Branding: How to Build a Company Brand

Making the Wheels Spin with PR

McKerns Development and PR is a Florida based strategic public relations and brand building expert. McKerns Development and PR provides consulting, brand building and strategic PR, growing startups into brands and bringing companies to new markets.

What is a brand? Consumers worldwide are familiar with well-known, established brands such as Nike, BMW and ‘umbrella brands’ (General Mills), with several to many brands and products (drinks, snacks, cereal) under their ownership, but most companies of goods and services (successful) seek to be known and valued for the positive associations attributed to their services, offerings, actions and impact – their brand.

A brand is more than a recognizable look, it is a brand promise (what you say and do each and every time without fail) and it has value in its attributes and delivery. Brand recognition and acceptance is what makes customers flock to you and stay with you. Strategic PR is a method of cultivating, developing and promoting the positive characteristics of your brand.

Additional reasons for branding a company and services might be to secure a legacy and value for succession or sale, raising capital for growth, or for attracting associated or affiliated companies.

Forward Momentum with PR

CONSULTATION – MARKETING, BRANDING AND BUSINESS DEVELOPMENT

McKerns Development and PR consults with the business owner and/or top management about every facet of their business, strategizing and developing an action plan for building a brand or transforming the brand to the next level.  The firm establishes and targets specific goals designed to achieve the desired business outcome. Through a series of interviews (built on a shared agenda) our professionals establish where the company is now, where they want it to be, where the stumbling blocks are, where the opportunities are and how to reach those opportunities.

In this consultation (or series of consultations) with the client, McKerns Development and PR develops a brand-building strategic PR and marketing plan. The next step is in delivering such contract based services as writing business-building content (for web sites, blogs, marketing communications, press kits), overseeing creative services (logos, web design), creating or editing website content, pitching and writing articles for the national, international and local media, writing press releases and PR communications and placing the strategic message with the media, on the internet, websites and blogs, and developing PR through print, digital and social media channels.

• McKerns Development and PR provides brand development direction, and creative oversight (we locate, brief, bid, secure and oversee the graphic design) services for logo development, business cards, stationery, portfolio, brochures, marketing communication pieces and website design and development.  McKerns Development and PR supplies web content writing – with strategic but natural keyword placement – that will deliver top ten placement and searchers to the website, including all content about the firm, its services and benefits.
• The firm also offers business consultation and creative oversight for all of the necessary marketing, business and HR documents, and writes professional content for manuals, product sheets, contracts, on and offline brochures, press and media packets. Once the business is fully launched, McKerns Development and PR writes and distributes press and feature stories that deliver continuing interest from the media, the web and from specific target markets.
• McKerns Development and PR collaborates and interacts with the client’s advertising and marketing professionals to fully integrate the brand building campaign. 

BRAND BUILDING AND BRAND ELEMENTS:

The McKerns Development and PR firm provides startup-to-brand development, consulting and delivering strategic business services on the elements of brand development such as: brand position (what the company does or offers, key competitive differentiators, unique value), brand summary (products, services and solutions), brand personality (brand promise, customer and brand expectations, brand delivery and loyalty draw), brand story (history, credibility, and leadership), and brand associations (name, logo, colors, fonts, imagery, taglines, mission statement, press, news, campaigns and offerings both historical and new.)

McKerns Development and PR is a Strategic Press and PR, Public Relations, Marketing and Business Development firm, consulting and delivering PR and marketing services to business and professionals in the business to business (B2B) and business to consumer (B2C) communities.

• If you are a business to business (B2B) entity, promoting goods or services to another business (rather than selling directly to the consumer or end user), your needs will include establishing your brand with valuable and positive brand associations such as quality, reliability, performance, durability, flexibility, and the like. You must meet the needs of your target business so that they in turn can successfully deliver goods and services directly to the consumer (their target market).
• If your business is a business to consumer (B2C) company, you are already selling to the consumer and your needs will include establishing your brand as meeting your customers’ needs for choosing such attributes as trendy (or timeless, classic), wholesome, corporate responsibility, green and sustainable, luxury, value, experience/experiential or other brand attributes most likely to draw your brand’s target market. For both types of branding, B2B and B2C, you will be incorporating features but will be selling benefits.

MCKERNS DEVELOPMENT AND PR SPECIALTIES:

McKerns Development and PR develops quality content for websites, writing professional articles in the fields of business, eco-friendly (green and sustainable) businesses, consumer, corporate, brands, services, manufacturing, non-profits, medical and healthcare, architecture, development, interior design, resorts and marinas. Articles are placed onto owner websites as naturally keyword rich searchable content, boosting search results and providing quality traffic to websites. Articles are search engine optimized and contributed to and placed with industry specific trade press, and inserted on business and consumer media sites, highlighting the client’s expertise, services, products and leadership.

The McKerns Development and PR firm provides expertise in Public Relations, Strategic Business Development and Marketing, and writes fresh strategic PR and marketing content on the McKerns Development and PR website and blog: http://www.mckernsdevelopmentandPR.com.

Leslie McKerns

@strategicprpro

Strategic public relations and brand building specialist – turning startups into brands and bringing brands to new markets.

· http://www.mckernsdevelopmentandpr.com

http://www.linkedin.com/in/mckernsdevelopmentandpr

McKerns Development and PR . 264 Cypress Trace, Royal Palm Beach, FL 33411.  

561-305-4264. lesliemckerns@mckernsdevelopmentandpr.com

Copyright 2012. All rights reserved.