We’ve got a brand new podcast up!🎧😆🥰
This episode highlights the influence of the mind on our dream and actions, the place of purpose and order, and what perspective to take when our dreams don’t play out exactly as we envision them.
Listen in now to “Your Dreams and Order”, Episode 12 of the Brave Publicity Podcast!
Listen in here: https://bravepublicity.com/podcast/
Enjoy!
Whatever you hope to accomplish, keep taking steps and keep investing in what really counts for you.
Creating the “Dream and Rise Giant” design and merchandise remains one of my highlights so far as a business owner.
An enjoyable experience and milestone. It represent growth, loads of hard work behind the scenes and being able to rise above challenges.
I hope you love these prints by @bravepublicity, as much as I do.
We have currently in stock:
1) Portraits.
2) Mugs, Price: N1,500 ($5)
3) Towels, Price: N5,000 ($10)
Visit the shop section on our website: bravepublicity.com/shop/ to place an order!
For further inquires, send us a DM (using the contact details on the web below or on the home page).
You can also reach out via our social media platforms).
Appraisal is a very important phase for strategy improvement and implementation in the field of corporate communication and public relations.
It helps publicists and communications specialists define accurately action steps and improvement opportunities required for a brand or business to achieve certain milestones or success.
In light of the present-day communication assets and innovations, a number of things define brand appraisal for Corporate Communications and Public Relations.
Let’s explore some more, these five (5) areas:
One of the first steps for towards “Brand Appraisal” is identifying the current communication assets being utilized by the brand. You’re most likely to find the following:
The appraisal here means determining for each of these three categories, if the chosen communication assets are suitable and relevant for the brand. As this affects greatly the growth and impact of the brand, leading us to the next point.
The second step towards “Brand Appraisal” is assessment for growth and impact.
In terms of communication and public relations, one needs to determine how strong an online presence is and how visible the brand is to the public.
Things like the online presence across key communication assets, the follower count, the visibility of the brand, and the level of engagement for created content etc. All are important aspects to consider.
Rich engagements ultimately determine the reach for brand awareness and potential of great content going viral.
In terms of communication, this determines if a brand is doing well enough to reach the target audience.
So you need to ask growth and impact questions like:
The third step towards “Brand Appraisal” is assessment for relevance of the selected communication assets. This is based on the brand focus, the uniqueness of each communication asset and it’s use by the brand.
Take for instance, a fashion brand, a great communication asset for great publicity would be one that aids visualization and ease of purchase. Some options for communication assets that would be a good fit for such a brand should be one that enhances clarity, simplicity and aesthetics.
A good match would be a website and social media platforms like Instagram for great images/ videos and TikTok for videos which showcases the variety of fashion items.
The choice of content presentation would often vary for fashion brands.
A brand’s budget often determines the approach. Sometimes, brands operating on a cost effective budget may rely on great “Design” (graphics, animation and videos) and “Marketing” using actual products and mockup designs of same. Another popular option with a wider budget for marketing and advertising is the engagement of influencers and models who showcase such fashion pieces or items.
So the Short videos on Instagram, Longer Videos on IGTV, Instagram reels and TikTok videos become instrumental for content creation in this regard.
Of course, other communication assets such as Facebook and Twitter and other internal communication platforms for email conversations and email marketing may be useful in the long run, however prioritization should be for the most relevant asset that aids publicity and gives the fashion brand better awareness that ultimately drives growth and sales.
This also implies that relevance and choice of communication asset for brands across different sectors will vary. This is a choice that needs to be carefully decided when prioritizing the relevance of a communication asset for a brand.
The fourth step towards “Brand Appraisal” is assessment for ranking and search engine optimization for the brand. How often does the brand show up on the web while surfing the web for key things pertaining to the brand’s industry, niche or area of focus?
To address this, it’s important to ask the following questions:
These are questions that need to be answered in view of appraisal for Ranking and Search for the brand.
When a brand/business is willing to set aside a budget for Search Engine Marketing (SEM) / Advertisement efforts, then visibility for search can be worked upon.
What ultimately drives the success of visibility for search is the “Bid” (maximum amount an advertiser is willing to pay for a click on an ad) for SEM efforts and the “Quality” of content on websites.
So, search engines look at these two things before prioritizing content they show to users; those they think are most relevant to the search in question by users.
Optimization efforts and local listings on platforms like “Google My Business” can also be very useful for small businesses/ brands that can’t afford a budget for SEM efforts and advertisements to aid search.
However, it’s very possible to achieve great visibility with Search Engines over time for a niche, an industry or a line of business. This is achievable when relevant content/details are shared often and consistently regarding the area a brand intends to dominate or become relevant.
Finally, the fifth step towards “Brand Appraisal” is an assessment for brand’s name, brand positioning and impression.
Some questions to ask for this include:
Is the brand name reflective of what they do (the core area of focus, niche or industry)?
Is it memorable and easy to pronounce and recognizable amongst other brands?
Does it stand out from similar brands?
What do we (brand owners/ strategists/ publicists) want people to know this brand for (for new brands)?
What have people come to know this brand for, or what area, industry or niche do people associate this brand with?
Are people’s interpretation of what the brand stands for accurate?
Are those impressions positive?
What are people saying about the brand?
What does analytics for the existing communication assets say about the brand?
How can we work on the improvement opportunities based on the data obtained from these assessments or analytics?
These are some of the questions that can be addressed to decipher if a brand has the right name, impression and is positioned accurately in the market place.
Remember, data driven decisions are always relevant for growth and improvement for brands, and when one is willing to listen and learn from the information obtained from the appraisal of brands, then a great strategy can be drafted; aimed towards growth, development, brand visibility, brand reach, engagement, impact and ultimately sales.
Thank you for reading.
Article by Opeolu Adeyemi.
Corporate Communications and Public Relations Consultant
Founder, Brave Publicity Ink!
As a consultant, one of the most common question I get asked often is how I can achieve visibility for a startup or young business. This is an important question that most clients want to know and it’s often a test to know if you as a professional have the knowledge and capacity required to achieve their campaign goals.
I would like to state that Visibility for any business, (including startups and established businesses) is simply about the ‘value’ that can be derived.
Value sells and is most sustainable, especially when your target audience come to understand that you are a consistent brand or business.
So here are some highlights of solutions I would often proffer, cutting across the inorganic approach to getting things done, as well as the organic approach.
Visibility for any startup takes time, but with consistency of publicity efforts, you can achieve a lot.
An inorganic approach would be to:
1) Drive promotions (paid ads) for content created across the communication assets for the organization or business.
2) Engage with influencer marketing across industries, relevant for your campaigns, where your target audience can be easily reached.
3) Drive Google ad promotions, which helps greatly with search efforts for such a company and its website.
4) Work on press releases regarding your business/ organization, request for magazine profiling / Interviews, as well as place ads in such publications/ Magazine prints, which aids with publicity efforts.
5) Radio jingles is another way to go, but consistent and effective ad placement comes at a very high cost. Depending on the quotes for the chosen radio stations and the number of times such ads will be aired.
To achieve these for quick and high publicity, greatly depends on how much one is willing to spend on ads and campaigns, as well as bids for search phrases and keywords for optimization and visibility of the business.
An organic approach (which is slower, but effective) would be to do some of the following:
1) Drive publicity consistently across the communication assets, taking into consideration digital marketing strategies, branding efforts and excellent content creation.
2) Create Content for company profiling for projects accomplished, projects in the pipeline as well as the company’s service offerings.
3) Content for client projects can be crafted as case studies, as well as consistent development of insightful articles. These two are always a good idea, thus demonstrating mastery of that industry the business belongs to.
4) Driving engaging, consistent and strategic social media publicity efforts, as well as strategic email marketing efforts to contacts (who may be potential clients), your target audience and already converted paying clients helps with visibility. It also helps client or those who have benefited from your services, remember your business when the need arises, as well as recommend your business to others who may need it.
5) Flash sales/ discount sales of complimentary products can become a market penetration strategy, especially at the MVP stage of a business or product by a startup, as well as during festive periods in efforts to stand out of the already saturated market.
6) Lastly, if a website exists, to drive Search Engine Optimization – SEO and Search Engine Marketing – SEM efforts for search relevance and ranking, articles focused on the core areas of services rendered, need to be developed consistently.
This greatly aids search, website ranking and relevance, helping establish the organization as an authority in its field.
The bottom line is being able to project the “Value” that will be derived from the services and products rendered by your business or organization.
Value is what sells and when you’ve got quality to offer, as well as great feedback from those already engaged as testimonials, great visibility can be achieved.
Even while pushing for sales at a good price (via the existing communication assets, campaigns, as well as one-on-one engagement with people) can help a startup find its footing and visibility amongst other existing and well established businesses.
At Brave Publicity Ink, we can always get you started with great visibility, we offer excellent services and products that are deeply satisfying and capable of meeting and exceeding your campaign goals.
Visit bravepublicity.com to get started!
Thank you for reading.
Article by Opeolu Adeyemi.
Corporate Communications and Public Relations Consultant
Founder, Brave Publicity Ink!
Brave Publicity Ink! 