My firm often gets calls from potential new clients looking for a new brand.
That often means that they are looking for a new logo. Sure, a logo is part of a brand. But a brand is more than just a logo; it’s actually a collection of perceptions in the mind of the consumer.
It has a much broader context than a visual brand identity. It is an intangible and exists in the mind of the customer. A strong or weak brand can impact a company or public figure’s success.
That’s why it’s important for companies to actively seek ways to strengthen their brand — because business success is tied to having a strong brand.
Here are some ways to bolster your company’s brand that will aid you in growing revenue:
Engage in active public relations. Since a brand is not yours alone and it resides within the public’s perception, third-party news coverage will not only create greater awareness and top of mind for you, but it will add credibility to the key messages of your overall marketing program. Also, thought leadership in news articles where you are an expert on a topic can do wonders for your business development.
Manage your reputation. The channels that can hurt or help you are much more vast than they were five years ago. What are people saying about you and your company on blogs and social media channels like Facebook and Twitter? Are you monitoring the Web, and are you part of the conversation? You have to actively populate the Web with key messages — positive ones — about your work, products and people. That “stuff” serves many purposes besides building positive perceptions. It will even help people find you and your website easier.
Paid ads. Yes, advertising is paid for and doesn’t have as much credibility as a great news story. But advertising plays a strong role in brand-building. Advertising is free of the filters of journalists and editors and will clearly define your company the way you want it packaged, and can outline your products and services. But it also is responsible for the sale and call to action. If done right, advertising can positively influence public perceptions and drive sales.
If you combine the elements of positive PR, active reputation management and paid advertising, you are on your way to building a stronger brand. And yes, a nice logo helps too.
But a branding program that matters engages the complexity of a brand — and will build company revenue.
