Brand messaging can be a wildly effective tool in the marketing world if implemented correctly and all platforms are taken advantage of. A company should be passionate about their brand and should have the right amount of competitiveness in order to seize hold of their choice industry. By being unique (having a perk, "a look", a catch, etc.), and appealing to the particular audience's style and demand, smart businesses and organizations can hold power over less attractive and memorable company's, creating a winning brand.
When a company's brand is well-known, this relevance can be overall beneficial to their sales and business. Word of an organization that possesses great brand marketing gets around, and suddenly consumers have an instant opinion of that business. Customers that have had previous good experience with a certain brand in the past are more likely to purchase that brand in the future, therefore they become repeat customers. For example, a family with children knows that Disney is popular for it's array of family-friendly movies and merchandise, so they will have their kids view Disney movies and play with toys of Disney characters. This prior knowledge makes it easier for consumers to make purchase decisions because they have experience, making it more likely that they will choose their trusted brand.
One area where company's might fall short in securing their brand marketing approach, however, is brand continuity. When promoting a business it is important to ensure that the company's message, style, and strategy are communicated in the same way throughout the store, in every store, in all locations or branches. When company colors, type face, and images are all similar, it helps the consumer to recognize the brand, reinforces that particular image, and promotes consistency. Consistence and awareness are really two of the most important things about brand marketing.