Today I was talking with a New York Times bestselling author. He was explaining to me how he had used video to drive his most recent book onto the best sellers list. “Nothing sells like video,” he explained.

Many authors have done this in the past few years, including Brendon Burchard, Gary Vaynerchuck and Chris Brogan.

Sometimes we think our world is set in concrete, that to alter it means wielding sledge hammers and heavy equipment. Particularly on the web, we feel stuck in the persona we’ve shared with our cyber-friends.

Here’s a joyful, scary, invitational truth, though: God is always at work.

So you’ve spent more time than you should designing and tweaking your blog. (Don’t ask me how I know this.) You’ve got it just like you want it. For now. But what about your Twitter, Facebook, and YouTube pages? Are you content to upload your photo and be done with it? Or do you want a more consistent brand image, one that ties it all together?

A few weeks ago, I uploaded a new profile photo to Twitter. However, that didn’t change my profile background. It still included my old headshot and a design done a few years ago by Matt Clark at TweetPages.com. I decided to visit his page again, and see what his company had to offer. Boy, was I surprised.

Several years ago, I sat in a meeting and listened to some entrepreneurs discuss their new venture. They talked about all the things they were going to do as soon as they received their funding. They had big plans. My dad would have called them “air castles.”

Three years ago, we consolidated our twenty-one publishing imprints under one umbrella brand: “Thomas Nelson.” We believed then (as we believe now) so many imprints only served to dilute our brand, creating needless complexity and infrastructure for everyone.

At the time, we decided that we would go with our singular house logo on the spine. Believing that “less is more,” we took a page out of Apple and Nike’s playbook. No text. Not even a ® symbol to indicate a registered trademark. Just the house. Nothing more.

Today, I was reviewing a colleague’s PowerPoint presentation. The first thing I noticed was his company’s logo was on every single slide. After a few slides, I found myself getting annoyed.

I know it is standard practice to put a logo on every page, especially in the corporate world. However, I would suggest that you avoid this practice. Here’s why:

It takes years to build a brand. Unfortunately, there aren’t many shortcuts. You build a brand—like a reputation—one impression at a time. Every encounter with a customer results in either a “deposit” or a “withdrawal” in your “brand account.”