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Most days, social media users all over the world spend just under 2 hours on various platforms. Given those numbers and the fact that people on social media love to share and forward content, it’s no wonder why branding is high on the list of priorities when it comes to the marketing world.

Still, the vast majority of branded posts miss the mark. Most of them go unanswered. Why?

The answer is complicated, but it has to do with a concept referred to as brand congruity. Essentially, it is not enough for your content to be promotional or feature likable subjects. That won’t necessarily engage anyone, and if said content was created haphazardly, it might even have the opposite effect, driving attention away from your brand.

There’s a lot to be said about how coherent messaging can help people see your brand in a positive light. In fact, there’s a lot to be said about branding in general!

We’re only going to touch on a few basics today, but we hope it’s enough to get your creative gears turning.

Below, you can check out a few of our takes on the three most significant developments in branding today:

  • Branding is a core marketing concept now, not a niche term for influencers. This can be seen in a variety of different contexts these days. Still, one prominent example stuck out to us in particular: the BBC, the veteran public service broadcaster headquartered in London, appointed its first-ever Chief Brand Officer, Charl Bassil. He will be responsible for growing major Intellectual Properties and the value of prime brands the BBC owns, meaning he’s going to have a significant impact on public perception of them. When an entity established in 1922 picks up a Chief Branding Officer, you know that branding is a concept that’s here to stay.
  • People expect more from the brands they associate with, especially in terms of trust. You don’t have to look far to see the latest boycott or support drive for various big-name brands, which are now expected to communicate their values to consumers in a sincere manner. According to some estimates, including one from public relations and marketing consultancy firm Edelman, nearly 4 out of 5 consumers must trust a brand if they’re going to consider buying from it.
  • The majority of customers would prefer to purchase things from brands they follow on social media. The most recent analyses suggest that social media will only continue to grow each year, at least in terms of the time people spend on it. Perhaps that explains why Sprout Social is showing data that suggest 77 percent of consumers would rather shop with a brand they follow.


There you have it: the tip of the iceberg. There’s clearly more to come on branding and what it means for growth in marketing services, but for now, we hope you’ve found the above useful! To learn more or discuss your project with a friendly team of experts, call us at 203-746-5901 or email us at