Effective Branding

Great brands all stand for something! Consumers identify with certain organization's and their brand.  Each brand has a message, and a great branding campaign will leave it's message in the hands of the consumer to promote their message even further. Logos, slogans and jingles are all examples of branding. However, it does not end there. Today, branding is done through various platforms such as; social media marketing, print, radio and television ads and word of mouth.  How a company does business, consumer interaction with the organization, the quality of your reputation and customer loyalty all enter the realm of branding.

 Many organizations want to shoot for the stars and market to everyone. For some brands this may work, but for many it simply isn't feasible. Most organizations do not have the funding to market their product to everyone. It is vital to position the campaign in a way that targets a specific audience and consumer/buyer. At first, it may be up to the initial audience that you're targeting to first define your brand and become your biggest advocates. Lastly, a good branding campaign will create a lasting emotional connection!


Now, more than ever, brands and consumers have very close communication. This can be a strength and yet a challenge for organizations. The strength is that the consumer is interacting with your product socially, which gives you feedback and food for thought. However, if the company's social media pages do not keep the fans interacting and engaged, or if the company does not do a good job with responding to consumer feedback, the brand may lose some credibility.

Dos Equis Beer has done a great job with it's "Interesting Man" campaign. They allow fans and facebook "Likers" to post on their homepage with new ideas for the "Interesting Man" comercials. This is a great way to keep the fans engaged.