Does Your Brand Have to Be Good?

Does Your Brand Have to Be Good?

Does Your Brand Have to Be Good?

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An undesirable brand masquerading as a good one will soon be revealed as fake. Please ensure that you operate at the highest levels and that your PR marketing strengthens your brand with integrity and accuracy. Create a positive emotional response with every communication.

Consumers are increasingly interested in where their products are sourced from and that the brand is responsible to their staff, the environment and community. They must understand why you offer the best option for their needs. Then, having advised them of the benefits, your brand must keep its promises and maintain a rewarding relationship with the consumer.

In-house effort or a PR agency managed campaign?

Whilst handling brand marketing in house may seem to be a wise cost saving choice, it is often true that company staff lack time, energy and the up to date expertise and innovations to deliver the optimum level of return on PR marketing investments. It is good business sense to work with an outstanding PR agency like Ceres PR, food and drink brand marketing specialists, to enjoy success.

An exceptional PR marketing campaign starts with the agency understanding what makes the brand “tick” and this is one of Ceres PR’s strengths. Your brand is unique and so too is the approach taken by their team.

Honesty is the best policy

A brand marketing campaign mustn’t use false claims. “This product will improve health,” “Our business has a low carbon footprint” or “We support the local community” as headlines sound compelling but there must be substance behind the assertions.

How does the product improve health and where is the evidence, scientific or medical body approval? Why shouldn’t they carry on using Brand A which claims to be the best on the market?

Energy saving machinery and lighting within a factory is excellent, but consumers won’t be convinced about your commitment to environmental factors if they see a fleet of fuel guzzling vehicles and aircraft transporting your goods far and wide. What was the company footprint prior to initiatives? How is the brand restoring any damage that it does to the environment?

Local community projects must be shouted about. From providing the funds to repaint a youth club to fundraising for new kit or hut for a charitable football team, ensure that your target market learns about endeavours. Show your brand cares.

Reach your target market

People like easily locatable, simple solutions. They don’t want to search endlessly; they’re likely to move on to your rivals. Utilise all viable media channels, digital and traditional, to answer any possible questions; to interact and state positive facts and news about the brand.  Communication must be clear and use the brand voice whether it’s a video, social media post, an article on the website or in person at an event. Remember too, that your website is a 24/7 365 day a year shop window so please offer an excellent user experience and sell without being seen to sell.

For guidance about generating consumer trust and sustaining loyalty and positivity, please contact Ceres PR’s brand marketing experts.

Jim Ruby

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