Strong Brands Are Clear About What They Represent

Successful branding clearly and simply conveys its brand promise, and makes it evident why this promise is relevant. These are the most essential components to successful branding building. According to Allen Adamson who writes in Forbes, that applies as well to products whose attributes are a bit more difficult to convey than cars and soft drinks.

Adamson was impressed by a recent campaign by Cisco, starring Oscar-nominated actress Ellen Page in slice-of-life stories with the citizens of Lunenberg, Nova Scotia. The campaign makes it clear how the Cisco brand connects people with the things that make life better, safer and healthier. One "welcome to the human network" spot shows, for example, how Cisco's IT equipment allows health care professionals to treat patients remotely.

Adamson also applauds BASF -- "The Chemical Company" -- whose branding is based on the idea that its chemicals are being used for good things like forming a plastic product that decomposes in weeks. "For those of us who couldn't make the connection between the initials and purpose of the company, the chemistry between branding and understanding is now right on," he says.

Finally, Aflac is doing more than quacking like a duck. Its latest branding initiatives, from television to social media, make sure we understand that it pays policy holders cash benefits when they are sick or hurt for essentials such as childcare. "Strong brands are strong because people know what they stand for and how they fit into their lives," Adamson concludes.