Refresh Your Brand Message
Need to refresh your brand message?
I received a package of those funny cocktail napkins. It says, “if you accept a dinner invitation, you have a moral obligation to be amusing” … credited to Wallis, Duchess of Windsor.
Catchy, yes. Important reminder, also yes.
If you have the opportunity to meet with a potential customer, loyal employee, inquisitive reporter, or a powerful legislator … you have the obligation to carry the flag for your organization. With all that the last few years have delivered, are your brand messages current and relevant for your essential audiences?
Several of our public relations clients took advantage of 2021 to be certain their brand position was on target. They reviewed how members of their organization with different responsibilities described the same products and found vast inconsistency. They certainly aren’t alone as this Harvard Business Review column details. And so they engaged in the process of finding concise, compelling ways to deliver their organizational reasons for being.
We helped them refocus on “the why” of their business through the perspective of their customers. One higher education client invested in the process for one new degree prior to its launch; they found it so worthwhile that before the end of the year we had refreshed the messaging for every single degree the university offers. Another human services organization re-framed their complex story around a single, compelling notion that drives everything that they do. Now all members of the team more easily describe the mission and navigate questions.
This Qualtrics article rightly says: “Customers, not companies, own brand perception.” Helping customers learn and experience what your brand represents is essential. It starts with strong brand identity, relevant storytelling and employees who are well-trained to deliver your refreshed brand message.
The CGPR team is here to pressure test your messaging and help refresh your team in how to deliver compelling sales presentations, media interviews and executive speeches. Contact us to get started.