5-minutes (2)

5 Minute Brand Fix

by with No Comment brandPR

As we enter 2025 we thought it was time to share our top tips for improving your brand awareness this year.

Persuade your best spokespeople to do podcasts

Make sure you are pitching to podcasts that your target audience are listening to. Podcasts enable you to delve deeper into what your business does and what makes it different. If relevant to your story think about asking customers to join you on a podcast too.

Reuse technical videos and webinar content

Businesses are recording more and more webinars and video discussions – but are they reaching your target audience? There’s no point having a YouTube channel if you don’t point your customers and potential customers to it regularly across all your marketing activity. Use soundbites and short clips and post them on social channels. Repurpose your webinar and video content in as many ways as possible. Add clips to customer newsletters.

Review your target media

The media landscape is changing constantly so keeping your eye on which publications and outlets are on the up and which are on the wane is important. Make sure your comms consultancy is regularly reviewing the media landscape and ensuring they are targeting the right media for you. Which publications are your target audience reading and why? What makes them important to your brand? Don’t be afraid to ditch the dross and focus your effort on the handful who will make a real different to your brand awareness.

Use LinkedIn more effectively

Shifts in how LinkedIn operates are being driven by emerging tech (AI), platform algorithms, user behaviour and content consumption habits. So, make sure your brand is using the following to maximise impact:

  • Short form video. Video has higher providence and linger time so your brand should be using it to increase reach and engagement.
  • Make your brand landing page work hard for you. What are you asking the person that goes to view it to do – e.g. subscribe to your newsletter or sign-up to your webinar? Make it clear what you do and what makes your offer unique in the market you serve.
  • Use micro-influencers – bring people who are relevant to your business into your lives and do joint events. Engaging with the right people and deepening conversations on LinkedIn will ensure your feed reaches a wider audience.

We hope you’ve found our top tips useful.

If you would like help making sure your comms are hitting the mark in 2025 give Gina a call on 07775521487 or email her on hello@nurturepublicrelations.com for an informal chat about how we can help.

brand-engagement

Are you delivering your brand promise?

by with No Comment brand

Companies can spend thousands, some millions, on developing a strapline or ‘brand promise,’ but if there is no strategy to ensure this promise is delivered throughout the business, the brand can be damaged or even become a laughing stock.

I’ve just returned from a wonderful weekend away with friends. Good conversation and a lot of laughs. What could be more perfect?

Well, it would have been perfect if only the four-star hotel had delivered on its brand promise – ‘small details, big difference’.

It all started so well. Friendly, smiling, helpful reception staff who quickly un-muddled our muddled dinner reservations. We thought we were in safe hands, as we had been here previously and had a great stay. However, how quickly things can change if management hasn’t got their eye on the ball.

Having spent the evening out, we returned wearily to bed, only to find the mattresses were a little old and very saggy in the middle. After a poor night’s sleep (we’ll brush over the thunderclap so loud we took off from our saggy mattresses), we asked to change rooms. This request was handled politely, and our belongings were moved while we were out.  So far, so good.

However, when we returned to our new rooms, we were met with ‘double beds’ not ‘twin beds’, and as much as I love my best friend, we didn’t think we wanted to be quite so cosy! Then, while establishing that it was indeed twin beds made into a double, we noticed that, horror of horrors, there were no mattress protectors. Four stars? The ‘small details—big difference’ didn’t seem to be ringing true.

But never mind. We ordered extra sheets and requested that the beds be separated. Once more positive, we set off for a quick swim and jacuzzi with the prospect of a delicious dinner. However, after ten minutes in the jacuzzi, the staff asked us to leave as they thought there might be a slight chemical imbalance they needed to address. OK, I thought, this happens a lot. No worries.

What doesn’t happen often is that a few minutes later, you look down and notice your favourite purple swimming costume has been bleached another colour. Some chemical imbalance! Strangely calm, the hotel staff, after apologising profusely, said it shouldn’t hurt my skin – well, that’s OK then! I better wash my hair in case it turns pink…

To cut a long story short, the hotel requested I write in to make a ‘claim’ for my damaged swimsuit and tarnished silver bangle. Once again, the ‘small details, big difference’ went out the window. What about writing the letter for me, just letting me sign it later, and taking money off my bill—that would have made me happy.

Brilliant customer service and living your brand promise isn’t that hard. Waitrose, for example, ingeniously empowered its partners (employees) to deal with minor customer issues and complaints. They ‘sticker’ goods with an ‘it’s on our label’ for customers they feel need a ‘little extra love.’ A little detail that has undoubtedly made a big difference to many people.

I won’t return to the hotel, nor will my friends. We laughed at the hotel’s brand promise.  Perhaps we’ll write and suggest a sticker programme…

As a PR practitioner, I felt frustrated that the lovely staff didn’t have the power to deliver on their brand promise. The question is, are you allowing your staff to deliver your brand promise?  If not, perhaps it’s time for a rethink.

For more information contact: hello@nurturepublicrelations.com