Calliope, LLC.

1. If you want a magnetic brand you can't be everything to everybody. You can't market yourself as high end, DIY, one-of-a-kind, eco-friendly, off-the-wall, uber responsible, and a value provider all at the same time. Otherwise you can't have insiders and outsiders. [And it's the insiders who come back again and again and bring friends.]

2. Everything you do has to reflect the brand. Every product. Every communication. Every employee interaction. Otherwise people will be confused. [And it's hard to commit when you're confused.]

3. It doesn't do much good for your brand to be the same or even sort of the same as everyone else in your niche. Figure out how to be different or find another niche. Otherwise people won't talk about you. [And trust me, you want to be the topic of conversation.]

Here are a couple of the brand gurus who inspire me. See if they inspire you too:

Seth Godin

Marty Neumeier