I recently traveled to London for an early vacation. Amongst my adventures, I visited the beautiful town of Windsor, where Prince Harry and Duchess of Sussex Meghan Markle reside. As sheer luck would have it, the day I explored Windsor is the same day baby Archie Harrison Mountbatten-Windsor (what a mouthful!) was born. News crews lined every street, and the pubs filled with excited citizens yearning for the reveal of baby Archie on TV.
Two days later, Meghan (postpartum in a white dress and heels – bless her) and Harry proudly showed off baby Archie on live TV. As Twitter flooded with reactions, I couldn’t help but think, “Wow, this baby’s brand literally began at birth.” As part of the British Royal Family, he will always have to be “on” – and can expect to be in the news on a regular basis.
The same principle applies to business. As a new company is born, so is its brand. A first impression can last for many years to come, so it is important to develop effective, ongoing branding goals, strategies and tactics along the way.
What does brand construction entail? After establishing your brand goals, there are multiple building blocks to reach them, including:
- Establishing a digital presence through social media and your website
- Creating community partnerships and customers
- Sharing positive news about your business with the media
All of these efforts create initial deposits into your reputational piggy bank.
But, what do you do if your brand is stagnant? Or, even worse, your reputation has been damaged? Even mature businesses can experience a re-birth – you can re-build and positively change your brand’s image in the court of public opinion.
Whether you’re starting a new business or need a refresh, Fallston Group can help. Learn more about our strategic marketing & PR plans, media training and crisis leadership by exploring our website, or give me a call at 410-420-2001.
