Fundamental to a branding strategy is the consideration of how integrated marketing decisions are. The greater amount of media decisions has lead to a diversification of strategy. The brand personality should be something that can be adapted to niche markets to maximize relationship building toward the brand. Careful consideration of variable brand elements are important to address to understand successful application of those elements. Take into consideration how and where your branding will occur. The elements of the brand should be simple and identifiable across the board. Keeping in my initial responses to brand perceptions, it is necessary to consider: color schemes, typography, writing style, images,effective principles of design, target market, and in many cases a logo- an identifiable symbol that can easily represent a solution to a consumer need.

There are some key elements that create and sustain strong brands in the marketplace. These elements have proven themselves to be effective in various markets, and as such, are to be thought of as salient characteristics that strengthen brands.

• Brand Functions: What is it? What is it for? What does it do?

• Brand Personality: How do people feel about it? Do they like the brand and respect it?

• Brand Differences: How is the brand better? How is the brand different?

• Brand Source: What does the company stand for? What are the company’s aims?

These are important questions to consider when building a successful brand. When you have clearly defined the questions you will begin to see that they answer other fundamental aspects of a strong brand:

• Superior Products and Processes

• Ability to Stay Relevant

• Consistency in Delivering Promises

• Distinctive Positioning and Customer Experiences

• Alignment of Internal and External Commitments to the Brand

Helium Images displays consistent branding principles, and applies those principles toward clients. The goal is always to look good, because you are good. Creating a personality for your company (or various product offerings) is successful in part because of the personable nature of branding. The nature of a brand should reflect emotional and physical appeals to the proposed values of what you are satisfying within the market place.

Boone Oakley really hit a home run with this innovative way to use viral marketing on YouTube. They were able to use the medium as an interactive homepage for themselves, and make a strong brand for themselves. The unique style of Boone Oakley and objectives are clearly shown through their creative demonstrations. This kind of new thinking is inspiring and presents new ways to use social and interactive tools to promote.