HAND IN BRAND: PR'S ROLE IN BRAND DEVELOPMENT
A business’s name, logo, colours and other physical attributes are an important part of branding – but they are certainly not the only important elements. Creating a brand is about differentiation and a promise (that is delivered), and communicating these attributes consistently through websites, advertisements, HR, personal dealings with customers/potential customers and of course, your PR.
Your business's core characteristics and values should flow through to every facet of your PR campaign.
- How is information physically presented to the media - should this be done conservatively (as a formal letter or standard media release) or does your business culture demand that you do something with a little more ‘edge’?
- Do the quotes included in your media release reflect the tone of your organisation and those that lead it?
- Are you addressing the issues that your brand ‘demands’ you should care about? And are you addressing them in a manner consistent with your brand?
- Are you just telling the media about your business values (eg. quality, integrity, value for money) and personality (fun, friendliness) or are you actually SHOWING them.
- Before you put information forward to the media have you thought about the different reactions it will create in different sectors of the public – are these reactions inline with your brand and are you keeping the right people on-side? Remember your brand exists in your customers’ heads – not yours, and different audience groups may have slightly different perceptions.
- Be careful of over-extending your brand into unrelated areas in the media - this can weaken overall value and cause customer confusion.
