Is your message not being heard? Is your brand not being noticed?
I bet you have the greatest product in the world. It could even be the greatest product/service in existence? Once it catches on you’ll be compared to Steve Jobs, right? But, if it’s not heard & nobody notices it none of that matters.
The single most important thing about your business’s success is whether people hear about it or not. In essence, that’s all brand building is about – finding the right audience for your message & letting them do the work.
Of course, there’s more to brand building than just “message matchmaking.” Customer service, quality of product, need in the marketplace, the companies mission & values and so much more go into a business’ brand.
The truth is there’s not one thing that makes up a brand which makes building it a little more daunting, especially if you don’t understand what a brand is to begin with. A lot of experts in the world today can give you their confusing explanations of what a brand is. The clearest definition that I’ve ever come across,however, comes from Marty Neumeier’s book, The Brand Gap:
“A brand is person’s gut feeling about a product, service, or company. It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSON’S GUT FEELING, because in the end the brand is defined by individuals, not by companies, markets or the so-called general public. While companies can’t control this process, they can influence it by communicating the qualities that makes this product (service) different than that product (service). When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what YOU say it is. It’s what THEY say it is” – Marty Neumeier, The Brand Gap
When you look at brand building with this definition in mind it becomes clearer that it’s all about building a reputation. The best way to do this is through the use of public relations because it helps you build your reputation by controlling narrative.
Fundamentally, public relationships is simply the art of storytelling. It you a chance to influence your business’ reputation through the stories you tell. Your goal is to tell stories about your business based on universal themes we all share as humans. By doing this you will connect at a deeper level with your audience.
Building A Connection
Finding stories within your business that humanizes it, is a lot easier than you may think. You can start with telling stories about the inner workings of your business that show off its passion & humanity. Building from that foundation you could try out any of these 5 Story type to build a connection:
Something you may have tried out & it didn’t quite workout the way you wanted it to. What lessons did you get from it that your audience would find useful?
A project or business process that you did that increased revenue or productivity. Take you audience though a step-by-step reenactment of the idea.
A Customer Story
Told from their experience using your product/service & how it helped them out.
This is where you go into a situation expecting one outcome & getting a completely different experience. What did you discover that you didn’t think you would?
Find relevance is a story that has nothing to do with your business.
Through telling stories to build your brand will give you the opportunity to position your product/service within the hearts & minds of your prospective audience. Before you know it you’ll build that audience that will help you spread your message.
It’s no secret that we’re overloaded with information & it doesn’t seem to be slowing down. In a world where everyone is yelling for our attention simple PR practices gives you an opportunity to stand out from that crowd. Few businesses are telling stories about their purpose & its core values. Stories that humanize your company in a way connects to your target audience & build a strong lasting brand that stands out by not yelling.