Effective Ways of Branding Your Company to Increase Name Recognition
Increasing name recognition is only one aspect of the branding puzzle, but an
important one as it is totally embedded in any meaningful PR
campaign. It is particularly perplexing to a company well known in a
certain market, but disappointed at the
lack of carry over in name recognition upon entering a new geographical area. Think of the following well known brand names and you
start understanding the importance of branding: MC Donalds, Nike, CNN, Google
etc. These names did not become household names by coincidence by the correct
application of branding.
This article will try to shed some light on the need
for good branding.
Develop all collateral and image
materials (web, stationery, logo, tagline, mission statement, cards, postcards,
brochures, elevator pitch, newsletters, letters, project sheets, resumes, bios,
firm description, etc.) to coincide with the brand and your message. Very important unless your target market is color
blind (which I doubt), I am talking about the correct application and
consistency in the use of color and images.
Develop a mission statement that
shows your reason for being and the value you provide to your customers. The mission statement should not change at the whim of
you moods but should be planed to last the life of your brand.
Develop a memorable tagline that
expresses who you are and what you do. A strong tagline or byline helps develop a larger than
life image of your brand. You may wish to consult your spiritual guru to help
craft one.
Regularly write and issue press
releases to the media as well as post them on your website. The keyword here is "regularly". Press releases that
communicate a consistent picture of your products or services are more likely to
be picked up by the media who in turn help communicate and promote your brand to
your target market. Also
regularly
write and pitch feature
story ideas to the media. "Journalists increasingly use web sites as the first
point of contact. Silence on the site looks like incompetence or a denial mostly
in times of a crises" stresses Joseph Reriani Executive editor of
Prudent Press Agency on the
importance of regularly keeping your website updated.
Get known for niche expertise or
specific industry knowledge. (speak, write, present, teach). People are more comfortable doing business with
acknowledged experts. Take advantage of every opportunity that gives you the
chance to speak, write, present and teach on your specialist area.
Try participating in professional
internship programs related to your field.
There is something miraculous about employing charity
to promote your business - it simply works. Some people find it despicable but
those who have employed it in the past will attest to its effectiveness. I guess
those who detest to its application as a publicity tool have to pray harder for
society to purify their intentions in giving charity. Charities deals with real
issues that society is passionate about and journalists are well aware of this.
Participate and sponsor local
charitable efforts; get your name in the program the charitable cause
distributes; get your name in the press surrounding the event.
Develop tip sheets as to
how your company is different than your competitors and why this makes a
difference to teaming partners and to your end users-your potential clients.
Include these differentiating tips as the basis for all your branding
statements.
Tune-Up
Branding your company is key to
influencing a memorable response in the minds of your chosen audience. It is not
only the name recognition of your firm, but also the perceived value of your
organization. Joseph Reriani
- PR Consultant
This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a PR expert and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at jreriani @ PrudentPressAgency.com. You may freely copy and re-publish this article without altering any part in the body.