Need some advice on how to do public relations for a small business? This article will give some different ways you can grow your brand awareness with public relations and some resources you can find online.
Why is it important to be visible as a small business?
You cannot put out an APB to see what your competitors are up to, so how do you find out about your competitors? By looking in all of the same places as them and putting out products they are selling.
The online presence is where the battles are won. They already got their place as the top website, and they have their spot on the top of search engines, and you will never get that first spot.
The people reading the reviews and perusing your product may be enough to change their minds and make a purchase.
If you really want to make it to the top, you have to go above and beyond customer service. I have seen it time and time again where companies fail because of bad customer service.
This is especially true of new products. People don’t like having to work around the kinks in a product.
They don’t want to have to wait for you to get your ducks in a row. If you can provide stellar customer service, you will have a much better chance of reaching the people who will buy from you.
Branding is all about your company or business identity. Five senses make up a brand.
Two sides come into play with branding: the literal side of branding and the other is the emotional side. Two senses come into play for physical branding.
On one side, the visual part of the branding and the literal side of branding are the packaging or advertising or physical appearance of the product. The visual part of branding is the company or brand name, the logo or the design of your logo, and the colors.
The second part of the visual branding, the verbal side, is advertising, the brand description, and style. The verbal side is the style, words, and tone of voice used in your advertisement.
The emotional side is the emotional connection that your product can evoke from the target audience.
You can create these two aspects of brand identity at the same time. For example, when we work with companies to help them develop a visual brand, we do so simultaneously with their verbal brand because we want the message to be clear in both verbal and visual forms.
What should you ask yourself when considering branding?
Remember that your emotional, physical, and verbal brand has to all be the same. It should communicate a distinct message to the audience.
It should communicate why someone should buy your product and what makes it special. It should tell your audience what makes you different from your competition.
It should communicate the value of your product. Every brand has to do all of these things for its consumer. Otherwise, there’s no reason for them to buy your product.
You have to choose whether you want your verbal branding to come from your employees or the visual branding to come from your customers. When considering visual branding, which side of the spectrum is better to be on?
Branders are notorious for building a visual brand. Still, it is actually better to work with customers and brand them as your visual brand because it is from their perspective that you are telling your message. It helps you remember who they are because when they go to your website, your job is to help them remember who you are, what your company does, and what it can do for them.
The visual side of branding is when you look at your website or present your company’s logo or visual brand. With your visual branding, you are creating your company’s identity.
This is where the logo, colors, design, and your website come into play. Your visual brand should be the easiest to see and get a hold of, and your verbal branding should come naturally to you.
If your visual brand can be a visual identity for your company, you are much more likely to be a known company for customer service.
The entire customer experience starts with the customer’s visual brand. They’ll be able to remember your company and its brand if they recognize it from the experience you’ve created.
Customers see visual branding as a constant reminder of their brand’s identity so they can understand the direction and direction of your company’s visual brand.
This creates a symbiotic relationship because the visual brand is the work’s body, and the verbal brand is the eyes to see it.
Take the time to get your visual brand right because you won’t want your customers to forget it. This will give them your emotional connection as a brand that they can relate to.
That’s when you’ll be able to get the most out of your verbal branding and visual branding in terms of acquisition and retention.
It would help if you were mindful of what customers want. These can be very different types of customers: customers that want your company to be creative, different, and unique, or your customer base that wants the “tried and true” services from your brand.
You need to know how your customers want their experience to be and look at what your employees want and need.
Often you will hear employees describe a problem they had, and they will describe it with the help of a graphic to help explain. For example, when an employee gets a lot of email notifications, they may start using the graphic with text that explains how you can get rid of all the notifications from your email.
You can always adjust your visual branding to be more effective in your marketing campaign or your workplace. Take advantage of what your customers want to see and what you want to see and use to create your visual brand, and the messages and feedback from your employees will help you solidify your verbal branding.