WHAT'S IN A BRAND?
The term "brand" gets tossed around a lot these days: "it doesn't align with our brand," "we're doing a branding program" and "we need new branding materials" are all declarations we have heard before. But what elevates a product or service to the level of being considered a brand and not just a product or service? Many assume that a logo, corporate colors and a consistent look across marketing materials make a brand. But those corporate identity materials are only the physical attributes of a brand. Sure, they are crucial, but they alone will not penetrate the mind of the consumer. To truly be a brand, a company, product or service must occupy mindshare in the collective consciousness of the consumer. A brand must transcend definition by product attribute and achieve emotional resonance with its audience. Walter Landor, one of the great minds in advertising, put it well: "a brand is a promise." That is to say, a successful brand elicits a set of assumptions or expectations from its target audience and equally suggests a predictable outcome. There is great comfort to the consumer in that predictable outcome for that predictability results in trust. Trust is the holy grail of brand attributes. Trust is both the engine that powers consumers to try new brands from the same company and the quality that persuades consumer to stick with brands their entire lives. So how does one transform a product or service into a brand? Well since it's a matter of affecting public perceptions, it does not happen overnight. First and foremost a company must create a brand guide. A brand guide involves identifying what a company's products represent. What do they want consumer to feel when they think about the brand? Is it fun? Irreverent? Healthy? Efficient? Safe? All of the above? Then, determine whether there is a current misperception regarding the brand. Sometimes instead of trying to change public opinion, a name change and a complete relaunch may be advised. Once a brand guide is created, it must be rolled out across the entire company: product development, packaging, public relations, marketing, human resources, etc. In order to become a brand, the concept of the brand must first achieve company-wide acceptance, and then the message of the brand must be consistently utilized across all channels. The process can take years, but the results can be spectacular. When you achieve trusted brand status, you have a customer for life.
|
EVERGREEN: MAKING THE CALENDAR WORK FOR YOU
Repeating, repackaging or recycling "evergreen" information in one form or another is a valid, frequently used public relations tactic that maximizes returns while minimizing both staff effort and client cost. Good communicators know the value of timeless, or evergreen, information. While most publications are always looking for a "what's new" angle, editors are also compelled to provide timely or seasonal copy that readers rely on. In spring and summer, news releases that offer fresh new takes on familiar topics like barbecuing, salad recipes and outdoor home improvement are sure-fire placement opportunities. Decorating and entertaining tips are just as popular around end-of-year holidays. The trick to securing placements with evergreen stories is to offer something new, even if the subject matter is not. Another way to get editorial attention is to tie your information to a current fad or perennially popular activity. Opportunities for evergreen stories include:
If your agency or client relationship is new, a good place to find evergreen opportunities is the previous year's calendar. Annual activities that are important to a company's business should not be overlooked. Finally, always prepare evergreen stories, and begin contacting editors well in advance of their due dates. If you have Outlook on your desktop, you can store an entire year's worth of activities in your Calendar and be automatically reminded ahead of submission deadlines.
Visit Our Web site: www.kellencommunications.com |
||
