Building Brand Success with Proactive PR
What is Brand Success?
‘Success’ - everybody defines it differently. Is it everyone being aware of your brand? Having incredible sales figures? Generating plenty of media coverage, social media engagement, website traffic? Or is it building and maintaining an excellent reputation, and positioning yourself as an industry leader? The good news is that a smart PR strategy can help you achieve all of the above.
In this blog, we’re taking a look at the value of PR in brand success, and how PR should be at the forefront of your businesses strategy.
Don’t Just Make Noise. Make News
A single, positive article is great, but the real power lies in consistent, positive, media coverage. Consistent coverage, drip fed in a planned and sustained manner, has the capacity to build brands and transform your business. Whilst one standout feature may earn you brief attention, we aim to focus on attaining a steady stream of quality coverage that keeps your brand in the spotlight for the long haul.
Regular press coverage introduces your brand to a wider pool of customers or clients whilst raising your brand’s visibility. Even if it feels like there’s nothing ‘newsworthy’, or ‘notable’ happening, there’s always an angle worth sharing. Product launches, team updates, and company milestones can all create buzz, drive meaningful media interest, and keep your brand at the forefront of people’s minds.
Yet, positive media coverage does more than generate excitement surrounding the business, it plays a crucial role in improving your business’s online visibility through enhanced SEO and provides a positive paper trail to fall back on when hiccups arise. When your media coverage includes links and clear calls to action, it can drive more visitors to your site and support your website performance goals ranging from improved SEO and searchability to driving new traffic from additional demographics and ultimately making it easier for potential customers to find you online.
Higher visibility in search results drives organic traffic, reach, and impact. And as your SEO performance improves, so does your potential for generating leads and driving sales, having a powerful effect on your business.
Credibility Is Your Competitive Edge
Brand success is built on trust, and without it, even the best products or services can be hidden in plain sight. A well-executed PR campaign helps establish trust by showcasing your brand’s credibility and authenticity. Through editorial features, case-studies, and additional positive media coverage, PR positions your brand as a reliable and credible voice in the industry.
Editorial coverage from trusted media sources acts as a powerful third-party endorsement for your business and earns attention through credible storytelling and genuine interest. This makes it one of the most effective and trusted forms of marketing, giving your brand added authenticity and influence. People believe what others say about you more than what you say about yourself, which is why reliable media coverage carries such a significant amount of weight.
Sales Start with Storytelling
If sales are your ultimate measure of success, PR can play a powerful role in helping you hit your KPIs. Whilst PR isn’t a direct sales tactic, it influences buying decisions. Whilst a marketing strategy will aim to sell products and create leads, PR operates differently. PR is about nurturing relationships, strengthening your reputation, and building trust with people who matter.
Whilst different in its objectives, PR doesn’t compete with marketing – it works in tandem with it. Smart PR helps steer people towards your brand; whether its via media attention or press coverage, PR alters public perception. When your brand is featured in the media, mentioned in a blog, or in the newspaper, it increases your businesses visibility, in turn, driving traffic towards your brand. Creating a strong, positive image in the minds of your consumer is something that is earned through consistency, and a solid understanding of the brand, your consumer, and the market. Successfully defining your target audience aids this process, whilst helping draw your target market towards your brand. If an individual recognises that your brand values mimic their own, they may be more likely to choose your brand over a competitor.
Just like Taylor Swift, now is the time to enter your ‘Reputation’ era
Your brand’s reputation is a critical asset, and it matters more than you might think. In one way or another, credibility, sales, and visibility, hinge on reputation.
PR plays a significant role in shaping and maintaining that reputation, making it an essential component to any business strategy. A strong reputation does more than influence opinion, it has a tangible impact on a business’s ability to attract clients and compete effectively within the market. Whether it’s building trust with clients, or progressing opportunities to new partnerships, your businesses reputation is a powerful asset. With savvy PR, businesses can take control of their narrative, respond strategically to challenges, whilst maintaining a positive presence, both online and offline.
PR plays a vital role in times of crisis. Public opinion can shift overnight, and negative news spreads quickly. Crises are unavoidable, but PR can mitigate damage. With a well-crafted communication plan, which focuses on transparency and a quick response, brands can manage public perception and begin rebuilding trust. When handled effectively, a crisis can become an opportunity to show accountability and resilience.
Impact – Where Brand Stories Begin
‘Success’ is defined differently by everyone – whether its additional media coverage, excellent sales figures, or a solid reputation, it means something different to everybody. Whatever your goals, strategic and consistent PR isn’t an optional extra, it’s essential to driving long term brand success. Staying consistent with your messaging and media presence retains your brand’s credibility. Whether it’s building visibility, trust, or reputation, Impact is here to help you lead the conversation.
Get in touch with us today.