Effective brand communication will help your business thrive. It involves a combination of marketing services aimed at communicating with your customers. Like any strategy worth its salt, brand communication pulls together integral marketing components.
At GNL, that entails public relations, brand voice cultivation and reputation management. These are essential elements when it comes to brand communication. But they aren’t the only tools in our arsenal. Public relations is important for brands wanting to build a favourable public image. As an endorsement tool, public relations is often overlooked by brands. Successful public relations helps position brands as frontrunners in their sectors. It is especially critical amid today’s social media Cancel Culture climate.
When media outlets publish a story favourable to your brand, it is an endorsement. Potential customers will read that story. They will pay more attention than when they see an advert for your brand. Why? Because by publishing the story, the media outlet is telling its audience to trust the story. They are saying to their reader, listener or viewer: we have checked this story and we find it to be true.
This is not always the case when it comes to advertising. People generally see adverts as pushing the brand’s agenda (which, let’s be honest here – they do). A potential buyer might take an advert about a car with a pinch of salt. There are, after all, so many slick ads about cars out there. ut if they happen to read a positive news article about a car they like, they are more likely to go ahead and buy it. That’s where the hidden value of public relations comes in. It’s the value of the third-party endorsement of the media.
Another critical pillar of brand communication is brand voice cultivation. When it comes to brand building, it is vital. A successful brand voice cultivation will help set your product or service apart. Almost 80% of consumers refer to a product through its brand name. About 75% recognise a brand only by its logo. A global company like Adidas sticks to a strong brand personality. It is clear in its purpose and intent. The message it delivers is consistent. This is why Adidas is so recognisable around the world.
Rounding up a successful brand communication strategy is reputation management. This involves boosting a brand’s reputation and ensuring positive perceptions about it. Phases of reputation management include building, maintaining and recovering a brand’s reputation. Its broad scope can encompass social media management or even public relations.
Whether it’s digital marketing or old school marketing that you’re after, we can help.