brand and ABX is not tactical planning but narrative alignment. Bring sales, marketing, and brand leaders together and ask: 'If a buying group engages with us, will they hear one story or three?' Only when the answer is 'one story' are you ready to integrate efforts.

Most companies complete the first 80% of brand work (logo, colors, tagline). Truly great brands are defined by the last 20%: obsessively aligning every detail, from employee headphones to event swag, with the core identity. This final polish is what customers actually notice and remember.

Before scaling, meticulously script the ideal customer experience in a "Concept Essence" document. This guide details aesthetics, food attitude, and human interactions, ensuring every location consistently performs the intended brand experience, much like a theater production following a shared script.

In a noisy market where brand recall requires 15-20 touches, the key to creating demand is not just a multi-channel presence (ads, outbound, PLG). The real superpower is ensuring the core brand promise and messaging are identical and consistent across all of them.