Be a Better Consumer By Learning Businesses’ Branding Tactics

Updated: Oct 1, 2019

“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”

- Steve Cook, Co-Founder, Intuit

The Big Guys. Wall Street. Big Brother. The One-Percenters. Whatever you choose to call them...they’re the producers of this world. Although they may have a large influence on the world, their power is deemed worthless without the key part of the equation: the consumers. As a consumer, you have so much more power than you may think. At Lum A Terra Media, we encourage and emphasize the notion that consumers can, and should use their purchasing power as a vote towards the society they want to be part of. And with the essence of “branding” being more apparent than ever thanks to social media, it is imperative for consumers to learn their power and to utilize it.

But first, what exactly is branding?

Alright, alright funny memes aside...we’ve all heard the term before and big brands like Apple, Starbucks, Amazon or Coca-Cola probably come into mind. That’s because these companies have done an excellent job in branding themselves. Let’s take a specific example most people are familiar with: Apple. If you want to really know what Apple’s “brand” is, ask yourself and your peers what having an Apple product means to you. You may say something like "Having a Macbook Pro makes me feel successful, creative, exciting, unique, professional…" In other words, it’s the "gut" feeling a consumer gets when thinking of the brand.

So then...what is brand identity? These are the more tangible aspects of your brand, meaning they can be communicated to the senses. Brand identities rely heavily on visual elements such as:

  • Typography

  • Letterheads

  • Business cards

  • Web design

  • Social media graphics

  • Color templates

  • Signage

  • Product packaging

  • Audio/video assets

coca cola brand identity visual branding
Coca-Cola is a prime example of a streamlined brand identity.

Then there’s branding. Simply put, this is the practice of communicating your brand’s message to the correct people. At the end of the day, branding’s goal is to create customer loyalty. Branding can be done in a multitude of ways such as digital branding on social media, cause branding with philanthropic organizations, personal branding, and more.

So now that you have the fundamentals of what a “brand” is, you are now already a more conscious consumer! Just by being aware of business tactics such as these, consumers can be more wary of companies who are taking advantage of their brand’s image, and inherently hold the knowledge and power to purchase from brands who actually align with their same moral obligations. After all, that’s how we believe business should be conducted. At Lum A Terra, we believe in aligning ourselves with brands who resonate and agree with our moral obligations as business-owners and inhabitants of Planet Earth. This is the same, symbiotic relationship we encourage consumers to have with the producers of their world. Do you have a brand with an important, intentional message you want to communicate to the right audience? Shoot us an email at and let’s chat about ways to better the world together!

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