When running a business it is important to be consistent. You should try and be consistent on all levels in order to build up and maintain a quality brand. For example, if you run a hotel then you need to make sure that your rooms are cleaned to a consistently good standard, the food is cooked and presented consistently well and that the members of staff you employ and consistently polite. Not only should you ensure consistency with the day to day activities but you should also ensure that all of your signage, literature and logos are uniform throughout the business and on anything that gets set out. All too often I see businesses that have one logo on their letterhead and a different one above their door or on their Facebook page. This can often confuse customers and put doubt in their mind about your company.
All good marketing strategies should start with some detailed market research. You need this in order to know how you should market your business and how best to make a profit. You will need to decide who are your target audience and how best to get their attention.