How to Create a Superbrand

Unless you have the time and the millions of dollars to spend, it is not overnight success that builds a brand to become a superbrand. When you hear or see the logos for Starbuck’s, and companies like Google, or exotic cars like Lamborghini you immediately have an image in your mind. So how didSuperbrands these names get so big in recognition? Like I said, it wasn’t overnight. These PR Clients built their names over time. Each of them started out with small pr marketing strategy and publicity campaign. As the companies grew, they created identity campaigns, targeting their specific audiences.

Different methods of advertising and marketing are applied to become a superbrand. This can include local publicity, direct mailers, Internet marketing through YouTube, social networks, even word-of-mouth. All of these pr marketing strategies will work, but only few names become “super”. Just like an athlete, or a rock star, you may have heard of them, but only a few standout when you think of a sport, or a rock band.

Brandweek magazine publishes yearly the Superbrands issue. This year one article discusses what makes a brand super. The writer says Brandweek uses a score method to decide which are superbrands. The scoring is based on comparisons. Although a complex method is used, some of the stats used are the amounts of money each spends on advertising and marketing. This in turn creates awareness and builds an identity. The writer also explains that doing this is why you say to yourself, “I really shouldn’t be spending $4 on coffee, but…”or “I know the Dell notebook is $500 cheaper, but…” These examples tell us that when you say this to yourself, you then have identified a superbrand. When a PR Client reaches this status, it then requires a lot to maintain that position.

Branding sells more than the name but a lifestyle. It is how we want to be perceived by our peers. If you drive a BMW or a VW bug, those around you perceive you differently. This applies to how and what you wear. Fashion has been how we brand ourselves. It is through the “branded names” we buy that helps us to become a specific brand in the minds of those who sees us.

When you want to build a brand, then you need a plan. PR Clients who become successful start with a pr marketing strategy. This marketing plan is the roadmap that will get your name to become super. Oh, one more thing, you need a budget to get there. So be prepared before planning your company’s future.

Your Online and Off-Line Efforts

Too many cooks spoil the pot!

Every 15 to 20 years companies go through this cycle of hiring "specialists" to do the different functions for their marketing of products and services.

How to get pr, marketing doneThis can cause a juggling problem. For example, if you have a PR Agency, an Advertising Agency, then an Internet Marketing Agency, plus another company that handles all the printing for your sales and collateral materials…wow, that’s a lot of coordinating. Now just think of how all these different resources are going to work together. What, you mean they don’t? You haven’t invited all of them to have a general meeting?

Don’t panic, in this competitive climate of "we need to have it done today", pr clients as well as manufacturing company’s feel they need to hire a lot of experts to get the job done. Sometimes this can work. But more often, it gets to be a complicated and coordination nightmare.

I am not saying that one company can be all of these things, but maybe you need to seek a company that has the ability and connections to be the focal point for all your advertising, marketing, publicity and printing needs.

This way your time to do all the coordinating can better be applied to other internal job functions. Review your situation, tally up the hours and see if that justifies your efforts. If not, maybe it’s time to look outside for help. No, this doesn’t mean hire another company to add to the list of outside services. Rather hire a company that can streamline all these services, like us. Yes, we have the expertise to do many of the projects each department needs. And those we cannot handle in-house, we will then be your extension to coordinate the activities so that you don’t need to.

Being efficient is what we do best for our client, and yes, publicity is another major part of our many talents.

See Also

Marketing a Business with Publicity

Staying ahead of the competition

It is an on-going struggle to keep a business profitable. For that reason alone, you need to make sure you have a plan that includes all the marketing tools and publicity programs available. Whether you are a publicity agency, a pr client, or a marketing company, you need to implement some of these suggestions:

  • Keep in touch with clients. Sounds simple. How many times this year have you contacted a client just to see how things are? One suggestion is to draft a letter that can be sent to all customers. Ask if your company can be of further service, or if they have any questions about a recent order you sent to them. This can be generic, but the intro and the addressee should be personalized.
  • Flyers or Postcards. Another excellent way to stay in touch. Use flyers or postcards to let your prospects and existing clients know about any new products or services you are offering. Unlike a letter that is more formal, these get read faster and can generate more immediate responses.
  • Internet marketing. Use email to keep them informed. You can convert a postcard or create a flyer that can be sent as an email. Don’t forget about your web site. Make sure it is informative. What, you don’t have a site! And if you do, when was the last time it was updated? Keeping content fresh is important in today’s web marketing.

These are just a few ideas that should help you get back on track. Communication is important. This is another reason why a publicity campaign should be part of your overall media mix.

See Also