What is Brand, Design and PR and how do they work together?
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Rachel HargraveAgency Director
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A Professor explained marketing to a group of MBA students…
1. You see a gorgeous girl at a party, you go up to her and say, “I’m rich, marry me!” – that’s direct marketing
2. You attend a party and your friend goes up to a girl and points at you and tells her, “He’s very rich, marry him!” – that’s advertising
3. A girl walks over to you and says, “You’re very rich, marry me!” – that’s brand recognition
4. You say, “I’m very rich, marry me!” and the girl slaps you – that’s customer feedback
5. You say, “I’m very rich, marry me!” and the girl introduces you to her husband – that’s demand and supply gap
6. Before you can say, “I’m very rich, marry me!” your wife arrives – that’s restriction from entering new markets
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Brand…
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A brand is…
• Who you are• The way you work• A description of your product(s) /
service(s)• How you present yourself and your
business to the world• What you deliver and how you deliver it
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It’s soooo much more than a logo…
• What is a logo? – A logo identifies a business in its simplest form via the use or a marque or icon
• What is identity? – The visual aspects that form part of the overall brand
• What is brand? – The perceived and complete image of your business; it’s the complete whole
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• Ultimately, brand is all about delivering your message and making sure it’s reaching the right audience at the right time and getting the right reaction from that audience
That’s brand!
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So why do I need a brand…
• Focus for your business• Create differentiation between you and
you competition• Helps identify your product and service• It can build loyalty / passion amongst
your customers• Consistency
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Give your brand personality…
• Giving your brand personality will help you to define clearly who you are and how you want to be seen
• That then should pull through – very powerfully - to every other aspect of your business… including internal communications, advertising, online, sponsorship activities, direct marketing… and especially your PR campaign
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The opportunities are endless…
• Build and maintain a great reputation• Pro-actively look for opportunities to
show you’re an expert• Comment on current trends in your field of
expertise, run workshops, contribute to the community etc.
• Enter awards – it really helps to raise your profile and adds validation to your expertise
• Build relationships• Convert clients / family / business contacts
into your brand ambassadors
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Three things to remember if you remember nothing else…
• Don’t overlook your competition• Don’t ignore negative comments• Don’t forget who your audience is
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We keep moving forward, opening new doors and doing new things because we’re curious and curiosity
keeps leading us down new paths.Walt Disney
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