The Art of Branding & Communication.
May 13, 2015
The Art of Branding
& Communication.
Whose face would
you
remember?
Am I MORE to the veil that masks my identity?
Points for Consideration
� Your Brand is the only realcompetitive advantage you have in today’s business environment.
� Your Brand defines your personalityand identity.
� Your Brand is what makes you unique instead of becoming just another face in the crowd.
What is a brand?
Surprisingly, not many organizations understand what branding really is about.
A brand
� is about identity
� differentiates you from the competition
� mirrors how others see you
� communicates your vision, goals, culture and credibility
� is a powerful competitive advantage
How PR Build Brands
EXPLAIN AND COMMUNICATE YOUR PERSONALITY, PULLING THE HEART-STRINGS AND ALTERING PERCEPTIONS AND OPINIONS
COMMUNICATE THE
FUNCTIONAL ASPECTS OF THE BRAND
WITH CREDIBILITY & COMPETENCE EMPHASISING
THE SUBSTANCE THAT BACKS YOUR BRAND
�EMOTIONS�PERCEPTIONS�AFFINITY�SATISFACTION�IDENTITY
�TECHNOLOGY�INNOVATION�PROCESSES�EXPERTISE AND KNOW HOW
BRAND
Experiential Functional
Communication Stakeholders
Consumers &
Other Publics
Management&
Staff
Partners, Vendors
& Suppliers
PR &
Branding Mix
Value of PR
Scenario 6 months direct campaign in dailies & trade publications Publicity sustaining programme for a single product
Spheres ADVERTISING PUBLIC RELATIONS
Average cost Total $250, 000 or
$41,000 per month
Total $30,000 or
$5,000 per month
Result Visibility achieved Visibility achieved
Differentiation Factor
Content is controlled
Self -proclaimed
Content is influenced
Endorsed by third party
Audience reaction
Skepticism / cynicism
Disbelief or doubts remain
Acceptance / trust
Credibility is achieved
PR & Branding
� PR creates stories, opportunities and publicity that close the gap between what you want to be, and what the consumer thinks you are.
� Remember always that a brand is what the consumer says it is – so we must undertake activities to either enhance or change the perception of the consumer.
� A brand is further enhanced by adding sustained experiences across multiple touch-points in various situations.
Trust me, I CAN ma
ke things
work better.
Who We Are
• Little Business Bureau is a hive of creativity and ideas that seeks to address branding and communication needs of clients targeted at enhancing brand positioning and identity, build brand equity and customer loyalty, and manage overall
corporate image.
• LBB is backed by the Little Group’s digital and print capabilities to offer effective and practical solutions in the areas of strategic management, brand management, marketing communications and public relations, and image management.
Our Mission
Our mission is clear:
To facilitate and enhance communications for clients aligned to their overall brand strategy.
Our Philosophy
Good Public Relations is a story well told
� Brings out the personality and identity of the brand
� Builds brand equity and consumer loyalty
� Compels consumers to want to share the brand with others
� Dynamic strategies devised and adapted to various stages of the brand’s growth
Our Approach
What Makes Us Different
Approach of most consultancies: Our approach is holistic:
Business
Operations
Management &
Strategy
Etc.
PR
“PR campaigns and
activities are about glitz
and glamour”
hence the attention and focus tends to be isolated,
singular, and separated from management and operations
of the organization
Etc.
Brand Equity
Credibility
Visibility
Opinions& Mindsets Values
&Perceptions
CRM
Loyalty
Business Operations
Management & Strategy
Stakeholders
Identity
PR
=
Project Processes
Typical Project
Client Overview Development Implementation
Management
Strategies
Culture
People
Operations
Situation Analysis
PR Campaign
Alignment
Positioning Statement
Intelligence
PR Blueprint
Execute campaign, monitor impact and
effectiveness of campaign; refine and
hone PR blueprint
LBB Solutions
Retainer Services Ad-Hoc Projects
Comprehensive suite comprising
� Media Relations
� Stakeholder Engagement
� Internal Communications
� Industry / Regulatory Engagement
� Customer Relationship Building
� Market Intelligence
� Event Conceptualisation & Management
Add-on services:
� Perception audit
� Media audit
� Mystery shopper programme
� Business plan / grant writing
� Crisis management
� Proposal Preparation
� Awards Management
We incorporate a range of digital and traditional media channels and technologies to bring about optimal and effective solutions to meet clients’ needs and requirements.
Brand Blocks
Corporate Brand
Product / Services Brand
Corporate
Communications/
Branding
Creative Product
& Services
Profiling
Romancing &
Loyalty
Programmes
Influencers
Mapping
Positioning / Re-Positioning• important to target audience
• based on real strengths
• reflect some form of competitive advantage
• capable of being communicated simply
Publicity Process
4. RELATIONSHIP
Outreach, viral bulletins,
Inform, Educate, Promote
2. ADVOCACY
� 3rd party endorsement
� Visibility
� Placements
1. BRAND PROMISE
� Essence of the Brand
• Positioning in the marketplace
• Marketing form
3. EXPERIENCE
• Benefits & accessibility
• Different tastes
YOUR BRAND
Integrated Communications
Internal
External
Fixed
Variable
Employees & Partners
Marketing/ Corporate
Public Comms
Campaigns & Promotions
Brand Promise
Mission
Vision
Values
Positioning
Goals
Strategy
Delivery
Acceptance
Our People
Roy Phang | DirectorMBA, University of HullBachelor’s Degree, National University of Singapore
• Branding • Crisis Communications• Media Relations• Market Intelligence
Darryn Johnston | DirectorBachelor’s Degree, University of Canterbury
• Marketing & Branding• Media Relations• Events & Project Management• Customer Relationship Management
Strange how something LITTLE can make a large impression