“Because brand awareness is all about a consumer’s interest in recognizing a product thanks to good PR, there are many companies that have a staff composed of both public relations and branding professionals who work in concert to promote a client’s business or other offering. In turn, a good product PR campaign is all about top-of-mind awareness, or brand awareness, say experts. For instance, when a customer’s are asked to identify a product, the success of a good PR campaign is largely judged on a brand’s familiarity.” – stolen from 5W Gets PR
I hate that I had to steal this quote, but when researching the importance of Branding and PR working together, I found this quote from another agency, and it stated exactly what I was thinking. In the past few months, we’ve had several organizations approach us (no names to be given) and asked us to get the word out about their campaign, product, or event. And in the middle of our conversation, they’ll state either:
“I don’t like our logo.”
“I don’t think the name of our event portrays us correctly.”
“Our tagline gives the wrong message.”
This is no one’s fault. There’s a chance to be taken when needing a logo, business name, and tagline in a rush, and hoping that they’ll work when your business finally has a set direction and audience. It happened to me…
When I first started this agency, I was lucky enough to have a client before my “PR and Social Firm” was even established as an LLC. I had to pick a name and went with L’Acadian Communications. I made my own logo on a free website service. It was okay for a consultant, but did it work for an agency that represented both local and international brands? Maybe? Was it going to win an ADDY? Hell no.
As my list of clients grew, and I hired on employees, we found ourselves to be working with more outdoor brands and a variety of Lafayette brands. My message changed from “consultant taking any work” to “an agency that provides experience from international brands, yet delivers the same science to companies with a local reach as well.” How was I going to use L’Acadian, a name that only means something to people from South Louisiana, and introduce us to new clients in Florida, Massachusetts, or Panama? We couldn’t. So we became Ninety-Two West. I’ll let you guess on why this name makes sense. Hint: It has a connection to the Meridian. 🙂
We had to re-brand with a new name, logo, website, messaging, and more. It wasn’t easy, but it was worth it. And even if our list of clients change in the next 10 years, the name Ninety-Two West will always work. It’s not always that easy, so if you know that your company will have a clear plan and direction that won’t waiver, then invest in working TOGETHER with both BRANDING and PR teams.