Over time, especially when it comes to consumer choices, many have come to discover that branding actually matters. A lot of consumers will not mind splashing some extra cash to acquire products from a particular brand because such brands have time and again proven to be consistent with producing quality products and in a addition, giving their customer’s continuous reasons to trust them. The truth is when your brand is trustworthy, your customers will remain loyal to your brand and when your customers are loyal to you, they will buy more from you. Hence, many have taken serious steps to make sure that their branding is one which will draw many customers.
What then is branding? Well, branding is the process of creating a positive, yet unique perception of one’s company in the minds of customers by several means such as their logo, their theme, their mission or goals, and also through advertisement. Branding aims to bring something different for their customers that will not only attract additional customers but will also retain or keep these customers.
BRANDING AND PUBLIC RELATIONS
Public relations has been described as traditional or useless by many. However, it has been proven time and again that public relation is very important to a brands reputation. A lot of organization have discovered that when public relation is deployed, it can go a long way in increasing or improving customer experience. This aims to create, manage, and improve the brand. Let us look at few ways public relation can help in brand management.
IT CAN ‘CONTENT' EFFECTIVELY
By means of public relation, a brand can market content effectively. Content marketing is a marketing approach that focuses on creating content that is unique, relevant, valuable, and consistent, in order to attract a defined set of customers. PR, on the other hand, has been about researching extensively to understand customers needs. This enables them to create content that will persuade and inform customers.
PR creates a genuine relationship with customers to understand what they want and with this knowledge, they are able to carry out successful content marketing. No one does content marketing better than a PR professional.
IT PROMOTES BRANDS AND PROTECTS THEIR REPUTATION
PR ensures that the right relationship is established with customers. It takes a long time to build a solid reputation, but it can take minutes to destroy the reputation a brand has tried to build for many years. And in the age of so many social platforms, it can be very easy to influence peoples perception of a brand.
Good PR allows a brand to do the right thing at the right time, ensuring the right people are aware. A brands reputation is the most precious asset an organization has and if it is not properly protected, a brand might start to lose customers. PR makes sure that when an organization makes a mistake, it takes immediate actions to correct their mistakes and protect the reputation of the brand. Indeed, PR is very important in brand marketing.
THE AGE OF SOCIAL MEDIA
As our world evolves and becomes more internet oriented, it has become clear to many that the influence of social media cannot be downplayed when it comes to brand management in our modern era. In a world where social media platforms can greatly affect brand management, many brands have begun to make the transition to those platforms to improve PR and brand marketing. The fact that these social media platforms, such as Instagram, Facebook, LinkedIn, Twitter, amongst many others, are available for all means that basically, any brand can promote its identity on those platforms.
With this new development, many brands have started to explore the use of social media for PR. Let us see how social media can be used to improve PR and brand management in our modern time.
USING ONLINE PLATFORMS FOR PUBLIC RELATIONS
As stressed earlier, public relations is very important in creating a relationship or bond between a brand and it’s customers. This fact cannot be overemphasized. PR activities help to ensure that a brands image and reputation are shaped in such a way that it supports their goals and purposes. It also encourages more sales for an organization and expands the influence of the brand.
In an age where most consumers are connected on social media platforms, PR has been successfully integrated with several such platforms. Social platforms have been used to connect with customers effectively and for brands to carry out consumer-related researches. By means of these social platforms, brands can pass positive messages to a selectively defined audience as well as responding to bad news as quickly as possible. This, of course, means that PR professionals who use social media platforms will have to be attentive, creative and fast thinkers.
Influencer marketing is a great way of promoting brand management. It involves creating a mutually beneficial relationship between brands and social influencers (people who have an active following on social platforms such as journalists or celebrities). This relationship forms a bond of trust between them and then when such trust is established, the influencers can help promote the brand’s product to their followers. This is a great step especially for brands that are starting and are trying to build a reputation. Nonetheless, established brands can also benefit from influencer marketing.
RESPONDING TO CRISIS AND NEGATIVE FEEDBACKS
No brand is free from crises, whether big or small and social media allows such brands to provide customers with an update on the crisis that might hit the company. With the way bad news spread like wildflower on the internet, having a social platform can enable brands to respond quickly to negative news or feedback from the public. Such swift responses can help in protecting the reputation of the brand.
When well utilized, social media platforms can be an important tool in creating a good reputation or successfully protecting an existing reputation. It can also be a great way of being one step ahead of your competitors.