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Brand Before Marketing: The Strategic Sequence too Many CMOs Ignore

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Performance campaigns can drive quick wins, but without a clear brand foundation they rarely build lasting customer loyalty.

The Gist

  • Brand defines the strategy; marketing executes it. Organizations that clarify their purpose, values and narrative first give every marketing channel a clear direction, reducing fragmentation and inconsistent messaging.
  • Performance marketing alone cannot sustain growth. Companies that focus primarily on acquisition tactics often compete on price or features, weakening loyalty and long-term customer retention.
  • Strong brands multiply marketing ROI. Clear brand identity aligns teams, simplifies campaign decisions and strengthens customer trust, turning each marketing investment into a longer-term relationship builder.

The pressure on CMOs to deliver immediate, measurable results has never been higher. With real-time dashboards and attribution models at their fingertips, the temptation to lead with high-performance marketing tactics is significant.

However, a critical question remains at the center of the C-suite table: Does the brand build the marketing, or does the marketing build the brand?

This article examines the fundamental sequence of growth and why establishing a robust brand identity is the necessary precursor to any successful marketing deployment.

Table of Contents

Defining the Corporate DNA

For a CMO, the distinction between branding and marketing is the difference between a company’s soul and its voice. Branding is the internal realization of a company’s “why”—its values, its mission and the emotional resonance it aims to strike with its global audience.

Marketing, by contrast, is the strategic execution of that identity across various channels to drive specific actions. Some say organizations fall into the trap of “tactical sprawl,” where marketing activities are launched in a vacuum.

Without a brand anchor, these activities often lack cohesion, leading to fragmented customer experiences and diminished ROI.

The Cost of a ‘Marketing-First’ Approach

When marketing precedes branding, the result is often a high volume of lead generation with a low rate of long-term retention. This “performance paradox” was a recurring theme in recent leadership summits.

Marcus Thorne, a veteran CMO in the technology sector, described the dangers of neglecting the brand foundation.

“We observed companies in hyper-growth phases pouring millions into customer acquisition,” he said. “Because they hadn’t defined their brand narrative, they were forced to compete solely on price or features. As soon as a cheaper competitor emerged, their ‘loyal’ customers evaporated.”

A study by McKinsey & Company highlighted that companies with strong, consistent brands consistently outperform their peers in terms of total return to shareholders.

This suggests that the “brand equity” built early on serves as a multiplier for every marketing dollar spent later.

Related Article: The Top Challenges Facing CMOs in 2026

Bridging the Gap From Identity to Execution

The consensus among global marketing leaders is that branding must act as the “North Star” for all departmental activities.

This is not merely an aesthetic choice; it is a strategic necessity that simplifies decision-making.

When a top executive advisor emphasizes the efficiency of a brand-led strategy and narrates that when the brand is clearly defined, the marketing team doesn’t have to guess. The tone of voice, the visual language and the target personas are already set. It allows for faster execution and more authentic communication.

The logical progression for a CMO-led transformation typically followes this framework:

  • Audit and Alignment: Ensuring the internal culture matches the external promise.
  • Narrative Development: Crafting a story that transcends the product or service.
  • Omnichannel Deployment: Using marketing tools to amplify that story to a segmented audience.

Practical Steps for CMOs Building a Brand-Led Marketing Strategy

Marketing leaders increasingly recognize that sustainable growth starts with brand clarity. The following practices help ensure branding guides marketing execution rather than reacting to it.

Practice What It Means Why It Matters
Establish brand guidelines as governance Treat the brand book as a strategic filter for every campaign, not simply a design reference. When campaigns align with clearly defined brand values, marketing remains consistent and avoids fragmented messaging.
Measure brand health, not just leads Track indicators such as brand sentiment, recall and Net Promoter Score (NPS) alongside conversion metrics. These indicators reveal how the market perceives the brand and whether marketing efforts are strengthening long-term loyalty.
Unify the customer journey Ensure the promise made in marketing is fulfilled across product experience, support and service interactions. Breakdowns between brand messaging and real customer experience are where trust erodes and loyalty declines.
Invest in emotional differentiation Focus on creating emotional resonance and brand affinity rather than only building awareness through campaigns. In an environment saturated with automated content and AI-generated ads, human-centered brand identity becomes the key competitive advantage.

Conclusion: Marketing Without Branding Is Noise

The debate over what comes first is settled by the reality of the marketplace.

Marketing without branding is noise; branding without marketing is a secret. However, for every CMO seeking sustainable, long-term growth, the blueprint must always be drawn before the ground is broken.

By prioritizing the brand foundation, marketing efforts become more than just transactions. And they become milestones in a long-term relationship with the consumer through enhanced customer loyalty.

Feature image credit: MelissaMN | Adobe Stock

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Umesh Panchal, a seasoned sales and marketing professional with over 24 years of dynamic experience, emerges as a visionary leader propelling organizations toward unprecedented success. His robust career spans various industries, including SaaS, IT hardware, education, security, manufacturing and retail, consistently delivering exceptional results.

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Build Relationships, Build Your Brand, Build Your Business

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These proven strategies foster loyalty, trust and advocacy while boosting retention, referrals and your brand’s impact.

In the financial advising world, success isn’t just about production. It’s about people: The clients who trust you to guide them through life’s biggest financial decisions.

Building strong relationships with your clients is more than just a nice-to-have; it’s the secret sauce that can set you apart in a crowded industry.

One of our advisers, Dale Smothers, founder of R.D. Smothers Wealth Management in Campbellsville, Kentucky, and a Kiplinger contributor, puts it this way: “We are in the relationship business, not the sales business. If you view yourself as a relationship manager, things get a whole lot easier on the back end.”

By focusing on meaningful, personalized, branded touchpoints, Smothers has created a client experience that not only strengthens relationships, but also helps his firm stand out from the competition.

Strong relationships: Your best investment

As Smothers’ comment suggests, trust is everything. Clients want someone who understands their goals, values and dreams — not some impersonal investment picker who just manages their money. That’s why strong relationships are the foundation of a thriving practice.

But relationships aren’t just about connection — they’re also about perception. Every interaction with a client is an opportunity to reinforce your brand and remind them why they chose you. From the tone of your emails to the design of your newsletters, your brand is always communicating.

About Adviser Intel

The author of this article is a participant in Kiplinger’s Adviser Intel program, a curated network of trusted financial professionals who share expert insights on wealth building and preservation. Contributors, including fiduciary financial planners, wealth managers, CEOs and attorneys, provide actionable advice about retirement planning, estate planning, tax strategies and more. Experts are invited to contribute and do not pay to be included, so you can trust their advice is honest and valuable.

Here’s how great client connections and a strong brand can transform your business:

Retention and loyalty. When clients feel valued and understood, they’re more likely to stick with you, even during market turbulence or life changes

Increased assets. Satisfied clients are more inclined to entrust you with additional assets as their wealth grows and their financial needs evolve

Referrals and advocacy. Happy clients spread the word. They’ll refer friends and family and become vocal advocates for your services

By investing in your relationships and your brand, you build long-term success.

Strategies to ‘wow’ your clients

Great relationships don’t just happen. They’re developed through consistent, thoughtful actions that show clients you care and remind them of your unique value.

The good news? You don’t need a massive budget or endless hours to make a lasting impression. Small, meaningful gestures — especially branded ones to reflect your identity — can go a long way in creating connections that clients remember and value.

Here are some strategies to help strengthen your client relationships and keep your brand top of mind:

1. Celebrate milestones. Recognize birthdays, anniversaries, retirements and other significant life events with personalized cards or small gifts. Branded touches, such as a card with your logo or a gift box featuring your firm’s colours, make these moments even more memorable.

2. Send personalized newsletters. Regular newsletters tailored to your clients’ interests and financial goals keep them informed and engaged. Include updates about your firm, market insights and even personal stories or staff celebrations to add a human touch.

Branded newsletters reinforce your identity with every mailing.

3. Offer educational resources. White papers, guides and other educational materials can position you as a trusted professional while providing real value to your clients.

Adding your logo and branding to these materials helps ensure your knowledge is always associated with your name.

4. Host client events. Invite clients to exclusive events, such as seminars, appreciation dinners or webinars. These gatherings foster a sense of community and provide opportunities for deeper connections.

Branded invitations and event materials can elevate the experience and leave a lasting impression.

5. Stay consistent with touchpoints. Regular communication — whether through emails, phone calls or mailings — keeps your brand in clients’ thoughts and reinforces your commitment to the relationship.

Looking for expert tips to grow and preserve your wealth? Sign up for Adviser Intel, our free, twice-weekly newsletter.

The power of personalization

Smothers has seen first hand how personalized, branded marketing can transform client relationships. His firm uses Advisors Excel’s Print on Demand service to deliver customized newsletters, milestone cards and other branded materials that resonate with clients in a meaningful way.

“Clients often mention the joy of receiving something in the mail that feels relevant and heartfelt, not just another generic update,” he says.

These gifting and communication efforts have also helped R.D. Smothers Wealth Management stand out in a crowded market.

Smothers notes that “the majority of prospects who come into our firm before they become clients are leaving their adviser because they feel like they’re not cared about or don’t have a relationship with that company.”

By consistently engaging with clients in a personalized and authentic way, Smothers’ team has built a loyal client base that not only stays but also advocates for the firm.

Executing these strategies doesn’t have to be time-consuming, either. Services such as Print on Demand simplify the process, allowing advisers to customize and order branded materials, from guides to gifts and invites to informative events — quickly and efficiently.

Stronger bonds, stronger business

In the end, the effort you put into developing and maintaining client relationships pays off — not just in loyalty and retention, but in referrals, advocacy and long-term growth.

By focusing on personalized, consistent communication and leveraging the power of your brand, you can gain clients for life and build a practice that thrives on trust, connection and a strong identity.

Feature image credit: Getty Images

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Why Almost Every Brand Is Moving Upmarket

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By BoF Insights, McKinsey & Company

Value players are elevating their brands defensively against ultra-low-cost rivals such as Shein and Temu, whose business models remain difficult to undercut, even as policy shifts erode some of their cost advantage. For example, value brands Bershka and H&M have reduced the share of SKUs in their lower price tiers across categories and markets between 2023 and 2025, according to data from EDITED.

Mid-market players are tapping into the growing demand for “affordable aspiration” from consumers who remain price-sensitive but increasingly prioritise quality and design. Zara has pioneered this strategy, taking aim at trend-focused shoppers seeking fashionable designs at more affordable prices than luxury ready-to-wear collections.

SoF Elevation Chart

Premium/bridge and affordable luxury players are seizing the white space created by the increase in luxury prices, which rose 61 percent on average between 2019 and 2025. Many aspirational consumers, also squeezed by inflation and seeking more creative inspiration from luxury brands, are opting to spend their disposable income elsewhere. Brands like Ralph Lauren are capitalising on this shift, increasing focus on categories like outerwear and bags, where customers are familiar with paying more. Similarly, French affordable luxury giant SMCP has reduced reliance on discounting to support the elevation of its brands, which it outlined as a key priority in 2025.

SoF Elevation Chart

Brand elevation depends on three pillars — price, product and brand experience

1. Price: increasing the share of products in higher price tiers and growing full-price sales

31% of global customers are willing to splurge on fashion, driven by both tangible and emotional factors.

Price architecture: Drive value perception by shifting more of the assortment into higher price tiers and introducing “hero” products in premium categories, reinforcing stronger brand positioning

Discounting: Preserve brand value by scaling back promotions and discounting, ensuring pricing signals remain consistent with an elevated image

Channel exposure: Protect brand equity by carefully restricting distribution through outlets and off-price channels, particularly for signature products

2. Product: improving product quality, durability and relevance

51% of global customers say quality is a key driver in creating a high-end brand perception, the highest of all attributes.

Quality: Elevate customer perception by investing in higher-grade materials that align product value with rising expectations for price-to-quality balance

Design: Strengthen long-term appeal by focussing product development on durability and versatile styling that extends wear and relevance

Collaborations: Expand reach into higher-spending segments by partnering with premium brands, leveraging their equity to enhance desirability and brand stature

3. Experience: elevating perception through retail stores and brand marketing

47% of global customers say a brand’s story is a key driver in creating a high-end brand perception.

Brand marketing: Build stronger resonance by refining brand voice and narratives, and by actively engaging in cultural conversations where relevant

Stores: Differentiate the brand experience by enhancing store formats and visual merchandising

E-commerce: Invest in creating editorial content, elevated visuals and improved customer journeys

Ambassadors: Amplify cultural impact by partnering with aspirational, brand-aligned influencers

Product and pricing adjustments are core to an elevation strategy

Many value brands are retreating from ultra-low-price tiers where players like Shein and Temu increasingly dominate. In the UK, Bershka reduced the share of SKUs priced below £25 (approximately $34) by 15 percent between 2023 and 2025, according to EDITED. H&M made similar moves during this time, reducing the share of bags in this bracket by 25 percent in the UK. H&M has been diversifying its offering with premium ranges and capsule lines, such as H&M Premium and the Studio Collection, as well as collaborations with designer brands.

In the mid-market and premium segments, brands are incrementally increasing core assortments within most price bands. They are also introducing hero products in the higher tiers that create a halo effect that lifts consumer perception of the entire collection. For example, COS released its £1,000 ($1,355) Nappa leather shearling jacket in 2025. This is part of a 9 percent increase in the share of outerwear SKUs priced over £175 ($237) between 2023 and 2025 in the UK, according to EDITED.

Brands should be cautious about raising prices too quickly or steeply, as this can alienate the customer and call into question the balance between quality and value and the brand’s right to play within the price segment. Brands can use consumer research and peer benchmarking to calibrate pricing moves.

SoF Elevation Chart

Higher prices demand superior quality and refreshed designs

Customers are expected to become more cautious with their spending in 2026. For those who do splurge, they will be paying special attention to signifiers of value for money, such as craftsmanship, durability and sharp creative direction. Brands that raise prices without improving quality or design risk alienating consumers and eroding brand equity.

Creative vision will play an outsized role in proving worth. For example, the wave of luxury creative director appointments at mass brands — including Zac Posen at Gap and Jonathan Saunders at & Other Stories — has injected a higher-end aesthetic into lower parts of the market. Gap also launched the premium line GapStudio in 2025, designed by Posen and featuring items like silk slip dresses and worn by celebrities on the red carpet.

Collaborations offer another route to import design authority and relevance into accessible price points. Partnerships such as JW Anderson with Uniqlo and Victoria Beckham with Mango deliver both credibility and access to a more aspirational audience. These collaborations are often positioned as limited editions, which generates desirability and exclusivity among consumers — even in a more price-conscious environment.

Marks & Spencer:

Marks & Spencer is elevating the style, fabrics and fit of its fashion offering. For example, the brand is leaning into real leather across coats, minidresses, skirts and shoes and is generating excitement by increasing novelty, refreshing two-thirds of its assortment each season while dedicating one-third to core basics. Fashion, Home & Beauty sales increased 3.5 percent in the fiscal year 2024 ending March 2025. Its premium Autograph range performed particularly strongly, with sales up 47 percent over the same period.

43% of global consumers say they care more about quality than ever before, up from 30 percent in 2023.

Uniqlo:

Uniqlo’s elevation strategy is centred around design authority and quality basics. Its premium essentials, such as its affordable cashmere sweater range, provide an alternative to trend-driven fast fashion. In 2023, the brand launched Uniqlo:C, a sub-label by Clare Waight Keller — formerly creative director of Givenchy and Chloé — focused on elevated everyday essentials and outerwear. In 2024, Keller assumed the role of creative director for the entire brand, expanding her remit to include Uniqlo’s core offering. Parent company Fast Retailing’s revenue grew 10.6 percent year on year in the nine months to May 2025, while operating profit expanded to 17.2 percent of revenue.

50% of global consumers say exclusivity creates a high-end brand image.

Product elevation only works when reinforced holistically across the brand experience

Borrowing aesthetic cues from luxury — across campaigns, editorials, photography and retail — can help justify elevated product positioning. For example, COS staged a ready-to-wear runway show at New York Fashion Week in September 2025, signalling its ambitions to extend its brand beyond the high street. While not every mass brand has a credible place on fashion week calendars, COS’ design-led aesthetic makes the case. Meanwhile, Zara’s use of famous fashion photographers such as Steven Meisel and Mario Sorrenti helps position it closer to high-end fashion.

Redesigned retail environments can offer similar signals and in-store service adds further weight. Aritzia’s personal style advisor approach to customer service is the backbone of its store experience, offering a high-touch styling journey like luxury department stores, which reinforces its premium positioning.

The same principles extend online. Websites and apps increasingly reflect elevated positioning through streamlined interfaces, lifestyle-driven storytelling and immersive visuals that replace function-focused user experiences.

There is a 76% correlation between a positive store experience and consumers’ perception of a brand as premium.

Zara’s High-Tech Concept Store:

In August 2025, Zara reopened its Manchester flagship in the UK with a new concept designed in an elevated format. The layout includes a series of curated rooms, each dedicated to collections such as Zara Origins, highlighting higher-value product lines. This zoning approach borrows from luxury retail, moving away from the uniform mass-market feel typical of fast fashion.

Technology is central to the redesign. Automated product sorting from fitting rooms to online orders, assisted return stations and app integration reduce friction and allow staff to spend more time on high-value customer interactions.

There is an 87% correlation between memorable and creative advertising campaigns and consumers’ perception of a brand as premium.

How should executives respond to these shifts?

Redesign product pyramids to signal elevated positioning

Build a product pyramid informed by consumer insights, balancing core assortments for the existing customer base with premium tiers aimed at capturing “splurge” purchases and recruiting more aspirational audiences.

Invest in material quality, craftsmanship and fit. Ensure consistency across the assortment to build credibility and trust with customers, which can translate into pricing power.

Introduce halo products in categories such as outerwear and leather goods that lift the perception of the entire brand.

Hire recognised creative talent to inject creativity and originality, or use capsule collections and designer collaborations to import design authority and generate excitement.

Adjust pricing architecture over a long-term horizon

Plan a multi-year brand elevation roadmap, emphasising gradual progress across multiple seasons over one-off drops or store renovations.

Use a combination of internal sales data and social listening tools to gauge price sensitivity across categories and define the brand’s price ceiling.

Place smaller-volume orders to limit overstock risk and reduce reliance on discounting to protect brand equity.

Reinforce positioning across the brand experience

Roll out the elevation strategy across the full brand experience — from communications to in-store environments. This means placing emphasis on elevated brand storytelling and cultural relevance while ensuring store design, visual merchandising and service standards signal the same aspirational positioning.

Online, brands can reinforce these cues through improved visuals, editorial content and frictionless user journeys that feel both premium and intuitive.

Higher-touch experiences more commonly found in luxury — such as personalised clienteling or exclusive community activations — can also build advocacy and deepen customers’ emotional connections

This article first appeared in The State of Fashion 2026, an in-depth report on the global fashion industry, co-published by BoF and McKinsey & Company.

Feature image credit: Uniqlo

By BoF Insights, McKinsey & Company

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Elevating Your Brand: The Power Of Professional Voiceovers In Video Lookbooks

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Sourced from VITA

In today’s competitive online marketing era, video lookbooks are a necessary tool for brands to establish their identity and promote their products. While an aesthetically pleasing lookbook grabs attention, a quality voiceover can be the most influential aspect, turning a quiet showcase into a memorable, engaging story. It’s a frequently neglected resource that extends beyond mere narration, offering a straightforward and compelling vehicle for engaging with your audience. The points below distinctly identify the powers of transformation that a professional voiceover can exert in video lookbooks.

1.   It Creates Brand Credibility and Trust

A professional voiceover is the human voice of your brand’s video presence, making direct contact that cannot be achieved through visuals alone. The correct voice, spoken with power and authenticity, immediately establishes your brand’s credibility.

When a lookbook has a refined, eloquent voice, it communicates to the audience that the brand is professional, meticulous, and trustworthy. On the other hand, an amateur or poorly recorded voice can ruin the entire production and render a brand untrustworthy.

The sound quality is unconsciously linked to the product or service quality offered. A clear, confident, and well-modulated voice soothes audiences, making them feel that they are dealing with a trusted company, creating a foundation of trust that is paramount when converting audiences to loyal customers.

1.   It Establishes a Deeper Emotional Connection

Aside from mere narration, voiceover is an effective instrument for expressing emotion and crafting brand personality. The voice’s tone, pace, and style can be selected thoughtfully to match your brand’s personality.

A luxury brand might find a sophisticated, smooth voice conveying luxury and exclusivity. A young, dynamic business might prefer an energetic and friendly tone to convey approachability and excitement.

A good voice artist or modern AI voiceover tools like Murf.AI have the ability to bring a script to life with the help of inflection and emphasis that will create a mood for the visual content. This element makes it more memorable and creates a stronger connection with the audience.

The voice is used as a brand identifier, a sonic logo that audiences will learn to associate with your business.

1.   It Guarantees Scalability and Global Accessibility

One of the greatest strengths of professional voiceovers, particularly with the usage of contemporary technology, is how easily they can scale and reach the world.

Traditional voiceovers work well, but they can be expensive and time-consuming to translate for various markets. Contemporary audio dubbing software and artificial intelligence-based voice generation platforms have streamlined this process. These software applications can easily translate one script into several languages with a natural-sounding voice. This capability enables a brand to produce versions of its video lookbook for various regional markets without the cost or time of independently contracting voice artists for each language. Not only does this increase a brand’s potential audience, but it also shows dedication to inclusivity by making content more accessible.

1.   It Clarifies the Story and Emphasizes Important Features

Video lookbooks, no matter how aesthetically pleasing, tend to fall short of providing accurate information to make the spectator well-informed. Voiceover provides a clear and effective way of supplementing that deficiency without overloading the screen with too much text. It can draw the eye of the viewer to specific details such as a special feature in a product, a material’s quality, or a design’s background. Clarity is highly necessary for products or collections with intricate or pioneering aspects where a visual explanation may not be sufficient. The voiceover functions as a narrator so that the viewer understands the entire message and doesn’t lose track amidst the aesthetics. This degree of intentional communication is a primary strength that cannot be obtained with visuals and music alone.

1.   It Raises Perceived Quality and Value

With a noisy digital landscape, in which audiences are constantly being pummelled with content, the quality of a brand’s voice can be the variable that stands out and creates loyalty. A professionally voice-overed video lookbook is seen as more valuable and of higher quality than one that is not. The cleaned-up sound makes the whole production classier, so the brand is seen as more mature and reliable. The cost of hiring professionals for the sound indicates that the brand cares about what it is making and how it is communicating. This quality perception can affect buying decisions, since customers tend to associate a company’s professionalism in advertising with the quality of its goods.

Final Word

The effectiveness of a professional voiceover in a video lookbook cannot be overemphasized. It is an essential component that commands trust, creates emotional bonds, guarantees world scalability, and clarifies the brand message. Therefore, investing in professional voiceovers is not an extravagance but a must for brands wanting to take their presence seriously and engage with a global audience.

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Second place really doesn’t look good on Tesla

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When your brand is built on being number one, finishing second isn’t just a problem, it’s a complete identity crisis.

Some products become so synonymous with their category that the brand name replaces the thing itself. You don’t use an internet search engine, you Google it. You don’t blow your nose on a tissue, you grab a Kleenex. And for years, Elon Musk‘s car company had a similar advantage. “Tesla” and “electric vehicle” were commonly used interchangeably, almost as if no other EV brand existed.

That was Tesla’s superpower. They didn’t just make EVs; they were EVs. Every other manufacturer was playing catch-up. But now? They’re in second place. And for a brand like Tesla, second place might as well mean “first loser”. Not even the Cybertruck design debacle was as bad for the brand as this.

Reality catches up

So what’s happened? In short, Chinese manufacturer BYD has overtaken Tesla as the world’s biggest electric vehicle maker. Tesla delivered 1.64 million vehicles in 2025; down 9% from the previous year. BYD sold 2.26 million. That’s not close; that’s getting beaten at your own game. And it’s not just about sales; Tesla’s brand value has plummeted 35% in Interbrand’s latest ranking.

But here’s what’s genuinely bonkers: Tesla’s stock finished 2025 up 11%. Meanwhile traditional manufacturers like Toyota, who actually make consistent profits from their EVs, continue to be valued at a fraction of Tesla’s worth.

How’s that possible? Basically, Elon Musk is the world’s most effective one-man marketing department. He doesn’t just promote Tesla; he is Tesla. Every tweet, every wild promise about robotaxis and humanoid robots convinces investors they’re not buying a car company; they’re buying a sci-fi future.

A stainless steel Tesla Cybertruck driving down a long, open road toward snow-capped mountain peaks.

Tesla Cybertruck (Image credit: Tesla)

The problem is, this cuts both ways. Now Musk’s own brand is inseparable from Tesla’s, his erratic behaviour and divisive politics become Tesla’s problem too.

As Michael Jordan famously pointed out, “Republicans buy sneakers too”… and the same principle is playing out here in reverse. Turns out, not entirely surprisingly, that the people most motivated to buy an eco-friendly car don’t always share the same politics as Elon.

The maturing market

It’s worth noting that the market as a whole has matured. At the outset, Tesla made electric cars desirable, fast, luxurious, aspirational. They removed the “worthy” stigma and replaced it with swagger. That was revolutionary… but that was also 10 years ago.

Nowadays, Mercedes, BMW, Audi and Porsche are making credible electric cars with decades of brand heritage behind them. Chinese manufacturers are offering quality EVs at prices that make Tesla look overpriced. The branding of EVs has shifted from “I’m saving the planet while being impossibly cool” to “This is just a good car that happens to be electric.”

All of which means that for Tesla, second place really does equal first loser. The brand’s whole identity is wrapped up in being the disruptor, the one everyone else is chasing. Coming second – especially to a Chinese manufacturer most people couldn’t pick out of a line-up – takes all the air out of this brand narrative.

A gold-colored Tesla Cybercab parked on a wet city street at night in front of glowing storefronts.

Tesla Cybercab (Image credit: Tesla)

Elon knows this, which is why he’s pivoting to robotaxis and robots right now. “We’re not really a car company” is the subtext. It’s classic brand repositioning when your core business is wobbling. The question is, will anyone buy it?

After all, Tesla has spent a lot of time resting on its laurels. As a result, quality control has slipped, customer service has deteriorated and the CEO has become a liability. The brand promised – and is still promising – the future. But in practice, they’re delivering inconsistent build quality and broken promises, while continuing to talk about full self-driving being “just around the corner”… at it has been for over a decade now.

Key takeaway

Right now, Tesla faces a choice. Focus on being a premium EV brand; the Apple of electric cars. Or embrace the pivot to full tech company, betting everything on autonomous driving to AI.

What they can’t do is pretend nothing has changed. Because the results are in, and the brand that defined an entire category has been outmanoeuvred. For creatives in general, it’s a textbook case in how even the most powerful brand narratives eventually collide with reality.

The question now isn’t whether Tesla can recover. It’s whether they can accept that in the brand game they’ve built for themselves, second place really does equal first loser – and that might mean completely reimagining what winning looks like. Good luck with that, Elon.

Feature image credit: Tesla

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Tom May is an award-winning journalist specialising in art, design, photography and technology. His latest book, The 50 Greatest Designers (Arcturus Publishing), was published this June. He’s also author of Great TED Talks: Creativity (Pavilion Books). Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.

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If You Want Your Brand to Be Discovered, You Have to Harness AI — Here’s How

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By Chelsea Gladden • Edited by Kara McIntyre

AI is redefining search. Without a strong, reputable third-party digital footprint, your brand risks disappearing in today’s competitive online landscape.

Key Takeaways

  • Answer Engine Optimization (AEO) is becoming a critical tool for brands to gain visibility and sales via AI-driven platforms.
  • Strategic press coverage using SEO-driven keywords enhances a brand’s chances of being recommended by AI tools like ChatGPT.
  • Building an affiliate program and optimizing digital presence are key steps for brands to leverage AI and increase their market share.

There’s a celebration going on amongst PR professionals. In an industry that takes on a lot of “no’s” for the coveted “yes” and takes hit after hit as a result of the dishonest agencies, the good “guys” needed some good news. With the ever-changing landscape of media, from print publications folding to all clients needing an affiliate option if they want press to feature their products, PR is now getting clients discoverable in AI.

In fact, without press, most brands do not exist when it comes to Answer Engine Optimization and Large Language Models (LLMs). Press is after its own SEO and uses coveted keywords based on what consumers are searching for, and now those keywords are linking out to those articles in ChatGPT, Gemini, etc.

Why AEO matters now

AI is changing the way people search. Instead of scrolling through Google, shoppers are asking AI engines directly for recommendations. In fact, Small Business Trends reports that 47% of U.S. consumers are shopping directly via AI tools.

Our long time Everything Branding clients are receiving the benefit of consistent press and, as a result, AI recommends their products. For example, when searching for “the best pepper grinder,” our client MannKitchen consistently appears as the number one option, citing the press our team secured as the source. Within ChatGPT, for example, you can also click on the link to see the original article. This widens the audience and views for that article. Press is strategically writing articles catered to traditional Google search and now also for AI, so they can secure more UMVs and higher advertiser dollars, all the while selling products for brands.

A mistake many emerging brands make is assuming shoppers will come without the effort to find them. Starting Google ads too soon generally fails because consumers don’t know the brand exists and aren’t googling it yet, nor interested in a brand they have never heard of. Once the brand starts getting press mentions, Google and Meta ads tend to convert better and now AI search is an added bonus.

How do you get recognized by AI?

Step 1: Secure press coverage

National outlets are now writing with AEO in mind, using SEO-driven keywords and structured content that LLMs can easily pull into answers.

Step 2: Build an affiliate program

With print consistently going away, magazines lost a major source of revenue with print ads. Media outlets got savvy and realized if they are telling their audience what to buy, they should be paid on the sale. Many media outlets now require brands to have an affiliate program before considering them for product roundups.

Step 3: Optimize your website for AI

Beyond press, you can improve your AI visibility through technical updates. In fact, I often run client sites through ChatGPT itself and ask: “What would make this brand show up in AI search?” The recommendations usually include adding schema markup, optimizing metadata, and building authoritative backlinks.

Step 4: Choose the right PR partner

Not all agencies are created equal. I’ve spoken with brands that felt burned by PR partners who overpromised and underdelivered. Here’s what brands should look for:

  • Verified testimonials (with names and businesses publicly mentioned; ignore any that are unspecific, like “Shelia M, Beauty Brand” and trust those that can easily be validated by checking if the personal name matches the brand, for example, “Jonathan, owner of Honeydew Sleep”).
  • Up-to-date expertise (Does the agency understand affiliate requirements and AEO practices?).
  • Flexibility to pivot (digital standards change fast, and agencies must keep up).

Doing a quick Google or AI search on an agency before signing can also reveal whether they practice what they preach. Make sure to differentiate between agencies that make over-the-top guarantees versus what is reality. For example, any agency that “guarantees” the Today Show is not being truthful.

Why DIY PR rarely works

I’ve worked with passionate founders who tried pitching editors directly. While their enthusiasm was clear, most outlets ignored them because editors prefer working with PR reps who understand their timelines, workloads and content needs.

One editor once told me, “I’d rather get one pitch from a PR professional than five emails a day from a founder asking why their sample hasn’t been featured yet.” Acting as the middle person builds trust with the press and ultimately leads to more coverage.

The bottom line

If SEO was the marketing differentiator of the 2010s, AEO is the differentiator of today. From my experience, the brands that invest in press, affiliate readiness and AI-friendly optimization are the ones already showing up in AI answers and getting sales directly from them.

The sooner brands adapt, the sooner AI will recognize them as the go-to choice in their category. Just like the internet boom brought more opportunities, now the AI driven boom is doing the same. It’s a win all around — press is being paid to sell products, brands are finding and selling to their customers and PR agencies are becoming the unsung heroes. And loving it.

By Chelsea Gladden 

Chelsea Gladden, CEO and founder of Everything Branding, leads the award-winning agency specializing in commerce-driven PR, AEO and digital marketing. Since 2018, the firm has driven high-authority press to boost brand visibility, including AI-driven and LLM-powered search results.

Edited by Kara McIntyre

Sourced from Entrepreneur

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5 ChatGPT Prompts To Build A 100-Year Brand (and Make More Money Now)

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By Jodie Cook

Anyone can write a landing page, run some ads and start a business. It’s not difficult. But very few can build a brand that stands the test of time. One with happy, repeat customers, a solid reputation, and a commitment to quality in every transaction. Businesses that started decades ago have one thing in common: they cracked the code of longevity. They figured out what was working and doubled down. They listened to their customers. They didn’t give up until they were established. Set up your long-term brand right now and you’ll see more success in the short term too.

Chris Orzechowski is a brand growth strategist and founder of agencies including The 100 Year Brand. His work has generated over $120million in revenue for e-commerce brands, including Carnivore Snax, Gold Medal Wine Club, Factor 75, and author of Rich Dad Poor Dad Robert Kiyosaki. Orzechowski wrote the bestselling book, The Moat: How to Build a Durable, Profitable E-Commerce Brand That Can Last Forever, and has trained over 5,000 students in his marketing and brand growth practices.

Orzechowski wants to help you build a brand that never dies, and these 5 ChatGPT prompts make the ideal place to start. They have been modified to include the 9 crucial components of an effective prompt. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.

Build a brand that goes the distance with ChatGPT

Define your X-factor

In a sea of sameness, you can only compete on price. And no one wants to do that. Stand out for something else. Find your X-factor. According to Orzechowski, this is “the thing about your brand that means consumers inconvenience themselves to buy from you instead of taking a more convenient or cheaper option.” You should know exactly what your X-factor is so you can lean into it more. Use this prompt to clearly articulate the difference between you and everyone else.

“My company provides [outline your offering] for [outline your target audience]. I want to identify what specifically makes my brand unique and compelling to establish my “X-factor”. Acting as a brand specialist, analyze my brand and its offering to ascertain why a customer might prefer my brand over more convenient or cheaper alternatives. Start by opening a dialogue and ask questions, one by one, about aspects including product quality, customer experience, brand values, or any other unique selling points, to establish my X-factor. After five questions, suggest how I can further enhance and communicate this X-factor to make my brand even more irresistible to potential customers. Include the strategies I should employ to emphasize these unique qualities in my marketing and branding efforts.”

Build a moat around your business

Waste no energy being defensive by protecting your business interests. Spend more time on the offense, executing your plan of attack. “This prompt helps you forecast disruptions in your industry and come up with a plan to thrive,” said Orzechowski, who knows running a company on the back foot is no way to operate. Ask for ChatGPT’s assistance on what might be around the corner so you can cover every base and thrive during any turmoil.

“Given what you know about my company, our target audience and how we differentiate ourselves, help us prepare for future change, especially the impact of AI and other new technologies and how they might affect our revenue and position in the marketplace. Our ultimate goal is to build a moat around our brand so our company can survive and thrive for the next 100 years. Acting as a business analyst, outline the 5 steps I should take to ensure my company’s success over the next century.”

Assess your brand voice

“Brand voice is an abstract concept,” explained Orzechowski. “But this prompt will make it concrete.” He said it’s especially important if you’re hiring marketing team members or agencies, because “you need to be able to communicate your brand voice, as esoteric and ethereal as it might be.” If you can’t delegate work to others, your company will stay small and won’t fullfill its potential. “This prompt will list the key elements of your brand voice so your team members or partners can incorporate it into your communication.”

“Act as a brand strategist and analyse the attached origin story of my brand. My objective is to be able to confidently delegate the creation of marketing copy in the style of the document pasted below. Answer the following questions in a way that’s helpful to a marketing manager responsible for creating content from the analysis. 1) How would you describe the style and tone of this copy? 2) What would this copy suggest are key life goals and obstacles for my customers? 3) How does my brand aim to help them? After answering these questions, list the 5 key elements of my brand that should be incorporated into all marketing messaging. Here’s the copy: [Include the copy].”

Lock in your acquisition

Prospects in your pipeline mean nothing until they have converted to paying clients. Without paying clients, you don’t have a business. Orzechowski explained that, “every customer you acquire is a future cash flowing asset. But getting the cash to flow requires them to make that first purchase.” And that’s where most businesses fall down. Find out why people aren’t buying right now by analysing the ones who already said no. Dig into the lost reasons; the causes for someone to look elsewhere or decide to do nothing. The more data you have, the more you can find out how to compel products into a purchase. Secure the medium term of your business and the long term takes care of itself.

“I want to find out the main reasons prospects don’t turn into customers. I’m pasting a list of lost reasons by the number of times they were used. We also have [number] prospects in our existing pipeline who haven’t yet gone ahead. Act as a positive business analyst and use the data we have to suggest our main weaknesses in customer acquisition and suggest tactics we could try to (a) re-engage people who previously said no and (b) go out to current active prospects with a more compelling offer.”

Punch up your emails

Build a 100-year brand with email campaigns that can run autonomously. Make your email campaigns an extension of your high quality brand, not set up for a quick buck. When you get this right, your prospects will turn to customers as if by magic. You won’t need to change them up, you won’t need to spend any time writing new ones. Orzechowski said this is, “one of the easiest ways to increase your sales” and recommends using ChatGPT as your “writing assistant and copy chief.” He believes business owners often “forget crucial conversion elements that diminish the power of your sales message.” This prompt will help you double check your work so you can handle your customers objections before they even think of them.

“I’m writing an email to [describe the people on your email list] with the purpose of selling [describe the product the email is designed to sell]. Acting as a marketing specialist, analyse the copy and tell me its strengths and weaknesses from a conversion perspective. Using what you know about my business and its X-factor, highlight any key points missing from the copy. Make suggestions on improvements I can make to ensure the email is more compelling, true to my brand voice, and more likely to convert.”

5 ChatGPT prompts to build a 100-year brand

If you could get everything right today, your business’ upward trajectory would start from now. As your customer base grew, so would its reputation, website power, pipeline and number of referrals. More customers would tell their friends, more of your future would be secure. Start the ball rolling with these five key elements. Define your X-factor, build a moat around your company, and assess your brand voice to communicate with clarity. Lock in your acquisition by assessing prospect lost reasons and punch up your emails with ChatGPT’s critical eye. The next century starts today.

Build a brand that goes the distance with ChatGPT

Define your X-factor

In a sea of sameness, you can only compete on price. And no one wants to do that. Stand out for something else. Find your X-factor. According to Orzechowski, this is “the thing about your brand that means consumers inconvenience themselves to buy from you instead of taking a more convenient or cheaper option.” You should know exactly what your X-factor is so you can lean into it more. Use this prompt to clearly articulate the difference between you and everyone else.

Feature Image Credit: CHRIS ORZECHOWSKI

By Jodie Cook

Follow me on Twitter or LinkedIn. Check out my website or some of my other work here.

Founder of Coachvox AI – we make AI coaches. Forbes 30 under 30 class of 2017. Post-exit entrepreneur and author of Ten Year Career. Competitive powerlifter and digital nomad.

Sourced from Forbes

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5 Key Elements of Selling Your Brand to the Media

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BY EMILY REYNOLDS BERGH

Having a solid brand and getting your brand publicized are two distinct things. Here are insights on how to increase your chances of garnering your brand’s media coverage.

Let’s clarify something right from the start: crafting your brand and promoting your brand are two distinct functions. The first is a wholly creative process, usually the foundational floor you lay before ever adding one brick to your business. Your brand is a look, a feel and a message. It has a tone, a personality, a presence — it’s what you’re all about.

Getting that brand presence out there into the world is a whole different matter, however. It has to land with your audience, align with the current marketplace and resonate with investors and stakeholders. And when it comes to the media — those individuals and outlets that are hugely influential in determining which brands will be highly publicized and which brands will flounder amid the vast landscape of competitors — you actually have to sell them on your brand.

How do you do that? By piquing their curiosity and capturing their attention. Securing media coverage depends on enticing influencers to take a closer look at your brand, then (consequently and hopefully) widely disseminating all the good news about your company that you already know.

Here’s what I’ve discovered about selling a brand to the media in my 20+ years as a public relations specialist.

Selling point #1: A compelling story

Media people are people first, journalists second, and just like me and you when we’re out shopping around for something new, they want to be interested in something potentially enriching and exciting. Nowadays, the route to elicit that interest is captivating storytelling. In fact, at the heart of any on-point media pitch is compelling storytelling, and although it’s your publicist’s job to compose a narrative that integrates your brand’s journey, values and impact, it’s your job to make sure that narrative is relatable and emotionally engaging by infusing it with authenticity and originality.

For example, there might be nothing new to say under the sun about Brussels sprouts. But when one of my restaurant clients started telling me one day about how his exposure to community gardening as a boy when he was volunteering with his uncle led to his passion for organically grown farm-to-table produce, suddenly my pitch about “Uncle Bernie’s Brussels Sprouts” on his menu came alive with character and flair. I had a similar experience with an interior designer who just started sharing with me how sitting on the floor as a child watching her mother paint in the basement led to her obsession with color and space. Voilà, I had my brand pitch.

The point is: To do something that has invariably been overdone, infuse it with the personal because that’s the direction in which media coverage is moving. Your product or service doesn’t matter as much these days as your givebacks, your community imprint or your origin story. Media professionals are always on the lookout for something with a touch of uniqueness — appeal to their humanity by delivering that in the way that only you can.

Selling point #2: Clarity and conciseness

Next comes appealing to the ear. The media industry is abuzz with announcements of the “latest and greatest” this or that and is positively awash in a sea of submitted content. To get your piece to rise to the top instead of drowning, recognize that time is a precious commodity in this fast-paced industry and act accordingly.

When pitching your brand, ensure that your messaging is succinct and easily digestible. Clearly articulate what makes your brand singular and why that should matter to the modern consumer. If you can showcase how your brand addresses a specific need or accords with a particular trend in the market, all the better. Short and punchy; a well-crafted elevator pitch — that’s what the media wants to hear.

Selling point #3: Visual interest

Appealing to the eye is equally vital to lure attention to your brand, and this step is actually fun to pursue. Enhance all your brand materials with visually arresting images, high-quality and thought-provoking photos, spiffy infographics and entertaining video snippets. All should support your brand’s story and messaging, and yet all do so in graphic format instead of text-only language. People like this; the media loves this — you’re supplying them with ready-to-use content that’s already primed for public viewing!

Selling point #4: Data-driven impact

A picture may be worth a thousand words, but in business spheres, facts will almost always trump even the most imaginatively composed fiction. The story still matters — the story will always take centre stage — but you’ll want to back up your brand’s story with concrete data and evidence of effectiveness.

The media is drawn more to brands that can demonstrate quantitative, not just qualitative, success, so brand pitches are an ideal place to seamlessly work into the narrative customer satisfaction ratings, market share percentage and social impact. Appeal to the intellect here by incorporating applicable statistics, case studies and testimonials that speak to the relevance of your brand in the market and give your story backbone and validity.

Selling point #5: Media-friendly assets

Lastly, don’t underestimate the value of supplying the media with eye-catching, user-directed assets that have been custom-tailored to present your business in its best possible light, in its most irresistible packaging. You’re appealing to the media’s sensibilities here with materials that serve as excellent resources to supplement and support the pieces you’re hoping they’ll write or air.

I recommend creating a media kit that includes high-resolution images, print-ready logo formats, links to video content, key points that make you stand out and any other pertinent information that will infuse journalists’ articles with details and descriptions exclusive to your brand. Then, when requests for interviews start coming in, be responsive and make yourself easily available. The objective for brand pitches — for any kind of pitch, really — is to snag the media’s interest in further exploring your brand. When you get them on the line with your hook, the sale has been made!

BY EMILY REYNOLDS BERGH

ENTREPRENEUR LEADERSHIP NETWORK® CONTRIBUTOR

Founder at R Public Relations Firm. Emily Reynolds Bergh — vintage-shoe hoarder, cycling junkie, & lover of pink drinks — is a marketing & PR pro with 15+ years of experience under her belt. Now the founder & owner of the award-winning R Public Relations based in New York, she’s been featured in numerous publications & podcasts.

Sourced from Entrepreneur

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Strategically Growing Your Brand’s Retail Footprint In The Digital Age

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By Jeff Stillwell

In the age of big-box online retailers, social media influencers and the option of next-day delivery on most online purchases, brands are often left to wonder how (and if) traditional retail growth should be prioritized. Over my 25 years working in the apparel industry, I’ve found the answer to be a resounding yes. Based on this experience, here’s my playbook for successful retail expansion in the e-commerce era.

1. Don’t guess; follow the data.

Most executives know that it’s important to delegate and defer to the expertise of others when needed. For our company, when it came to selecting locations for new storefronts, I knew that we needed real expertise in real estate and market research. So we engaged a company to assist with site selection. This taught me the importance of analyzing metrics such as total population, local home values and average incomes.

Another important data point when considering a storefront is tourism data: What percentages of potential visitors live in the area, and how many are visiting? This analysis can help ensure you’re meeting your current customers where they are. Additionally, examining demographic data such as age, income levels and lifestyle preferences in the target location can provide valuable insights for tailoring your retail storefront to the local community. Understanding the landscape of competitors, including similar businesses and their success rates, can also help you with strategic positioning.

Lastly, evaluate the accessibility and convenience of the chosen location, like transportation infrastructure and parking facilities. These features can be essential to enhancing the overall customer experience and attracting a diverse clientele.

2. Use retail spaces as an interactive way to tell your brand story.

Once you’ve identified the ideal spot for a new store, focus on the experiential aspects of the build-out. Even as you expand to new markets, keep in mind what your current and future customers expect when they come to your location, and ensure the same top-quality experience across all of your locations, from the look and feel to messaging and staff training. Staying committed to making your brand story tangible can allow you to take the next step toward incorporating unique design touches and merchandising that will make customers in the area feel understood.

3. Make smart decisions, and don’t be afraid of rapid growth.

When pursuing expansion, it is important to develop a robust strategy. Instead of spontaneous choices, devise long-term strategies that incorporate potential growth avenues. Keep an eye out for market situations that present favourable conditions, and stay in tune with sector trends and consumer patterns in order to make informed decisions. By recognizing and adjusting accordingly to demand swings, your business can flourish and become more resilient—which helps make long-term growth sustainable.

While strategically growing my company’s retail footprint, our key takeaways have pointed to the continued importance of traditional retail in an e-commerce-driven world. By emphasizing data-driven decision-making, the branded experience your storefronts provide and a diversified channel mix, you can achieve informed, strategic growth. In an era of uncertainty and rapid change, embracing opportunities, investing in expertise and maintaining a strong physical presence can be pivotal as you forge lasting connections with your customers.

Feature Image Credit: GETTY

By Jeff Stillwell

Jeff Stillwell is president of Salt Life, LLC, and a 25-year veteran of the apparel industry. Read Jeff Stillwell’s full executive profile here.

Sourced from Forbes

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5 Innovative PR Strategies to Boost Your Brand in 2024

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By Hannah Cranston 

Let this year be where your brand’s story becomes not just told but celebrated.

The onset of a new year brings a fresh perspective, encouraging leaders to evaluate and enhance how they communicate and connect with their audiences. Brands and their leaders are presented with the opportunity to redefine and strengthen their public relations (PR) and media approaches. The new year is a time for innovation and growth, and in the realm of PR, it’s about crafting strategies that resonate with your audience and set your brand apart.

Let’s explore five transformative strategies that can redefine how you approach PR this year, ensuring your brand remains at the forefront of innovation and engagement.

1. Be proactive, not reactive

The cornerstone of a robust PR strategy is proactivity. Anticipating trends, understanding your audience’s evolving needs, and preparing your narrative well in advance can position your brand as a leader rather than a follower. However, the magic lies in balancing this preparedness with the ability to pivot.

The PR landscape is dynamic, and success often hinges on your ability to swiftly adapt to unforeseen events and trends. Your PR strategy must continuously monitor the media landscape, understand emerging platforms and identify potential opportunities or threats. It’s about having a strategic plan in place while being ready to make quick, informed decisions when the unexpected occurs. This blend of foresight and flexibility enables a brand to stay relevant and engaging in our fast-paced world.

2. Storytelling over selling

Consumers seek more than just a product or service; they crave a connection, a story they can be part of. This shift necessitates a move from straightforward selling to compelling storytelling. Crafting narratives that encapsulate your brand’s ethos and resonate with your audience’s aspirations creates a deeper, more meaningful connection. These stories should be authentic, relatable, and, most importantly, reflective of your brand’s values.

Effective storytelling in PR is about weaving a narrative that informs, inspires and engages the audience. It’s about finding the unique elements of your brand’s story and telling them in a way that creates an emotional resonance with your audience, making your brand memorable and impactful.

3. A 360-degree approach

In today’s multifaceted media landscape, relying solely on digital media can limit your brand’s reach. A holistic approach encompassing podcasts, Instagram Lives, broadcast media, and more can significantly enhance your PR strategy. Each medium offers unique opportunities and access to different audience segments.

For instance, podcasts can provide a more intimate way to convey your story, while Instagram Live can foster real-time engagement. This diverse approach ensures a more comprehensive and impactful reach. A 360-degree approach also means integrating your PR strategy with other marketing efforts, ensuring a consistent brand message across all platforms. It’s about leveraging each medium’s strengths to create a cohesive and far-reaching brand narrative.

4. Think beyond the press release

While the traditional press release still has its place, today’s PR landscape calls for a more creative approach. It’s about breaking the mould and finding innovative ways to share your story. This could mean crafting immersive digital experiences, collaborating with influencers in unique ways, or leveraging emerging technologies to create engaging narratives.

The key is to think outside the box, offering your audience something fresh and unexpected, which in turn can generate more interest and coverage. It’s about creating content that not only informs but also entertains and engages your audience, making your brand stand out in a crowded media landscape.

5. The power of delegation

Hiring a dedicated PR team is a game-changer for any business looking to elevate its public image. The complexity and nuances of modern PR require specialized skills that only a dedicated team can provide. A PR team allows the brand to have experts solely focused on PR, ensuring that each campaign is well-crafted and aligns perfectly with the brand’s overall goals and image. This dedicated team becomes the brand’s storytellers and reputation guardians, adept at navigating the ever-changing media landscape and adeptly crafting the brand’s presence in the public eye.

Let this new year be the moment you ignite a transformative journey in your PR endeavors. Envision your brand not just as a participant in the market but as a trailblazer, setting new standards in how stories are told and connections are made. Let the passion for your brand fuel innovative strategies, and allow the expertise of a dedicated PR team to amplify your voice.

By Hannah Cranston 

Entrepreneur Leadership Network® Contributor

Hannah Cranston is CEO of HCM, a PR & communications agency that helps changemakers share their story with the world. HCM’s clients have run for President, developed a TV series, created a YouTube channel with millions of followers, interviewed the top business leaders in the world, and gone viral!

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