Tag Archives: company

Why a coherent brand message is so important

image(17)Too many people overvalue what they are not and undervalue what they are.” – Malcolm Forbes

Building a brand identity today is a strategic part of developing a business; it’s the defining
difference between having something people can relate to, and just having a standing product or service.

When it comes to branding initiatives, the early stages are the most critical – the stages where developing a story and persona that your audience can attach to the product or service will set the stage for what happens next.

The problem companies find themselves in is not clearly defining these objectives before they get to market. Many times over, products, services, or businesses will make their break in the market and fail because of a lack of coherent messaging. More often than not, the lack of clearly defined objectives is exhibited across all communication channels. Inconsistent tonality, different visual assets and varying language will lead to confused consumers – ultimately, causing a break in the chain from market to consumer.

Whether it’s the company website, social media, or promotional material that’s being
disseminated to the public, all messaging needs to sound consistent. For a product or service
to sell itself, it has to sell an idea to the consumer, but capitalize this across their
communication channels. In other words, the messaging and brand identity should sound the same on your website and Facebook, as it does on Twitter and Instagram.

Although each platform sends out communication in a different manner, what makes these
vital to growing an audience is the specific way it interacts with those audience members. If you call your brand fun, engaging and emotionally driven, but don’t respond to customer inquiries or interact with them on Twitter, your brand isn’t holding true to its values. Platforms that look inconsistent, or do not communicate certain values to the public, will not amplify the brand identity.

In the initial stages of development, a critical component of building a brand is to seek the
advice of communication professionals who can help develop core messages to accompany the launch. These messages can be used to build your platforms, and can ensure that all individuals working on the account understand exactly what the company stands for and where it will progress in the market.

Thoughts on how to build a coherent brand message? Tweet me @Sam__Dickson

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Why do I need public relations?


“Why does my company need PR?”

It’s a question I’ve seen more often than I’d like to admit. As an aspiring PR professional, it’s a love-hate relationship when it comes to answering this question. On one hand, my passion for the field makes me cringe at the thought of a company considering no form of public relations. On the other, I love answering this question because I can inform people on the impact PR strategies have on their bottom line goals.

This question may come from current business owners, to new entrepreneurs, as well as
students creating their own personal brand. The answers as to why may vary slightly, but the
overall intentions behind implementing PR strategies remain the same. Some may argue that you need to start the business before considering public relations. I’d make the argument that it’s never too soon to start protecting and building relationships with your stakeholders. After all, if you make the investment, why wouldn’t you want to do whatever it takes to maintain its reputation?

Here are a few of the main reasons why you need PR:

  • Reputation Management. This should be somewhat of a given. A large portion of hiring an in-house PR strategist or an outside agency is to help you manage your
    reputation as a business. Your business is only as good as the reputation it has among your most important stakeholders.
  • Crisis Communication. If/when negative comments arise around your company, the first person that will (hopefully) notice will be your PR manager. We’re trained to stay on top of the company’s performance and perception among the audiences. This includes dealing with a negative situation quickly and effectively if it arises.
  • Branding – one company, one voice. Public relations is also necessary for filling gaps caused by miscommunication. Whether it’s communication materials, or social media channels, public relations practitioners can assist in creating one unique voice for your brand. If your materials each convey a different message, you lose coherency as a brand, as well as your audiences’ understanding of your business. It’s important to keep your messaging consistent to ensure that everyone understands what it is you are offering.
  • Exposure and business development. The goal of public relations is to help you, or your company gain exposure among your audience. This includes building relationships with your stakeholders, as well as building the business in general. PR seeks to help you gain earned media that will contribute to meeting your overall objectives and build your
    company as a whole.

Why else do you think a company needs PR? Tweet me with your ideas @Sam__Dickson!

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