Branding, originally a practice for identifying cattle in large pastures, is now an integral and complex marketing concept. Your business’s brand is the base for people’s initial judgments and original connotations, which are established almost instantly. Brand impressions are like first impressions; they happen once and will set the path for future engagements.

Original branding went only as far as having a logo trademarked, which draws from burning cattle hinds with wrought-iron. Lyle’s Golden Syrup lays claim to being Britain’s oldest brand, with their packaging being unchanged since 1885. Around the turn of the  previous century, marketers attaching slogans and jingles noticed people developing relationships with products. This led to the building of a brand’s personality and identity; allowing consumers to have a more meaningful relationship with a brand rather than just being aware it existed.

In the time of social media, brands have once again evolved. Brands have the capability to further their personality and identity via direct interaction. The branding process has progressed from displaying your brand to allowing customers to directly interact with your brand.

The 2008 presidential race is a prime example of having a social brand presence. Barak Obama utilized social media to generate a brand for himself that people could interact with. Obama’s Facebook Page is a place for individuals to comment and share their thoughts on his announcements. His Twitter Page shares announcements, thoughts and updates from the 44th president. Obama successfully created a social brand for himself which others could interact with and relate to.

When extending you or your business’s brand to the internet it is important to create a consistent image through your various portals. You should think of your website as the home-base of your web-based brand efforts. Customized websites can be designed in any way you would like your brand to be presented. From there create your Facebook and Twitter pages to resemble your site. Repetition is the key to memory; a consistent brand image will increase people’s recollection of your brand.

With a consistent image; the next step is having a consistent message. Each portal will vary in the way you engage your customers; but all messages should be fueled by a general topic. Keep in mind, you’re not trying to force-feed information to generate sales; you are trying to engage and interact with people. Build a community people can be a part of – your brand acting as the glue binding the community together. Keep this in mind and your social branding efforts will go far. Bust out the wrought-iron: time to get branded!