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Featured Logo Design Article

Branding Trends: Delivery Channels Take Forefront

In looking at current branding trends, and what might be around the corner in 2007, what strikes me most are not the tactics being used, but the mediums being called on to disseminate the messages. Marketers can no longer rely on traditional outlets such as TV, radio and print ads to "get the job done" they must take into consideration all the new media at their disposal, including blogs, pod casting, mobile phone-based programming, social networks, and RSS feeds.

Before examining how this onslaught of media options have changed the branding landscape, it's important to remember the branding constants that will remain critical for companies wishing to establish and maintain brand awareness with their target audience. Regardless of the medium chosen for distribution, marketers must:

Ensure the brand promise is clear. Be simple, be direct, and by all means, be consistent.
Focus on creating a well-conceived brand name. Even the cleverest branding strategy will fall flat if the name you seek to brand is poorly conceived.
Understand the competition. No one operates in a vacuum; while originality is important, it's critical to be aware of your competitors' branding strategies.

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