The best communications come from a well-defined and developed brand strategy. For many companies, paying big-name, expensive agencies to build out a strategy is not an option. Where do you start? In a perfect world, success begins with identifying a core mission, and ends with evangelists speaking for you. We understand no world is perfect, so here are a few corporate secrets that will help you win the branding and PR game:
1) Style May Change, But Brands Should Stay the Same.
Nike is an optimal example of a company that remains true to its core values, but stays relevant as style evolves. The company sets trends in advertising, often earning coverage based on its new campaigns and sponsorships. Nike never drifts away from its main purpose: Bringing inspiration and innovation to every athlete in the world.
2) You’re One in a Million! Now Go Tell Everyone.
Find what makes your brand unique, then follow in the footsteps of Red Bull. The company knows that people drink its energy beverages to not only stay awake, but also to experience life. Its content series focuses solely on things that are exciting and energetic, from music to extreme sports. As a result, the company generates more visibility and sales with these campaigns, all while supporting its core brand message of energy.
3) Listen and Co-Create!
Top auto manufacturer Ford understands that successful branding aligns with customer desires. The company’s Ford Fiesta Movement succeeded because the company listened to and provided a stage for its core customer base. A thousand Fiesta drivers created easily shareable and relatable content (short videos, posts and photos) that were both useful to and supportive of the brand.
Avoid the temptation to change your messaging or brand with every new and exciting marketing idea that floats around. The most successful brands are the ones that stay true to core brand promises, and deliver consistent and relatable content.
We asked 14 well-known, respected marketers and authors a simple question: If you could impart only one piece of advice about branding, what would it be? See what experts like Chris Brogan, Scott Monty, Laura Ries and the American Red Cross branding team had to say. Download Vocus’ 2014 Branding Rules eBook now!
