BUILDING A BRAND
Strategic PR & Brand Development
Public relations is essential to launching a new brand. A brand is often associated with a logo, tagline, color and graphic elements, but it is much more than that. It is the customer experience associated with the brand, and it is the value gained by associating with the brand. The brand delivers on those expectations and therefore becomes memorable and recognizable.
Branding elements include:
Mission statement. This is the reason for the company’s existence and the value that the company creates. In order to become recognizable, the mission statement must be brief, yet contain the essence of your purpose. (What are you trying to do?)
Memorable tagline. The tagline will express who you are and what you do.
Brand image. Website, stationery, colors, logo, tagline, mission statement, business cards, postcards, brochures, collateral, newsletters, mailers, rate sheets, warranties, informational cards, posters, signage, advertisements, letters, project sheets, bios, headshots, products, product names, branded or corporate clothing, and anything that can be applied to the brand, and associated with the brand to leave a lasting impression.
Values and Value Platform. The Company values should mirror the mission statement.
Honest, ethical treatment and business practices, dedicated service, quality craftsmanship in the creation and delivery of products and services, rapid and responsible, reliable and repeatable — all are potential values; but all must be true and consistently repeatable to use them as a platform.
Honesty is a fundamental foundation of a brand, and it is the basis of customer evangelism (positive word of mouth) — don’t be caught with your brand down — it won’t be easily forgiven.
The PR strategist and brand development expert will assist the Company to discover values, create a Value Platform, absorb the values into the company culture, rules and systems, and let others know of your expectations.
Maintaining your Brand:
Maintaining your brand is an essential marketing technique, and once your brand platform is established, don’t surprise your customers.
If you are founded on an environmental platform, don’t suddenly abandon the environment (or be discovered that you are) because it is inconvenient or slightly more costly.
If you are founded on transparent and economical price, don’t hide tacked on fees or management overrides. If you are a Best Places to Work, family company, don’t be family insensitive.
Branding a company is not only the name and visible recognition; it is its face in the business community-what people think of, and know you stand for when they hear your name, your products or your people.
A recognizable and consistent face for your company. When someone sees anything written or spoken about a company, they should be able to identify both the company and the values behind it.
Communicate the essence of your brand and the value of your brand to all associated with it through all marketing, public relations and advertising methods.
McKerns Development and PR, has a unique 30 point service package for branding a firm. The Professional Branding Package is a custom solution to branding a firm, differentiating its services and positioning it in its desired market.
The Professional Branding Package develops a firm’s positioning statement and provides visibility to the world. It provides answers to the most crucial questions facing business owners today—What is unique about your firm? Why should potential clients and customers care?
The McKerns Development and PR Professional Branding Package studies and consults on thirty (30) critical elements:
1. Reputation and Name Awareness
2. Company Positioning in Local Marketplace
3. Company Positioning in Global Marketplace
4. Current Brand Identity, Brand Awareness and Brand Equity
5. Current Brand Message
6. Specific Expertise
7. Professional Services
8. Company Leadership
9. Differentiation of Company and Services
10. Building Client and Brand Loyalty
11. Company Star Power
12. Company Up and Comers (those in a firm that can be developed as leaders)
13. Teaming Relationships
14. Referral Relationships
15. Business Model
17. Competitive Intelligence
19. Marketing Communications and Collateral
20. Press and PR, Press Releases, Feature Stories, News and Events
21. Visibility in Community
22. Visibility Programs—Charitable Cause, Events, Event Marketing, Promotions
23. Recommendations for Brand Leadership
24. Consultation on Brand Dominance
25. Brand: Distinguishing features, symbols, concepts and characteristics that differentiate a professional service firm. The brand is easily communicated and recognizable to others.
26. Brand Awareness: The weight and recognition factor in the minds of potential clients.
27. Brand Equity: Financial value or potential value associated with a brand. The brand’s strength in a particular market and the potential economic value associated with it.
28. Brand Identity: All of the visual and audible elements associated with the brand. The firm name; symbol; logo, tagline; trademark; mission statement; stationery; signage; collateral material (brochures, cards, pamphlets, sales sheets, case studies, etc.)
29. Brand Message: Combination of all the marketing efforts (website, advertising, collateral, PR) used to identify company, differentiate it from competition and build value in the potential client’s mind.
30. Branding Platform: Brand and business model for delivery of services.
Strategic public relations and brand building specialist – turning startups into brands and bringing brands to new markets.
McKerns Development and PR. 264 Cypress Trace, Royal Palm Beach, FL 33411.
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