Success Advice
The Do’s and Don’ts of Branding to Millennials
Branding is a fragment of business wherein companies endorse their products or services to their target market through different marketing efforts. Branding poses many challenges among companies but perhaps the toughest of these today is branding to millennials.
Millennials are people born between the years 1982 and 2002. Today, this generation embodies 24% of the American population. Millennials are born and raised in an era plagued by economic disorder and consumerism. It’s a tough time to earn a living and sustain one’s preferred lifestyle, as many career men and women of this generation are starting to realize.
Being thrown into these challenging times has made millennials into a special group of people. According to a Nielsen report, these men and women are savvy shoppers of necessity. This means that although they enjoy shopping, the millennial generation only take their business to brands they trust.
This is evidenced by their research skill prior to shopping. The same report by Nielsen indicated that 42% of millennials comb through at least four different sources before making a purchase. A third of this group of people only go shopping on sales or when they’re in a possession of coupons or promotional codes. The study further states that 40% of the group save money by buying second-hand items.
All these findings suggest that millennials are a tough crowd to market to and yet, this group has challenged and captivated marketers and business owners alike.
Because they comprise a significant portion of the population, earning the patronage and trust of these men and women is worth it. In fact, this is what business owners who want to leave a lasting impression in their industry should aim to do.
It may be challenging to please a fussy and calculating crowd, but it can be done. You can simplify this by learning the do’s and don’ts of branding to millennials.
The DO’s:
- Invest on mobile. Whether it is through improving the mobile experience of consumers or bringing more aspects of your business into the mobile platform, your company’s mobile site and functionality should be at its finest.
- Optimize your social media presence. Twitter, Facebook, Instagram, and Pinterest are more than just social channels for millennials. These networks are also search engines for them and whatever information they can dig up is a contributing factor in their purchase decision. Make sure your search results will lean in your favor.
- Bring your brand to them without smothering them with ads and promises. Let them get to know your brand through an experience they enjoy such as concerts you can sponsor or video blogging.
- Maintain the voice and stance of your brand. Just because you are connecting to them does not mean you should forget what your brand stands for. Millennials appreciate authenticity but distrust inconsistency.
- Engage in open communication. These young men and women, like any other consumer, appreciate being heard and taken care of. Responding to messages, listening to suggestions, and acknowledging commendations build a good business-consumer relationship.
“My clients post images of themselves, tagging my business, and it is the best digital format of word-of-mouth marketing possible.” – Ryan Horne
The DON’TS:
- Some people seem to find it funny to stereotype millennials as a self-absorbed, lazy bunch. This is rather unfortunate because this generation is a large part of the workforce. In fact, a study shows that more than 80% of millennials from 27 years old and up are employed. Half of them are married or have a family of their own. The ones who have not moved out of their homes chose this living condition to save up for other priorities such as travel and other life-enriching activities. The takeaway: don’t be condescending towards millennials.
- There are marketers and company owners who try hard to throw in phrases and expressions into their content that they think will connect them to millennials. You shouldn’t. Or at least, not without knowing the proper use of such phrases. Otherwise, you will just end up sounding phony.
- Don’t neglect taking care of existing customers. For millennials, a recommendation from a friend or someone they know is more preferable than giant billboards or a paid TV ad. Remember that you are advertising to a group of people who almost unthinkingly reach out for their phones during commercials or click the exit button on online ads. More than just your efforts to reel in new customers, make sure to keep the current ones happy because your best shot at advertising is through word of mouth.
“Young people need to be asked what matters, not be told what matters.” – Jeff Martin
Once you get to know what makes millennials tick and what they value and aim for, branding evolves from being a business necessity to a sincere desire to reach out and help people with what you can offer. Learning these do’s and don’ts is the first step towards progress.
How is your brand appealing to the millennials? Leave your thoughts below!
Image courtesy of Twenty20.com
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Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)
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Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)
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Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)
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The Leadership Shift Every Company Needs in 2025
Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”
While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.
Why This Gap Exists
Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.
What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.
Tools and Techniques to Bridge the Gap
Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.
1. Practice Mutual Empathy
Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.
2. Maintain Professional Boundaries
Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.
3. Follow the Golden Rule
Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.
4. Avoid Micromanagement
Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.
5. Empower Employees to Grow
Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.
6. Communicate in All Directions
Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.
7. Overcome Insecurities
Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.
8. Invest in Coaching and Mentorship
True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.
9. Eliminate Favoritism
Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.
10. Recognize Efforts Promptly
Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.
11. Conduct Thoughtful Exit Interviews
When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.
12. Provide Leadership Development
Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.
13. Adopt Soft Leadership Principles
Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.
The Bigger Picture: HR’s Role
Mercer’s global research highlights five key priorities for organizations:
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Build diverse talent pipelines
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Embrace flexible work models
-
Design compelling career paths
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Simplify HR processes
-
Redefine the value HR brings
The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.
Treat Employees Like Associates, Not Just Staff
When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.
Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.
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