How to create value for your brand or business?

Keep your eye on the target

We now have the digital tools, but how do we capitalize on them to create brand stories?

A recent reunion with some owners of large corporations taught me so much and brought my awareness of human behavior up a notch.

The three tycoons were respected and popular people in society.

However, like most of my clients, their question was, "how do we enhance our brands or company position?"

One tycoon even said AI was the way forward, even though I doubt that they're company uses them!

Obviously, this got me thinking and prompted an instinctive answer from my experience in building and communicating brands over the years. And, they were buying me an expensive meal for which I am grateful!

Some of the points I delivered are as below:

• Use the SOCMED tools available (Very potent in the hands of qualified experts)
• What are your brand goals (Expecting sales without investment in A&P is the biggest mistake)
• Who are you targetting? (Know your target audience)
• Do on the ground road shows (Touch on human senses, let the masses feel your product)
• Are you communicating your business in the right way to the masses (Creative use of graphic design & typography please!)
• Brands are not telling stories (A seasoned journalist/PR company is best) 

To say the least, the last item on the list I dare say has been neglected by the majority of companies for a long time.

I was taught by many PR gurus in the past on the art of writing press releases to tell great stories to the masses.

The heritage of the brand - how it started, who started it, who invented the technology, what benefits does it bring to users and etc - is important to the publicity of a brand.

Obviously, the days of printed newspapers are numbered and some of the publications that I have worked with are fading or have faded away.

But it isn't the end of media communications, but the dawn of a new marketing communications era. 

Most companies resort to doing SOCMED and brand communications on their own due to budget constraints. But as we know it, if you put a gun in the wrong hands...

Maybe you guys do not have a clear cut strategy due to a case of too many cooks spoil the soup in the boardroom?

Or, the boss does not like to tell a story but focuses more on the bottom line?

Either way, I highly recommend brand owners and corporations to continue telling stories or hire the right people to write press releases to be sent to news organizations and KOLs.

Education is the key to your success. The history and heritage of your brand must start with the right first steps.

Think about being holistic, sustainability efforts, long-term goals and most importantly, what do you want people to remember your brand for?

Happy creating!

This writer and his associates provide services in media communications, event management, design and photography services. To connect: golfpaths6@gmail.com