PR And The Brand Connection

PR And The Brand Connection

James Woewoda is the president of Woewoda Communications




Last week's article was titled The Television Interview: What To Wear

This weeks article is titled PR And The Brand Connection.

Branding is very important when it comes to business for two reasons. First, brands are psychological and science both brought together as a promise mark as opposed to a trademark. Second, brands outlive products because products have life cycles, As a result, the brand of a company conveys a long-term message of superior quality and lasting credibility.

As a result brands are very valuable and many companies put the value of their brand on their balance sheet. 

Examples of Brand Value

When Kraft brought Cadbury for 19.5 billion dollars what they did they buy? the chocolate? the factories? the recipes? the candy maker/ No, they bought the brand.

And when Four Seasons Hotels Inc. of Canada sold itself to Bill Gates and Price Al Waleed bin Talal of Saudi Arabia for 3.8 billion dollars what did they buy? the locations? the restaurants? the staff? the beach front property? No, they bought the brand.

Branding is fundamental, basic and essential. It builds credible value for companies and corporations.

Branding in the 21st Century

Branding today is more important than every. There are a few reasons for this. First, the world has come online and there are many new markets and a growing middle class in places like India, China, Brazil, Russia, South Africa, Nigeria and Indonesia. These consumers buy brands. They buy premium brands.

The best branding today is based on a strong idea. This means that in today's world the best brands have remarkable creativity in different areas of business communication; public relations, media relations, publicity, traditional marketing, digital marketing, advertising and social media etc...

Top 10 Brand Rankings for 2015

According to Interbrand the top 10 brands for 2015 were as follows. 

1) Apple
2) Google
3) Coca Cola
4) Microsoft
5) IBM
6) Toyota
7) Samsung
8) GE
9) McDonalds
10) Amazon

12 Tips to Enhance Your Company Brand

So what can a company do to increase name recognition? Here are 12 ways you can begin branding your company and increase your name recognition of your firm. 

1) Develop all collateral and image materials (web, stationery, logo, tag line, mission statement, cards, brochures, postcards, elevator pitch, newsletters, project sheets, bios, company description etc..) to match those of your brand and your message.

2) Develop a mission statement that shows your reason for being and the value you provide to your customers

3) Develop a memorable tag line that expresses who you are and what you do.

4) Regularly write and issue press release to the media.

5) Regularly write and post press releases to your website and the Internet

6) Regularly write and pitch feature story ideas to the media.

7) Diversify all marketing, PR and media to reach the markets where your clients are to be found (as opposed to only marketing within your own service industry).

8) Participate (attend, speak, host, present, show) in at least two national and one local industry conference.

9) Create and issue an online or direct mail newsletter

10) Get know for niche expertise or specific industry knowledge (speak, write, present or teach)

11) Get to know all potential teaming partners in your geographic area. Let them know your people, your area of expertise and the potential for any cross referrals. 

12) Develop a calendar of local and regional events in your locale and make your company visible in the areas most related to your company and your potential clients' interest.

Conclusion

Branding your company is the key to influencing a memorable response in the minds of your chosen audience. It is not only name recognition of your firm, but also the perceived value of your organization that your are conveying to your audience.

Next week's article "PR And The Start Up Company"

Sources

Forbes, "Why Brand Building is Important" Scott Goodson, May 27, 2012
All About Public Relations, "Best Tips for Branding Your Company", Leslie McKerns







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