BRANDING

Assess your company digital image.

When people want to find out about your company today, it’s likely that they’ll google. Self-assessment is necessary and it’s as common as checking tomorrow’s weather forecast. When people look your company up online, they make decisions about your company based on the five measures of online ID:

• Volume—how much of the content is about your company? (If the answer is “a lot of content, “your company must have something to say.)

• Relevance—how consistent is the content with who your company says it is?

• Integrity—is it easy to determine what results are about your company versus others who share your company name?

• Diversity—do your company results include multimedia (images, video) or are they all text?

• Validation—do your company results include testimonials, recommendations, awards, etc., to validate its self-assertions?

Your company goal is to ensure when someone checks out your company Google results, he “sees” the same person they would if your company were standing in front of them. To stay on top of your company web results, set up a Google Alert.

Home in on a statement about your company.

Once your company is clear about your company brand, condense it into a statement that defines what’s authentic to you, what distinguishes your company from your company’s peers, and what makes your company relevant and compelling to your company’s target audience.

An additional note: Make sure your company’s brand is relevant for today and positions your company for where your company wants to be tomorrow. There’s an aspirational aspect to all brands, so evaluate your company’s brand statement through that lens.

• What does your company do better than anyone else? 

• If your company were to receive an award, what would it be for?

• What words do people use to describe your company when they introduce your company to others?

• What unique ingredient does your company contribute to everything your company do? Without your company, what would be missing?

• What makes your company lose track of time when your company does it?

• What makes your company feel most confident? 

• What would not be like it is if your company had not been a part of it?

• What do people come to your company for? 

• What is your company most proud of?

• What’s the most unusual or quirkiest thing about your company?

• What would your company do if your company knew your company could not fail?

When your company has achieved clarity about its brand, your company can tell its story, which is the most efficient way to engage, and attract the people who need to know your company so your company can achieve its goals. Your company’s story has many forms. Start with two of the most important real-world elements: your company’s pitch and your company’s bio.

Your company’s pitch is essential for connecting with those your company meets. It should be brilliant, not boring. Stating your company’s name, title, and company puts your company at the boring end of the scale. Telling people, a little more about your company will move your company closer to brilliant. Remember: Your company must refine its pitch to make it relevant for each scenario or person your company encounters.

Your company’s bio is the most important career tool your company has - as important as your company’s resume. It’s the place where your company tells its story. Your company’s online resume is a proof document that confirms what your company says about itself. Your company’s bio, Wikipedia page or registry with a business-to-business website is its online image. It’s a powerful tool for connecting with people emotionally when your company knows how to craft it. After creating your company’s pitch and bio, it’s time to publish it.

THINGS TO CONSIDER WHEN CREATING, MAINTAINING OR REVAMPING YOUR COMPANY'S BRAND

What is brand identity?

Brand identity is more than just your company’s brand’s logo or product. It’s the general impression your company leaves on consumers, and the recognizable brand attributes that make your company distinguishable from competitors.

Put simply, a brand’s identity is its personality. It’s based on every experience and interaction with your company’s brand—those your company controls and those your company doesn’t. Your company’s brand identity is the defining emotional bond between your company and your competitors. And that bond is key when purchase decisions are made.

What are branding assets? 

Branding assets are the core elements of your brand's identity. It's what your company uses to represent itself. Some examples of these assets are below.

· Logo

· Tagline/Slogan

· Product Features

· Packaging

· Brand Promise

· Mascots

· Color scheme

Why is brand design important?

With the digital space being more crowded than ever with many brands having increasingly similar products from one competitor to the next, branding design can be a key differentiator in helping a brand stand out and resonate with target audiences. For brand managers, protecting brand integrity and reputation are top priorities. Growing brand trust, value, and recognition starts with making the right brand assets accessible, communicating clear guidelines, and enabling on-brand re-use. A brand’s design should ideally represent the personality of a brand, its values, and it can be a powerful tool in shaping consumer attitudes about your company’s brand. Sometimes, a memorable logo or catchy color scheme can leave a longer-lasting impression on consumers than any big-budget ad campaign.

What is branding design?

Branding design describes how a brand chooses to visually represent their brand identity to the public. When talking about branding design, it typically refers to key brand elements such as the logo, color scheme, typography, and other design components that make a brand stand out from competitors, and recognizable to consumers.

Besides these main elements of brand identity design, branding design also more broadly refers to how a brand chooses to express themselves in both the physical and digital world; whether that’s on social media, in physical stores, or even the interior design of company office spaces.

It’s becoming increasingly important for companies to ensure their brand design is conveyed consistently across all touchpoints—often by using brand strategy guidelines—to reinforce their brand image in the minds of their audience, helping to leave a lasting impression and strengthen connections with the brand.

Resources for Successful Branding

Adforum

DesignRush

PM Solutions

Los Angeles, California - May 2023 - Public relations (PR) is a potent marketing tool that helps shape the public's perception of a business, brand, product, or service. By leveraging public relations strategies, companies can increase their visibility, build credibility, and enhance their reputation. 

PM Solutions Marketing Agency specializes in helping clients get featured in news outlets, offering a range of services, from media relations to content creation and social media management. With our expertise, clients can create powerful, impactful campaigns that shape their public image, boost their visibility, and build recognition with consumers.

Statistics show that PR campaigns generate coverage seen by over 10 times more people than advertising. Moreover, 84% of people trust their friends and family's recommendations about products, services, and companies more than other forms of advertising. Public relations can also help companies establish relationships with key influencers, such as journalists, bloggers, and celebrities. According to a survey by PR News, 81% of people trust influencers more than traditional celebrities.

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By focusing on PR strategies, we help clients create a positive brand image, reach a greater audience, and establish and maintain customer trust. PM Solution’s expertise in brand storytelling and digital marketing allows development and implementation strategies for clients to achieve their goals. Contact us today to get featured in a major news outlet and elevate your business's public image.

RESOURCES FOR PUBLIC RELATIONS

PM Solutions