When Marines get rifle lessons, they learn the acronym BRASS: Breathe, Relax, Aim, Squeeze, Shoot, and Bruce Temkin wrote about how these can apply to marketing:
Breathe: Set aside time every week to focus on what your brand is communicating. Don’t just assume you have it right for the next few years.
Relax: Remember that the brand will not fail if you pause for a moment to focus. It may fail, however, if you continue to waste marketing shots that are off-target.
And of course Aim: know exactly who your target audience is, their desires and emotional perception of your band.