With all the feverish activity that people label as branding and marketing, it's important to remember that they are not two separate activities, but part of a continuum (did he just say continuum?) of communications.

For your brand strategy to be successful, the following has to be in place:

1. You're different: Are you indistinguishable from your competition, or are you significantly different?  Different enough that it makes prospective clients interested in you?
2. You're listening: Are you delivering what they are asking for?  Have you asked them what they are looking for?
3. You're having a conversation: Are your marketing materials, in any media (print, web and social media) about how you help your prospective clients?
4. You have a collaborative approach: Does your marketing message align with your business development or sales practices?  Is the messaging in your print, web, and social media consistent with your business development communications?
5. You're focused: How many messages do you have, and can you communicate your story in 15-30 seconds?  How about in 5 seconds?  Simplify your message, keep it consistent.

Do these and you're on your way building a brand that has meaning and builds relationships.  Oh, and effective marketing.