Regardless of who I work with, a brand’s reputation comes down to three things.
I’ve worked with clients across diverse industries – entertainment, real estate, fashion and philanthropy, just to name a few. Regardless of who I work with, a brand’s reputation comes down to three things:
· What you do
· What you say
· What others are saying about you
What you do, what you say, and what’s said about you all create an emotional association between your brand and your consumers and clients – and when it comes to that association, brands want to be top of mind and trusted.
When I work with clients, whether for a personal brand, business or product, the steps to building a strong and successful brand are the same. Brands aren’t built overnight. They require strategic thinking, intimately knowing your customers, making sure you are seen and heard, and protecting yourself against risk. A successful brand will distinguish you from your rivals and will leave a lasting impression with your customers.
Building a sustainable brand presence requires an eye for current trends, as well as an ability to see long-term.
Start with awareness – Be relentless in sharing your message
Communicate, communicate and communicate again. Today consumers are hit with hundreds of messages daily. To stay relevant and top of mind, brands need to engage in conversations. This doesn’t mean you need to put out a message everyday, but be strategic in your approach. Listening and responding to your customers will set you apart from the pack. Grab attention by launching a bold, creative idea that breaks through the noise. Create a communications plan and be relentless in sharing your message.
Build brand loyalty – Deliver on your promise
All brands deliver a promise – whether it’s overtly stated or subtly communicated, it’s what consumers can expect from your brand. What you do and what you say needs to deliver on that promise. Honesty and transparency go a long way. If people trust your brand they will trust your services and products. Whether you are launching a new creative campaign, or are being interviewed by the media, it’s important not to deviate from your core values. When you deliver on your promises, your consumers trust you and will trust that they can recommend you to their friends.
Stand out from the crowd – explore different PR strategies
In such a crowded marketplace, many brands find it hard to build a strong and sustainable brand presence. I tell my clients that you can’t keep doing the same thing and expect different results. In addition to your usual PR plan, explore different and bold PR tactics:
· Crowd source your content
· Ride a trend
· Surprise and delight with an edgy media story
· Host an immersive event experience
· Start a petition
I would love to hear what bold PR tactics you think have worked for your favorite brands. What’s your favorite disruptive PR campaign? Share what you think builds a strong brand in the comments below.