building a brand building a brand Archives - CarsonPR

This is a topic that can always be spoken about. Mainly because most pr clients, advertisers, and publicity agencies do not fully understand how to create a branding campaign, or build a brand product.

It starts with a plan. A Marketing Plan would be best. Inside the plan should be the different marketing strategies that outline in detail what your company goals are to be achieved and what will it take to attain those goals. So how does this relate to BRANDING? Glad you asked. It is just one small part of your pr marketing strategy.branding campaign

When you or your advertising agency creates a campaign for your product, or company image, consider what it is you are trying to achieve. If it is to be memorable, or have humor, or be a serious campaign, then this is how the branding will start. Branding also starts from within a company. From the CEO, to the president, to the office receptionist. But that’s another area of branding that we can discuss later.

Let’s get back to your ad campaign, or publicity campaign. If the idea that is presented looks good, feels good, but you as the pr client just says “that could be our competitors ad if you take out our logo”. Well, consider this, are they using that campaign, or that slogan, or those images. If not, then maybe you are in the old school. Just as I read in Brandweek, an article called “The Doing of the Thing”, by Mike Wolfsohn, points out that this type of thinking can make you be left behind the competition, instead of being the competition. He uses several examples; one in particular is the MasterCard “Priceless” campaign. While the competition, Visa, is trying to position them as the card that is used everywhere, MasterCard takes the personal approach making it more emotional. Anyone of the other card companies could have used that as their idea, but MasterCard did it.

So don’t throw out an idea because you feel the campaign is too generic, make it your brand, make it become your slogan, or image. That is one way to start building a brand. To learn how to create a brand in more detail, give George Carson a call. He can get you noticed so that YOU become the competition. Call him at 949-477-9400.

Building a brand takes a well planned and coordinated effort by the publicity agency, the pr clients and in most cases the marketing department who develops the pr marketing strategies. But when you need to re-establish a name, that can become a different challenge.

branding with pr marketing strategiesRecently we were contracted to help market the Laura Scudder’s brand. Many of you may not remember this name, but it was one of the best known brands in Snack Foods during the early 50’s through the mid 70’s. Although the original company started in the late 1920’s, it wasn’t really popular until the early 50’s. If you are a PR client who was in business during that era, or publicity agency in Orange County during the 60’s or 70’s then you know the name.

In order to re-build back the name recognition, we began with the logo. Keeping the scrip style type is important. The style that is used today is a modification of what was used in the late 80’s. The publicity it garnered over the years was positive, so it was decided to continue with that font. The images will now include many of the “past” illustrations, such as the Mayflower sailing ship, which was used during the 60’s. Other designs will also be picked up from the era past.

No matter the product, re-branding a name requires the same tactics as it would when building a new brand. The only advantage, the name Laura Scudder’s had a position in the marketplace, we just need to re-ignite that name and image through a publicity effort. The literature we created for the newer items, such as the dry dip mixes capitalized on the freshness and the original illustrations from the packages.

As we progress further with the branding of the Laura Scudder’s name, I’ll keep you posted with the pr marketing strategies and creative we use.

Where do you start?

building a brandIn order to build a successful branding program for a company name, or a product requires several steps. To begin, you need to make sure you have a plan in place.

Branding is more than plastering your name on ads, flyers, or on your web site. It is more than running a bunch of radio or TV spots. Yes, this will get your company noticed, but only for the period of the media schedule.

It starts within the company. It is the culture that is developed. Some people mix their branding with a company’s "mission statement", or their company philosophy. These are separate and need to remain separate. Building a brand takes time. Some company’s are impatient and cannot wait the few months it takes to gain recognition, so they spend a lot of money on various media to get the word out.

This will help jump start any branding campaign, but it is short lived. You need to have a consistent plan that is more than a one shot campaign. I could go on to explain this further, but it will only become a long blog. <a href="http://www.technorati.com/claim/uwjgsy8u4d" rel="me">Technorati Profile</a>My point in writing this is to help pr clients realize that branding should be a very important part of your business plan and should be implemented in order to compete in today’s market.

If your company needs some guidance in developing a branding campaign, please give us a call. Our free consultation can show you how to incorporate a successful branding campaign into your company.

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Jun 212006

Branding is now more important than ever

Before you say anything, like "Oh no, not another branding article"…let me explain.

The term Branding is getting more recognition than ever. No matter whom you speak to (in business), or what publications you read, the term BRANDING pops up. That isn’t the reason why I am again talking about branding, it’s because today this is definitely something you need to do to stay competitive.

BUILDING A BRAND is not just slapping your logo on a bunch of envelopes, or on brochures. A real branding program starts within a company.

From the CEO, to the company president to the person answering the phone. It includes your tag line, or slogan; it is how customers, clients and consumers perceive you. When conducting internal business meetings to sending internal messages, they all should reflect the branding image.

All industries are getting more competitive and to stand out you need to build a solid brand image. This is not something that will happen overnight. That’s another good reason to start now, if you haven’t already implemented a program. Be sure your pr agency or pr client understands how to create a branding program.

Branding should be part of all your publicity activities and in all your advertising materials and ad print campaign. Press kits to the media should quickly identify the brand you are developing, as well as any correspondence with the media, such as editors, writers and publishers. You should immediately implement a signature for your emails using your company’s branded image. It is time to make this be an on-going part of your daily business activity. In the long run, it will give your company the competitive edge.

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Your Mission Message

I was wondering this afternoon if any companies have taken publicity to another level.

Well I think I found one.

I saw Dan Janals‘ blog that spoke about the Wynn hotel in Las Vegas using publicity at, and what I call, the next level pr.

He mentioned that when he purchased water from the hotel (Wynn’s own brand) it tasted so good that he complimented the worker on its fresh smooth taste. The worker’s reply was "does it make you want to gamble?’

According to Dan, he thought "now that’s a mission statement!" He also realized all of the workers and the different sections of the hotel (registration, restaurant) all gave you the feeling of wanting to be there. That in turn will get people who enjoy the gaming part want to stay longer.

Then as he entered the elevator, he noticed all the buttons had names of the floors, like spa, casino, rather than First Floor, etc. This is another way of re-enforcing their mission statement…which is all connected to their BRANDING.

You will notice more and more that building a brand has become essential in building a successful business.

Make sure you include with your publicity a branding program. It’s the smart way to do business.
 

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