An effective brand strategy differentiates your company or products from your competitors’. How do today’s small business owners get there, push the growth? Usually by having an experienced PR firm delve in. Align with a public relations expert who can identify your best marketing opportunities, as well as any business challenges that need addressing.
A brand strategy is effective when used as a roadmap conveying what, where, when, how and to whom a company should prioritize communication. Some examples:
- Carefully crafted messages are part of the equation, be it in your press releases, at speaking engagements, your choice of vendors and partners, in your advertising, you’re your tagline, you collateral material, and beyond.
- Where a small business runs advertisements is also part of the brand strategy. There’s thought and purpose behind the audiences you choose to communicate with. Not every advertising vehicle meets the criteria you should be using.
- “Branding” isn’t simply about a nice logo. What you communicate visually and verbally also are integral aspects of the brand strategy. Not all creative is appropriate for the spirit of your brand. Not every employee should participate in a media interview. In fact, not every media opportunity is a desirable one. A good PR firm helps you evaluate and pursue the opportunities that can deliver strategically – and not potentially damage.
Every Small Business Benefits from a Solid Brand Strategy
A skilled PR firm will help you navigate these innocuous looking waters – which if you aren’t mindful of, can dampen your perceived business value. In short, every element of your business or practice should be evaluated at the brand strategy level.