{"id":129491,"date":"2020-04-14T09:13:21","date_gmt":"2020-04-14T08:13:21","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=129491"},"modified":"2020-04-14T10:42:02","modified_gmt":"2020-04-14T09:42:02","slug":"making-the-right-name-for-yourself-during-challenging-times","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/making-the-right-name-for-yourself-during-challenging-times\/","title":{"rendered":"Making the right name for yourself during challenging times"},"content":{"rendered":"

This is a guest post from Carie Barkhuizen, founder of Seymour PR<\/a>, on building a positive brand identity during unusual times. <\/em><\/p>\n

Your brand identity is how customers perceive you. During these unprecedented times, it can be more important than ever.<\/strong><\/p>\n

Right now, consumers are sensitive, exposed and changing their purchasing behaviours. Being confined to the home means we\u2019re inevitably scrolling, browsing and consuming much more information than we usually would. In fact, a generation that hasn\u2019t typically engaged with digital media is learning to do so in order to stay connected with the outside world.<\/p>\n

For businesses of all sizes, it\u2019s now more important than ever for your digital presence to be strong, clear and active \u2013 whether you do business online or not.<\/p>\n

It comes down to the fact that in today\u2019s world, you are who Google says you are. Fact. A simple way to look at it is to view your online brand as a person; someone unique, with their own beliefs, values, look and feel. Your brand identity is what sets you apart from others.<\/p>\n

However, the difficulty here, both now and outside of a global crisis, is that building an online profile can take time. And it can be costly. We are regularly approached by start-ups and small businesses who want to build their presence online but have limited budgets, which could potentially be even more limited when we come out the other side of COVID-19.<\/p>\n

To help with this problem, my team at Seymour PR has partnered with digital marketing agency Brandlective<\/a> to launch Profile Kickstarter; a service that offers businesses without huge PR and marketing budgets a means to quickly build brand identity online.<\/p>\n

During the course of developing this service we\u2019ve learned some lessons about what to consider when building an online profile:<\/p>\n

1) Start with your story<\/span><\/strong>
\nWe\u2019re all consumers, so we know that the best brands are those that sell us an authentic story. Often, start-ups and small brands leave PR until the end of their marketing plan, which can have a major impact on the quality of storytelling that they can produce when the time is right. But the story is how we connect with a brand and ultimately what leads to purchasing decisions.<\/p>\n

When telling your brand\u2019s story, assess whether it includes some, or all, of the core news values; impact, timeliness, prominence, proximity, bizarreness and conflict. Effective use of these values will guarantee your name in headlines.<\/p>\n

Right now, timeliness is the most important. The world is feeling sensitive and rightly so. Don\u2019t talk about how your brand helps with the commute, being promoted at work or family days out when the world is on lock down.<\/p>\n

2) Be clear<\/span><\/strong>
\nTo build a strong brand identity, it\u2019s important to establish a clear mission statement and set of brand values from the get-go. Your brand must send a concise message across your website, social media, and all marketing and editorial materials.<\/p>\n

3) Don\u2019t be afraid of the little guys<\/span><\/strong>
\nWe all want to see our name written on the pink pages of the FT, or the front cover of TIME. But when it comes to media, you\u2019re most likely going to have to work your way to the top, so don\u2019t dismiss smaller online media outlets.<\/p>\n

4) The customer comes first<\/span><\/strong>
\nYour job is to be the solution to your customer\u2019s problem. Sometimes, that means stepping outside your comfort zone. Stacey Kehoe, communications director at Brandlective said: \u2018Around 79% of brands lack engagement online. You must remember it’s not about you, it\u2019s about considering where your audience spends its time online. A common mistake that brands make is that they tell the right story on the wrong platform. Make sure you\u2019re building your brand identity on a platform that your customers are actually using, rather than your favourite platform.\u2019<\/p>\n

More information on Profile Kickstarter can be found here<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Your brand identity is how customers perceive you. During these unprecedented times, it can be more important than ever.<\/p>\n","protected":false},"author":423,"featured_media":129497,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/129491"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=129491"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/129491\/revisions"}],"predecessor-version":[{"id":129501,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/129491\/revisions\/129501"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/129497"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=129491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=129491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=129491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}