2020 Is The Year for Branding Visibility

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Branding is important, for both organizations and individuals. Whether you are a small or large company; a for-profit or non-profit; and regardless of your industry sector, company size, or location, you and your business should have a 2020 brand strategy and implement it.

Why Brand

Long Term Investment

Branding is a capital investment. A company or individual’s brand helps determine its value on the stock market if publicly traded, helps recruit top talent to the company, attracts new customers to use its services, and much more. If you aren’t managing your brand with a brand strategy, you should be.

We want to be known for and lead in our category of expertise. However, the reality is that we all have competition. Branding is key to developing differentiation from the competition.

Online Reputation Management

Online Reputation Management (ORM) is a critical part of your public and external relations. While you can’t completely control what audiences say about your brand and your reputation, you can guide and influence the message and messages about your brand reputation.

Visibility and Searchability (SEO)

Every organization or individual is looking to have their brand name or core product or service show up as #1 in Google’s search results. At the heart of this is visibility and searchability connected to the strength of your brand online and your brand investment.


Beyond being a free medium outside of paid advertising (i.e. display and click ads), social media is a powerful tool used for good if correctly and thoughtfully leveraged. How many times have you been on Facebook and learned of a cool new product or service? How many times have you visited LinkedIn and learned about a new industry disruptor with a revolutionary product that would make your life better? How many times have you learned about a heartwarming story shared by a nonprofit organization on one of your social channels?

Through our individual and organization’s brand, social media has the incredible ability to connect value we create to our audiences that need and want the value we offer.

It is important to understand and remember that social media is a conversation, not a one way medium. When we have discussions, we share ideas, create mutual understanding and enrich each other through our unique value. Brands have the ability to better understand their customers and audiences, their needs and how to connect those needs to the brand’s value.

“Tell me and I will forget, show me and I will remember, involve me and I will understand.”


Branding creates a level of transparency with key audiences and the organization or individual. Brand transparency translates to understanding, which in turn leads to knowing its value.

As an example, Wikipedia is a platform that provides those seeking to learn knowledge of a specific area, company, individual help understand that area in context to their interest and how that particular understanding will aid them. Effective branding accomplishes the same goal.


Correct branding brings into clear focus your unique value proposition (UVP) and relevancy. If you know your UVP and can articulate that clearly and consistently to your key audiences, over time you will be known in your category as relevant.

Passive Marketing

Branding is both active and passive. Effective branding creates a passive marketing platform that can be leveraged anytime to inform a visitor looking to learn more about you and your UVP.

I relate thoughtful, strategic and well implemented branding to having an address book vcard, bookmark, or app on your audiences’ smart phone for your brand’s unique value proposition. Your brand information should always there when your audiences they need it, and top-of-mind for when the need you serve arises for them.

Branding Best Practices


Branding by definition implies and conveys consistent repetition across areas and mediums, whether they be print, from business cards to building signage, or digital, from social media and display ads to email marketing and articles.


Always manage and own your organization and personal brand on the key social networks. The time commitment is minimal for the return on investment for any of your key audiences searching for you on those channels. Depending upon your products and services, this could be the majors such as LinkedIn for business, Facebook or Twitter for mixed audiences, YouTube for video, or it could be platforms for more progressive and younger audiences including Instagram, Snapchat, or Tick Tok.

Social Branding ROI Calculator

One key to managing your social media brand is to align your social strategy to your marketing communication (marcom) strategy, which should be in line with your business strategy. If it does not serve your organization’s strategy to reach customers, investors, users, influencers or participants on that social platform (because they aren’t engaged on that platform) don’t invest branding time on that platform. There are many metrics and ROI calculators available to your social branding strategy that will help you measure the intent versus impact of your brands’ social engagement relative to driving your organization’s mission and objectives (i.e. engagements, website visits, product/service inquiries, participation) forward.

You Don’t Own Social Platforms

Remember when branding on social media, while you own the creative brand content on that platform, consider if that particular platform were to cease to exist tomorrow (Think Myspace), where would that leave your brand content? 

Brand Library

You should retain a library of all your relevant brand content for propagation on different social channels and mediums as necessary to reach your audience.

Heyden Communications has extensive experience helping companies and organizations better develop their brand.