0 comments on “Why your image matters”

Why your image matters

When you see content from a new brand for the first time, you immediately form an opinion. Whether it be consciously or sub-consciously, it happens. This will then be swayed and moulded by every piece of content you see from then on, effecting buying behaviour, word of mouth, advertising and PR. If you feel strongly against a brand, you’ll probably voice your opinion, therefore, it’s key to always leave the best impression possible.

Throughout this blog we will be discussing the leading creative brands that stand out in their industry, who have created their own high-quality niche to be head and shoulders above the rest.

Apple

Apple is one of the best examples of what branding can do for a business. Every piece of content Apple creates is modern, stylish and more importantly, consistent. Think of an Apple advert; a stylish white background with a shining black iPhone jumping out of the background, but that’s not all. Apple take attention to detail to the next level. Immaculate packaging and high-quality materials make even the unboxing of a product feel like a treat.

All of these factors help to mould this classy, modern, sleek image of Apple, but they’ve backed it up by creating market leading products through being a step ahead of their competition in both product creation and marketing.

What we can take away from Apple is that the small things add up. Every bit of attention to detail results in a constantly impressive package, setting the bar for other tech competitors.

Dyson

Dyson could be described as the Apple of the home appliances industry. They’re a creative, innovative company that’s constantly coming up with new cordless and bladeless products. They take a product as simple as a fan and asks themselves how they can change things like no one has ever done before. They then produce a product that has no blades and is simply a metal oblong that shoots out cold air. It’s incredible, but the fact that they do this on a consistent and regular basis is what really matters. Therefore, Dyson have branded themselves as the most creative, high end manufacturer of house hold electronics. So much so that instead of saying hoover, a lot of people will refer to theirs as “My Dyson”. Just like Apple where able to accomplish with the “iPhone”, It wasn’t a phone, but an iPhone.

Bang and Olufsen

Bang and Olufsen (initialised as B&O) is the pinnacle of high end stereo equipment. They’re in their own class along with Bose, Sony & Sennheiser. B&O are also famously known for their punchy price tags which in turn can be associated to their sense of superior quality and design.

B&O follow Apple in terms of their branding, they use lots of whites & greys and have their products as the centre of attention, usually in some sort of luxurious setting. The consistency with which they’ve done so has led to the company being regarded as one of the most luxurious and sought-after options in a crowded market. How has their luxurious branding and marketing helped them? It helped cement their brand as a high-end/high cost market leader for home audio products, which meant that anyone in the market for such items would take them into consideration. The reputation and aesthetic of the brand acts as a selling point for the hefty price.

By now you’ve probably realised that we’ve used the term ‘consistent’ a fair few times. Well, that’s exactly what good branding is; consistent use of the same principles across your whole business.

Using the same styles, fonts, colours, and images all combine into one package. If your brand image keeps changing these factors, then a solid image will never be cemented in a consumer’s mind. A fortune will also be spent on design and advertising, meaning the more changes you make, the more confused consumers you’ll have.

Strong branding principles that challenged the traditional status quo and created a firm brand identity in their consumers mind. All three of these brands have also mastered the art of simplicity. Your branding can be more effective if its simple. The message is put across effectively and the images are clear and of a high-quality.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and digital marketing strategy. We can help you boost your business. Email michael@brookscomm.com or call us on 01483 537 890. 

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0 comments on “Surrey’s latest chartered PR practitioner!”

Surrey’s latest chartered PR practitioner!

Chartered CIPR PractitionerI was delighted to learn recently that as an accredited practitioner who has kept up my CPD I was able to attend a Chartership day and get Chartered. I recently completed the Masters Level Diplomas in PR and internal communications which gave me confidence to put myself forward for the assessment – but must admit when the preparation work arrived and as the day got nearer, the nerves started to kick in. It is that on the spot aspect of assessment, a bit like a French oral test or a driving test, which is particularly challenging. But nothing ventured I thought….

The day itself was equally interesting and rigorous. Five of us per group in three 90 minute sessions on leadership, strategy and ethics. It definitely wasn’t for the unprepared. We had a case study to review ready for discussion and then the topic was widened to get our opinions and our own examples from Practise. Not everyone passed on the day but there is the opportunity to go back a second time and retry.

Those of us who were successful really felt as though we had achieved something high level. It was great to meet a variety of senior, interesting professionals from all areas of the PR industry and really committed assessors who put us through our paces. I hope to stay in touch and continue the conversation with all of them.

More than that, it felt fantastic that as an industry we have evolved the services that we offer so that we are more accountable and what we do is more measurable – more than ever, we have to prove ourselves and achieve measurable success. We are not perfect of course – there is always more to learn and develop. We need to keep listening to the changing needs of our clients and develop our skills and competencies and share experiences. We are challenged more but the role of a PR Practitioner is more interesting and more rewarding than ever.

Mandy Brooks MCIPR certificateTo all Fellow Practitioners, when you’re ready, definitely get Chartered and to all clients and potential clients looking forward to sharing the benefits with you and to inviting you to our 21 year birthday celebrations soon……..

 

0 comments on “CBC flying the flag for Great Britain”

CBC flying the flag for Great Britain

It’s been announced this week that according to recent figures, we are officially out of the financial crisis. The UK economy has emerged from recession – we’re the last major economy to leave it, but we got there! The recovery may be slow and growth is gradual, but it’s been said that our best prospect remains to be in exports.

“The trajectory for the recovery, particularly in the next six months, is an uncertain one and the best prospects remain an export-driven turnaround.” – Lee Hopley, chief economist at manufacturers organisation EEF.

At a roundtable event this week, I was presented with the opportunity to get involved with launching Chinese companies in the UK. A fantastic prospect for a valuable partnership, but it got me thinking – exporting really is the future for the UK economy. When people think of exporting, often people assume that it’s the selling of products abroad, but what about services?

Like us, I’m sure a lot of other professional or business service companies work internationally – this is another example of exporting which is just as valuable to the UK economy. We’ve worked across the continents over the years at CBC, including US, most of Europe and Scandinavia, Israel, India, Pakistan, several parts of Africa, Australia and now China, and we continue to offer international PR campaign management as one of our services.

We’re flying the flag for the UK, bringing money back to support the economy. Let’s get involved, help UK companies thrive by working internationally, and do our bit to keep the UK out of recession.

Chaz

0 comments on “A thought from us on the Budget…”

A thought from us on the Budget…

Yesterday’s budget from Chancellor George Osborne has got everyone talking…so we thought we’d share a thought from us..

Something that stood out to us was how promising the upgrades in travel sounded, alongside the funding for “superfast” broadband and wi-fi in UK cities.

It’s really encouraging to hear about the investment into the improvements of rail links and that the Budget is looking into the future of aviation later in the year, alongside funding for broadband and wi-fi in 10 UK cities.

We all have fantastic means of communication these days and so much of business is done over the internet or phone in some shape or form. The broadband and wi-fi funding supports this and helps keep Britain green. Equally though, the fact remains that there is still no replacement for face-to-face meetings, which is where this travel investment comes in. Top level customer service and loyalty is vital to drive businesses forward, which requires both face-to-face meetings and online communication.

By this Budget addressing both of these concepts, the future for maintaining strong relationships with customers both at home and abroad looks promising.

In Guildford, we’re situated really well with great rail links and close proximity to airports – international business is thriving here and we can only assume that Osborne looking into the future of aviation will help to build on the business community here.

0 comments on “Advertising vs PR”

Advertising vs PR

I’ve seen a lot of new adverts this week, and it’s really got me thinking about the value of advertising as opposed to PR. We live in a world where advertising surrounds us constantly. Whether its banners on the side of the road, adverts on the TV, posters on public transport, pieces in magazines…everyone knows why companies and services advertise: to promote, inform and inspire and, ultimately, sell.

Everyone recognises that advertising costs, too, but companies are prepared to pay because they know its value; publicity leading to an increase in profit. Advertising is a great publicity tool, but the best publicity is continual, rather than one-off adverts with no follow up. With advertising, this can get really quite pricey, and sometimes it’ll be tricky to maintain the publicity.

What about messaging – can you really believe everything you read/see/hear? Some consumers may be sceptical about what they see advertised. I know I can be – largely because I’ve bought stuff based on promises made in adverts, and the products haven’t measured up; the danger of over-promising and under-delivering. Consumers know that wherever the advert is, it’s been paid for, which can minimise the validity and power of the message communicated.

PR offers you a cheaper, more valid and longer lasting solution. Sure, if you’re outsourcing your PR efforts, this does cost. But by a company investing in PR long term, they can build their profile in their sector or community to have more impact, and the value received will far outweigh the costing.
PR can get you places where advertising can’t, especially when your budget isn’t never-ending. When looking for advertising, you could be bidding against some big companies with big budgets, so you’ll have more competition. With PR, if your story is interesting and relevant to the feature, then you’re much more likely to get publicity. Your competition is limited to companies that are relevant, not those that can boast big money.

PR may also secure opportunities for next time, too. Journalists will learn more about you via liaison for the feature, so are more likely to remember you.

Now, don’t get me wrong, advertising is a great tool for publicity and also works well with PR. It gets you noticed and, if done correctly and regularly, can build a profile. But remember, you don’t have to shed out big bucks for publicity – PR is definitely worth looking into for longer lasting, better value and more effective publicity. And you don’t have to choose PR or Advertising – when balanced, they can work really well together!

Carys