Consistency sits at the core of brands. No matter what the circumstances, the people behind the brand are expected to deliver the same experience or product; a can of Coca-Cola purchased in Tokyo should taste identical to one in New York City or London. With great brands, you know what to expect, and it is delivered time after time regardless of the location.
Social media has become a proven path to building a community of followers around your business. Marketing via YouTube, Facebook and other social media outlets can be a huge driver of new customers as well as referrals from "marketing apostles" who identify with you and who feel personally invested in your future success.