With much excitement, you embarked upon the rewarding journey of creating and launching your brand. You identified a market gap, developed an amazing product and put all the operational structures in place to take the world by storm… but you’re just not getting the recognition and exposure you had hoped for.
Managing your company’s communications (both internal and external) requires a rock-solid plan. But where do you even start? Let us help you with a list of 5 sure-fire ways to transform your brand through effective PR.
1. Say what you mean (and mean what you say)
Identify 3 short, core messages about your brand that will be conveyed throughout your PR and marketing communications. Be clear, transparent and stay true to your brand, as well as its values. Consistency is key in forming and maintaining a lifelong bond with your target audience.
2. Be authentic
What makes you stand out from the crowd? Develop your own, unique brand personality – whether it’s unusual, quirky or sophisticated. Authenticity is perceived as sincerity and is crucial in building a brand’s trustworthiness.
3. Stay focussed
Brands often make the mistake of spending countless hours focussing on what everyone else is doing, thinking and saying. Keep a watchful eye on your competitors, but don’t let them distract you. Focus on communicating your strengths, instead of reacting to your rivals.
“The secret of business, especially these days, is to focus relentlessly on your unfair advantage – the thing you do that others don’t.” – John Rollwagen
4. Captivate your audience
Humans are natural born storytellers. Compelling brand stories connect customers to your brand on an emotional level – appealing to their desires and aspirations. Add value to your existing relationships by telling your clients’ stories too, not just your own.
5. Leverage trends
Identify trends through social listening. Leveraging relevant newsworthy topics and hashtags in your own PR campaigns is an often-overlooked, yet powerful (but sometimes risky) PR tool. It is important to evaluate whether or not a trend aligns with your brand message and values (refer to points 1 and 3) before jumping on the bandwagon. Inappropriately-timed and ill-conceived messaging could land you in hot water. You don’t want to trend in the media for all the wrong reasons, but if you do get it wrong Edge Communications is here to help you form an excellent response plan to negative publicity.
Public relations is a constantly evolving component of every successful brand. Don’t be afraid to think laterally and do things differently, especially if you haven’t reached your PR and marketing goals. As the great Albert Einstein once said: “The definition of insanity is doing the same thing over and over again and expecting a different result.”
Get the edge!
With extensive experience in the communication, branding and marketing industry, Edge Communications specialises in a spectrum of traditional and digital communication solutions to transform brands through engaging with stakeholders and using multiple channels to tell effective stories and run creative campaigns.
