According to Sushant Saini (An owner of Eyewear), branding is one of the most important functions of the marketing team. And to make branding effectiveness, marketing team need to connect with their target customers.  Essentials to make brand effective are:
• Story
• Content Marketing
• Brand association
• Creative communication
• Influential outreach
To know more about these essential, follow this link:  http://yourstory.com/2015/06/brand-building/

Organizations must sell their products in such a way that it improves the lives of people and to do that you have to make a person feel – not think. Emotional branding is all about feeling and that feeling doesn't even need to be directly connected to the brand. Jeannette de Beauvoir (principal at Harbor Marketing Associates), writes in her article about some tips on how to launch an emotional branding campaign for your company or product. Read more at: http://www.marketingprofs.com/articles/2014/26405/five-tips-for-effective-emotional-branding