Public Relations Tip: The Beginning: Building an Authentic Brand

The Beginning: Building an Authentic Brand

Branding. No, not what they do before the round-up at the Crown Vee ranch, although if you don’t brand you’ll be just another among the herd.

Branding is what identifies you to the public. Once known as identity marketing, your brand defines your business, How You Look+How You Speak+How You Act=Your Personal Brand bubble quote for blogpost on branding by John Shiffert of Michael Kleiner Public Relations & Web Designdefines who you are, and what you intend to accomplish. Or, at least it should.

As a run-up to the Feb. 23 SBN Best Practices Forum (a plug for what should be an entertaining and informative event) we’ll look at some of the basics of branding, brand creation and brand management, because, in 2017, your brand epitomizes your business, or at least how you want your business to be recognized in the public eye.

Before you start any kind of brand creation, brand campaign, or re-branding, one requirement stands out before all others. Your brand must be authentic. Not what you hope to be some day, and not what you think you are, it must be authentic to who and what you are, right now.

How do you know that? Well, you can ask yourself, who am I? But, being objective about yourself isn’t always the easiest thing to do. You need outside direction and structured feedback from the public, and if you listen, they’ll tell you who Quote from Eric Erwin: The hardest thing for marketers is to turn over the brand experience to the community and let them define it". Complement to blogpost on branding by John Shiffert, Michael Kleiner Public Relations and Web Designyou really are. Think about polling your followers on Facebook or Twitter or gathering some colleagues together for a focus-group-like event. Remember, constructive criticism is helpful and that you might have to check your pride at the door if you want to discover how your business is perceived by others.

An example of an authentic brand?

How about Michael Kleiner Public Relations and Web Design?

We’ve been around since 1999, and we do indeed make the unknown known. Just go to www.kleinerprweb.com to see examples of our work and our Marcomm services.Jeff Bezos of Amazon provides quote on branding to complement blogpost on branding by John Shiffert, Michael Kleiner Public Relations and Web Design

Media Tips of the Week, Part 2 You’re an Expert
at What You Do

Every business has a story–and more

Sustainable Business Network of Greater Philadelphia logo, Michael Kleiner Public Relations and Web Design and Apps
There are stories and expertise among SBN and all its members.

Last week’s tip talked about how publishing a book establishes your status as an expert in that area and how my memoir about Norway led to being interviewed, though about a tragic event in the country.

There are other examples where you can receive more positive coverage for your expertise. The keys are knowing “what makes you different than a competitor who does the same thing? How do you do it differently or better? What is the uniqueness? And  “Strike when the coals are hot.” In other words, timing is everything. In this rapid 24/7 smart phone, app, immediacy news world, whoever answers the call first is going to get the coverage. There’s a service, Help A Reporter Out (HARO), that sends out e-mails three times a day with queries from reporters looking for sources for stories they’re working on. The queries are broken down into categories with the times and date of the deadline. It’s amazing how many have deadlines on the same day. If the deadline is 5 p.m. today and you see the query at 3, you can’t waste time.

Topics for Norway might be a place in the news that I visited; Norwegians winning medals in the winter Olympics. Can I present a look at the culture of winter sports in Norway, such as skiing was invented in the country?  John has written four books dealing with historic aspects of baseball. Someone is chasing a record. John could talk about the person whose record is being chased, how he compares to the chaser. Notice on the news shows, a guest author will be introduced as “the author of…”

Among SBN members, there’s Chilly Philly Ice Cream and Little Baby’s Ice Cream, both of whom make homemade ice cream, but in different creative ways and flavors. There are at least eight caterers, three members that make their own beers. This is just part of the food category of the membership. And what about SBN as the leader in the green economy? There’s always an expert with a story–or stories-somewhere.

 

Tip of the Week: Expertise in your field can net media coverage

Another way to get publicity is to realize you are an expert at what you do. This is never more true than when you write a book because people who have not written a book are envious of those who have. You’re an expert on that subject.  Sometimes publicity falls in your lap as happened to me, though because of a tragic event. I wrote a You're the Expert art for blogpost Expertise in Your Field can net media coverage, Michael Kleiner Public Relations & Web Designmemoir, Beyond the Cold: An American’s Warm Portrait of Norway, which shows how, I, though not of Norwegian descent, developed an affinity for the country, culture and people, beginning when I lived in Norway for a year with my family at age 11, and my return trips as an adult.

On Friday, July 22, 2011, Anders Breivik set off a bomb in the center of Oslo, then went to the island of Utøya, where the Labour Party was having a youth retreat. He slaughtered almost 70 young people, including a friend of my friend’s 18-year old daughter. This occurred at the confluence of another event. In Summer 1992, I attended the International Summer School at the University of Oslo with 500 students from 70 countries. In 1996, I planned a trip around the 50th anniversary of the ISS. Before I left, I was contacted by the student organizer asking me to speak as an alum at the event.

That tragic Friday was the week before the 65th anniversary event and I had planned to e-mail good wishes that day. While I worried about the safety of my Norwegian friends, I worried that ISS could be a target. I issued a statementAsk an Expert graphic for blogpost that you are an expert in your field, Michael Kleiner Public Relations & Web Design that Mt. Airy Patch used. The following Sunday, I found messages on my Facebook and LinkedIn pages, voice mail, and e-mail from Pat Loeb of KYW Radio. Notice the different media channels she tried. She was looking for someone to interview with a Norwegian connection. She Googled and found me. I didn’t think it was proper to mention the book under the circumstances, but I was introduced as a Norway expert and she mentioned the ISS’ upcoming 65thanniversary. She used the quote (about 10 seconds) when I talked about what made the ISS successful, but the point was, “This (Anders Breivik) is not the Norway I know.” She also interviewed a college professor. I am a member of the Norwegian American Chamber of Commerce Philadelphia, which didn’t exist then. She could have had a choice of actual Norwegians to offer reactions. But, she found me.