A presentation on Branding & Public Relations

1. Branding & Public Relations
by Chris Cathers

2. Branding
• One of the most important aspects of any
business, large or small, retail or B2B
• Its who you are, who you want to be, and who
you want to attract
• Effective brand gives you a competitive edge
• Your brand = promise to your customer
• The foundation of your brand is your logo, its
your website, packaging, image and promotional
materials— the integration of your logo

3. Brand Strategy
• How, What, Where, When and Whom you
plan on communicating is your brand message
• Where you advertise is your brand strategy
• Your distribution channels are your brand
strategy
• The visuals and verbal message is also your
brand strategy

4. Brand Equity
otherwise known as Brand Value or Brand Recognition
• Consistency + Strategic Branding = Brand Equity
• Brand Equity = Added Value
• Added Value = Perceived Value
• Perceived Value = More Profit
• Ex. Coca Cola vs Generic Soda , canned Tuna
(perception)

5. Defining your Brand
• A process of asking a lot of questions:
• Mission, Benefits & Features, Why?, What and
how do our customers view us?
• What qualities do your customers and prospects
think of your company?
• Research, learn habits and desires of current and
prospective clients.
• Because you think you know everything about
your clients its a great idea to bring in outside
help for this part

6. Great Logo
• Get one! Place it everywhere
• Integrate your brand in your business
• Tagline – what is your company tag line?
• Design templates and create brand
standards
• Be true to your brand and be consistent

7. Brand Trends 2013
• Facebook continue to provide new, richer a
opportunities for brands
• Customized and personalized products and services
• Social Media continues to evolve
• Reducing, selling, and shopping based on
environmentally “green” production and design, fair-
trade and socially conscious consumption on the rise.
• Mobile devices continue to become mainstream
• Brand engagement, differentiate, entertain, and engage

8. Brand Bottom Line
• Understand what is a Brand ?
• Form a brand strategy
• Define what your brand is
• Work on creating Brand Equity
• Get a great logo
• Be true to your brand and be consistent

9. Public Relations
• Managing the flow of info between an
individual or an organization
• The goal is to persuade: the
public, investors, partners, employees, and
stakeholders to maintain a certain point of
view about their leadership, products, or of
political decisions
• Called PR or confused with Press Release
• Most cost effective media

10. Public Relations
• Many companies and organization compete for
limited media space
• Understanding the needs of relevant media is
critical in a successful public relations effort
• Submit press releases (media kit) and follow up
follow up
• Editorial coverage is king of PR
• Online/Offline writers/ publishers need content
and are often lazy
• Edited or not

11. Public Relations
• Maximize your return on public relations investment by
ensuring the relevancy of the content you display
(especially in Social Media, Online/ Offline Media)
• Public Speaking, Blogs, Events
• Have a great USP (Unique Selling Proposition)
“For every case of beer you purchase we will plant a tree” - Caribou Beer, M&M's – “it
melts in your mouth not in your hand”, Toms shoes - for every pair of shoes you
purchase we will donate one, "You get fresh, hot pizza delivered to your door in 30
minutes or less -- or it's free. – Dominoes Pizza
• Engage the editor and reader with the WHY?

12. Public Relations Summary
• Know the media that is relevant
• Most cost effective form of advertising
• Ensure content relevancy
• Harness the power of social media for PR
• Most successful people utilize the power of
Public Relations

13. Your Time is Valuable and Appreciated
Thank You
Questions