Influencer marketing continues to build steam, and more companies, large and small are getting involved. As powerful and as helpful as influencers can be, it’s important to realize that not every influencer is right for every company. Selection of the right influencers to work with your company and your brand is an important key to success. Let’s face it — people don’t trust companies. If that’s the case, how do companies get closer to their customers? The answer is through branding. Over time, building the brand has become critical.