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Brand creation and positioning through PR measures

11/16/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The importance of branding and positioning in today's competitive business world cannot be overemphasised. A clear and strong brand helps companies stand out from the competition, gain customer trust and achieve long-term success. Public relations (PR) plays a crucial role in creating and maintaining a brand identity. In this article, we will explore how companies can use PR measures to strengthen their branding and positioning.

Why is branding and positioning important?

Uniqueness and recognisability: A strong brand stands out from the competition and is easily recognisable.

Trust and credibility: An established brand exudes trust and credibility, which encourages customers to use products or services.

Customer loyalty: Customers who identify with a brand often remain loyal and are willing to pay higher prices.

How PR influences brand building and positioning:

Storytelling: PR professionals are experts at telling stories. They can package the company's history, values and visions into inspiring stories that strengthen the brand identity.

Media coverage: By placing positive stories and articles in the media, PR professionals can shape and influence a company's image.

Crisis communication: In times of crisis or negative reporting, PR professionals can perform damage limitation and restore customer confidence.

Events and PR stunts: Organising events and PR stunts can increase a company's visibility and create a strong brand presence.

Steps to successful brand building and positioning through PR:

Define brand identity: Clearly define who you are, what you do and what your brand stands for.

Target group analysis: Understand your target group and their needs in order to develop targeted PR measures.

Messages and key messages: Develop clear messages that reflect your brand and values.

Storytelling strategy: Tell stories that support your brand identity and appeal to customers.

Media relations: Cultivate relationships with journalists and media outlets to get your message out.

Crisis plan: Create a crisis communications plan to respond appropriately in difficult times.

Success stories in brand building through PR:

Apple: Through targeted PR measures, Apple has created a brand that stands for innovation and elegance. The release of groundbreaking products is often accompanied by great media interest.

Nike: Nike has established itself as a brand that stands for performance and athleticism. Their PR campaigns, which tell inspiring stories of athletes, reinforce this positioning.

PR is a powerful tool to influence brand building and positioning. By developing a clear brand identity, communicating targeted messages and utilising storytelling strategies, companies can gain the trust of customers and build a strong brand presence. PR professionals play a crucial role in shaping and maintaining this brand identity.

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