There are a lot of theories on branding and how to build a brand. With much of the advice being given based upon the exciting buzz du jour.
But there is only one tried and true way to build a brand strong and fast: publicity!
Why is publicity such a friend to your brand?
Here are a few reasons:
1. Gives you credibility:
By generating publicity for your brand, you have an opportunity to build a 3rd party endorsement for your brand, your product, your service, and your ideas.
The 3rd party endorsement is important because it enables you to be seen as credible and as worthy of attention.
2. It is cost effective:
Many companies and people lead with advertising.
But advertising isn’t the most cost effective solution in any instance.
Publicity on the other hand can be quite cost effective and can be repeated over and over again.
Even if you are employing a PR agent or agency, the ROI of publicity can be tremendous.
3. Allows you to educate your audience:
Publicity besides being cost effective and enabling you to gain credibility through a 3rd party, also offers you the opportunity to position yourself in a way that allows you to educate your audience.
In most instances, when you are dealing with a publicity campaign, you are put in a position to be seen as an expert.
Being an expert, you are awarded a level of respect that gives you the leeway to educate.
Being seen as this educator and expert, enables you to maximize the impact of your publicity.