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In order to achieve the goal of achieving brand effectiveness, your brand should have the following characteristics:. Since HTML is what the bots crawl, this is extremely good news for your search efforts. This means your logo should never differ and your mission statement or slogan should carry through to every element of your business and its marketing communications.  my blog post;  https://www.netevolution.co.uk/rethink-your-social-media-strategy/