Be Brilliant.

Discover a meaningful, unifying idea for it. Don't over-analyse and don't involve a committee with your branding (it never works). Keep it simple. No-bullshit. Don't pretend to be something that you're not. Whatever your message is, how you say it is as important as what you say. Be honest. Keep your promises.

Always make people feel the same way about you, wherever they are. Be consistent. Your customers are people, not a target market, a demographic, a statistic or a reference number. Take them seriously. Communicate as people do. Be Brilliant.