A strong brand is essential for connecting with consumers and helping your company stand out from the crowd. However, marketers often approach each advertising campaign, website or piece of sales collateral as individual, unconnected items instead of tying them together to form a cohesive brand image. Each marketing item should fit together like a puzzle and solidify your overall brand. It's this collective whole that defines how your company is perceived by consumers. This brand image should always be taken into account when implementing any new marketing project or your carefully crafted brand will erode over time.