Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products .
An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
Article written by Zach Cutler [Source: HuffPost.com]
Press releases are an essential element of any public relations strategy. These short, compelling documents detail product releases, event announcements and other newsworthy items a company produces. As CEO of the tech PR firm Cutler Group, it’s my job to help take the business dealings of innovative tech startups and turn them into press coverage — and one of the first steps my team and I take is writing good press releases on our clients’ behalf.
Indeed, great press releases do more than keep the media and the industry-at-large informed of your company’s recent developments. They are meant to pique the interest of journalists, who may seek to cover the topic further. Crafting a great press release is often the first step in securing a magazine feature or television interview — and thus, more visibility and new customers.
Considering that journalists are flooded with potential stories and pitches on a daily basis, making yours stand out from the pack is crucial. While the format for a press release is basic, the content of the release should be anything but. Follow these eight tips to write a great press release that will make your company look professional, accessible and attractive to writers looking for stories.
1. Grab attention with a good headline.
The beginning of a press release — just as with a magazine article, book or promotional pamphlet — is the most important. A strong headline (and, for that matter, email subject line when you send out the pitch) will pull in journalists seeking good stories. Your headline should be as engaging as it is accurate.
2. Get right to the point in the first paragraph.
Because reporters are busy people, you must assume that they will only read the first sentence and then scan the rest — and even that’s a generous assumption. Get the message of your press release out quickly. Every important point should be addressed in the first few sentences. The subsequent paragraphs should be for supporting information.
3. Include hard numbers.
It’s easy to fill up a page with a creative, colorful narrative. Leave the artistry to the writers — pack your press release with hard numbers that support the significance of your product or announcement. If you’re claiming a trend, you need proof to back it up. Quantify your argument and it will become much more compelling.
4. Make it grammatically flawless.
Proofread your press release — and let a few other people proofread it as well — before sending it out. Even a single mistake can dissuade a reporter from taking you seriously.
5. Include quotes whenever possible.
There is a source of natural color that cannot be replicated: quotes. Including a good quote from someone in the company or close to the product/event can give a human element to the press release, as well as being a source of information in its own right.
6. Include your contact information.
A common oversight that can render a press release ineffectual is a lack of contact information for reporters to follow up with. Whether you or someone else at the company is the point of contact, don’t forget to include an email address and phone number on the release (preferably at the top of the page).
7. One page is best — and two is the maximum.
As with most good writing, shorter is usually better. Limit yourself to one page, though two pages is acceptable. This will also force you to condense your most salient information into a more readable document — something journalists are always looking for.
8. Provide access to more information.
You must limit your press release to one page (or two, if you must), but that doesn’t mean you can’t show people how to learn more. Providing relevant links to your company’s website, where prospective writers can learn more about your mission and what you’ve already accomplished, is a crucial element to the release. Don’t make writers search on their own for more information — guide them as quickly as possible to your website, and keep their interest piqued.
7 Reasons WHY SMALL BUSINESSES SHOULD HIRE A POSH PUBLICIST!
Have you considered hiring a publicist but their fees are way out of your price range? Do you need a publicist but you've heard the horror stories of "I paid my retainers and got nothing?"
Regardless of the fact that this may all be true, at some point people need to know about your business other than by word of mouth. Publicity has served and still today is the best avenue in getting the word out.
Yes indeed, publicity is the most respected and credible way to get your business seen, but the cost of hiring a publicist can sometimes put a real strain on a small business. This is one of the main reasons a lot of businesses have turned to The Posh Firm rather than large PR agencies
#1 - Customized Plan
Create your publicity plan, customized just for your business, not some template used for all other businesses. Each niche is different, each business within a niche is different, therefore, we all should have a plan customized to fit our needs and our budget.
#2 - Media Savvy
You should learn everything there is to know about the various forms of media and how to get your business noticed by them. You do not have to know everything, but, pick up on those things that you can do by yourself. By doing so, or at least knowing enough, you can more easily weed out PR people who are not right for your specific business.
#3 - Product or Service Leveraging
A good publicist will create the right (or desired) relationships that turn into your clients by leveraging your products or services. Do you know other players within your niche? Do they take you seriously? Do you know how to approach them? If not, your publicist can help you.
#4 - Media Publicity vs. Public Publicity vs. B to B Publicity
Today's internet allows us to incorporate more than traditional media publicity. Small businesses need to be able to incorporate three forms of publicity: Media, Public, & Business to Business. A good publicity agent will never tell all their secrets but, they will make sure you are informed and that you are meeting the right people for your business, which in turn will help you to leverage your own form of publicity. Learn how to get the most of all 3 kinds of publicity! YOUR Posh Publicist can tell you how.
#5 - What Can A Publicist Do That I Can't Do Myself?
Often times we hear people say, that they do all their own marketing. Why do they do it all themselves? Typically the cost of hiring another person or hiring someone without the knowledge of their business are the first two reasons this question is asked. Many times a business owner will know who the other players are in their industry, and will know them well. Relationships and control are two other reasons that people think they can do it all on their own.
What some business owners may not realize is that publicists are more than newspaper advertisers or glorified secretary's. A publicist can help raise the perceived importance others see in you and your business. A good publicist will save you time, which in essence is money!
#6 - Raise Your Street Credibility
Having a publicist who can perform specific PR or publicity functions for your business is more essential than most small companies realize. You don't have to have a full time $5,000 a month retainer to get key components of your PR functions accomplished. Note: The Posh Firm pricing plans are much more budget-friendly than standard industry rates!
More and more, you will find publicists who have struck out on their own, who have key knowledge in certain areas of publicity. Determine the type of publicity that will best suit the needs of your company, and then build on the services you need and want from there.
#7 - Cost of Keeping a Publicist or PR Firm
This is actually the number one reason why most small businesses never hire a publicist. What most large firms will tell you is that they are all encompassing and a small firm will not be able to service all your needs. What most businesses don't know, is that you don't have to start out doing everything. You can start out slow or with only the most important pieces of the puzzle.
Hiring a smaller firm or a publicist who does this on their own can be a great way for you to heighten your Visibility, while building a Mediagenic brand--which would will ultimately translate into boosting your Bottom Line! Contact The Posh Firm today: (727) 417-1023, visit us on the web at www.ThePoshPublicityFirm.com OR check us out on Facebook: https://m.facebook.com/ThePoshFirm/
The Posh Publicist
Hi there, my name is Tawanna. I am a publicist who is absolutely fascinated with all things PR/Marketing/Branding! I immerse myself in publicity & media relations and I utilize my arsenal of "trade secrets" to help give my clients the competitive-edge. In addition to The Posh Firm, I'm a mom, a graduate student for the second time (this time around I'm working on my MBA), an author-- and I also happen to love the world of fashion & beauty!