We are talking about brand basics. Today, Brandon defines value, brands are not logos and logos are not brands. A brand is the full expression of an organization, the public's perception of the brand. Ultimately, a brand is reputation. Brandon is the strategic process that goes into forming the reputation and how an organization presents to the world. It's a sum total of the brand story, the brand's visual identity and the message is communicated to audiences. The strongest brands are designed to be long lasting in evergreen. For your reference, I have included a few books on the process of branding. There are so many good reads in this area. These are just a few. Although many people think about advertising first, when we talk about brands. Public relations is integral to creating and maintaining reputation, and always is working to advance the mission. The term brand actually means to burn, and perhaps many of us are familiar with branding livestock to show ownership. But during the industrial revolution is when branding of packaged goods came about. Advancements in manufacturing created the mass production of goods. More goods meant more choices for consumers, since companies now had more competitors than ever before, there was a sudden need to stand out and take ownership. In 1881, the US Congress passed its first trademark act. Branding as intellectual property. In the 1950s and 60s is when modern Brandon was born. Over time, we've learned that branding as well, you need to stand out. Your brand is the set of perceptions people have about your company, but branding is the set of actions you take to cultivate, that brand. Brand is the noun and Brandon is the verb. Public relations is part of Brandon, branding is important because it helps you stand out from competition. Branding builds recognition. Branding also creates a consistent brand experience for your customers. Branding should also create a connection with your audience and turns that audience and a loyal consumers. I hope you'll notice that much of what Brandon aims to do is that public relations management function. Public relations helps build and maintain a brand's reputation. Brand loyalty is the positive association consumers attached to a particular product or brand. Brand loyalty is demonstrated by repeat purchases of a product, even when the consumer has choices of competing alternatives. Loyal customers are the ones who will purchase the same brand regardless of convenience or price. These loyal customers have found a product that meets their needs, and they're not interested in experimenting with another brand. For me, that's diet coke. If I stopped to grab a diet coke and the gas station only has Diet Pepsi. No way on to the next to find a diet coke, same thing about price. Boulder County added a tax on sugary beverages, which makes my diet coke more expensive. For now, I'm still brand loyal. Public relations uses messaging strategies to connect with consumers and move them to be loyal customers. Some of you may not be loyal brand consumers of diet coke, but I would say that most of you would recognize the brand. PR plays a long term role in creating a positive perception for brands. PR helps to create brand understanding and education and facilitates customer loyalty of the brand. Public relations shapes, opinion, inspires action and changes perspectives about brands. PR builds perception and manages the brand reputation. It is the bridge that connects brands with consumers and builds relationships to sustain the brand. As PR practitioners, we put more emphasis on two way communication and this ensures feedback from consumers to ascertain brand experience and value. Brand identity, just as the name suggests, is the way a brand presents itself to customers. Very simply, brand identity is the company's face, which also reflects the values, personality and ideas of the company. Brand identity is a result of the collective effort of the organization and its management to create an imminent product was distinct characteristics. It determines the way the organization wants to be recognized by the target audience in the market. Brand identity is a result of the collective effort of the organization and its management to create an eminent product with distinct characteristics. It determines the way the organization wants to be recognized by the target audience in the market. Brand identity is a total of all the brand components created by the company and the aim of depicting a correct image of the company and the eyes of the consumer. On the other hand, brand image represents the complete impression about the product or brand in the mind of the consumer, considering all the sources. While the creation of brand identity requires the active participation of the company. Brand image is a passive thing that is created by real experiences of people consuming the product. On the other hand, brand image represents the complete impression about the product or brand in the mind of the consumer. While the creation of brand identity requires the active participation of the company. Brand image is a passive thing that is created by real experiences of people consuming the product. Ultimately, public relations works to ensure that brand identity and brand image align. A brand can convey multiple levels of meaning. First attributes, which are the specific product features. For example, safety is an attribute commonly associated with Volvo. Benefits are the attributes translated into functional and emotional benefits. Like maybe my Mercedes been suggests wealth and lifts my self esteem. Values are the company values and operational principles. I'll come back to this in a second. Many brands also include personality, or the human characteristics we associate with a brand. Brands create value for consumers and organizations in a variety of ways. Public relations is about brand storytelling, meaning we want to advance the brand's mission and talk about the core values. Not all consumers think about our brand in the same way. So pr messaging seeks to meet them where they are and ultimately work for brand ambassadorship. We want to create positive word of mouth about our brand, and one way to do that is to get people to use the brand. This goes back to my example of Starbucks, I order a grand pike and this cup of Coffee cost me over $2 and 50 cents. The reason I pay that much, knowing it does not cost that much to brew. But I go back to Starbucks because of the brand expectation, my coffee will always be hot, it'll always be made to my specifications. The drive through as quick and the staff is always friendly, the taste, it's always the same. This is why I continue to frequent Starbucks. I hope you are beginning to see the management function shine through. Public relations is most valuable when you strategically. And effective organization, all the major functions are linked together by a common set of strategies that tie to an overall vision of the future and an underlying set of values. When all of the elements are in sync, the company grows in a steady profitable manner. In large measure an important role of the communication function is to help balance the needs of all stakeholders. Employees, investors, customers, communities, as the organization makes key decisions. Brand equity is the measure of the perceived worth of a brand. Brand equity is linked to brand recognition. Brand equity is created as customers become increasingly and more personally aware of your brand. They must first know that it exists, then form positive or negative opinions of it through their own interactions. And finally arrive at a subconscious value they associate with your brand. Public relations can play a key role in strategy that generates consumer interest. PR helps to set the narrative and create word of mouth. PR can also help to create and develop valuable consumer relationships. We like to do business with brands we trust. And targeted PR is just one technique to capture the audience's attention. So to close this video remember that public relations is the strategic management of relationships between an organization and its diverse publics. Through the use of communication to achieve mutual understanding, realize organizational goals and serve the public interest. Strategic management allows an organization to integrate its overall purpose and long term vision. With internal capabilities and current and upcoming external environmental pressures, including socio economic trends and competitor actions. The strategic plan helps an organization adapt to an ever changing world and provides a framework to build and maintain mutually beneficial relationships. As well as to anticipate and effectively deal with potential problems and opportunities.
