Get to know our Endeavor Mentor Cesar Coletti, Co-Founder of The Brand Coach, in this mentor spotlight.

Why did you decide to join the Endeavor Network?
A good friend of mine invited me to an annual Endeavor event, and I fell in love with the culture, team, leadership, and startup community.

Tell us about your background and why you decided to become a mentor.
My background is in branding, marketing, and storytelling, which I’ve done for nearly three decades in both the corporate and independent worlds. Unfortunately, there is far too much noise regarding marketing and branding, and I believe that by mentoring, I can help reduce some of that noise. Particularly with startups that have a lot on the line and must be razor-sharp and efficient with their branding and marketing.

What are the most important qualities and characteristics that mentors should have?
Be a good listener, have empathy, and give productive feedback. Knowledgeable with real-life experience, enthusiastic and creative.

What do you believe are the characteristics of a successful brand?
In my opinion, most successful brands share numerous qualities that distinguish them as leaders. They are laser-focused on their brand promise, with a clear and relevant purpose. They constantly provide meaningful customer experiences and are transparent, authentic, consistent, inspiring, and trustworthy. These are critical ingredients of any successful brand.

Any general advice for entrepreneurs?
Don’t leave your brand and marketing plan for last minute. In addition to having a brilliant idea and product or service, the path to success is being able to transfer those concepts to your customers through a robust, coherent, and consistent brand strategy. Remember: Thousands of other brands compete for the attention of the same people you are attempting to attract. If you do not have a clear brand strategy, you will fall behind.

What are you reading?
J. Berger’s “Contagious” and D. Thompson’s “Hit Makers” were two books I just finished. I’m now reading “The Knowledge Illusion” by S. Sloman and P. Fernbach, and I never miss an episode of Kara Fisher and Scott Galloway’s podcast “Pivot.”

These responses have been edited for grammar.