Hello Reader, Here again to share my views on Strategic Public Relations & Branding. Nowadays independent entertainment company's are trying to re-brand themselves and their artist, as our world and industry changes. Some of you are like me, trying to start a entertainment business in a billion dollar industry. There are so many companies out their and you want yours to stand out, but your probably sitting their asking yourself how? Some think that with Branding & PR, it's easy, they're just looking at the basics rather than the overall outlook. I'm going to break it down for you, from the things I've learned while taking my classes at Full Sail University, experienced on my own with building a foundation for my entertainment business company.
A brand is often associated with a logo, tagline, color and graphic elements, however there's so much more to branding than what meets the eye. Branding is the customer experience with the brand and the value gained by associating with it. The brand should deliver on those expectations and when done right it becomes a memorable and recognizable brand. Branding elements should always include a Mission Statement, Memorable Tagline, Brand Image, Values & Value Platforms and Maintaining Your Brand.
Below are examples of each element:
Mission Statement: This is where you should describe what you are trying to do. This is the reason for the company's existence and the value that the company creates. In order to become recognizable, the mission statement must be brief, yet contain the essence of your purpose.
Memorable Tagline: The tagline will express who you are, what you do or what your company accomplishes.
Brand Image: Website, stationery, colors, logo, tagline, mission statement, business cards, postcards, brochures, collateral, newsletters, mailers, rate sheets, warranties, informational cards, posters, signage, advertisements, letters, project sheets, bios, headshots, products, product names, branded or corporate clothing, and etc count for your company’s branding image.
Values and Value Platform: The Company values should mirror the mission statement. Must be honest and true ethical treatments and business practices, dedicated service(s), quality craftsmanship in the creation and delivery of products and services and consistently repeatable to use them as a platform.
The PR strategist and brand development expert will assist the Company to discover values, create a Value Platform, absorb the values into the company culture, rules and systems, and let others know of your expectations. Honesty is a fundamental foundation of a brand, and it is the bases of customer evangelism (positive word of mouth), so don’t be caught with your brand down because it won't be easily forgiven.
Maintaining your brand: An essential marketing technique, and once your brand platform is established…don't surprise your customers.
If you are founded on an environmental platform, don't suddenly abandon the environment or be discovered that you are, because it is inconvenient and sometimes slightly more costly.
If you are founded on transparent and economical price, don't hide tacked on fees or management overrides and if you work for a family company, don't be family insensitive too.
Branding a company is not only the name and visible recognition; it is its face in the business community and what people think of and know you stand for when they hear your name, your products or your people.
A recognizable and consistent face for your company is when someone sees anything written or spoken about a company; they should be able to identify both the company and the values behind it.
Communicate the essence of your brand and the value of your brand to all associated with it through all marketing, public relations and advertising methods.
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