One PR Powerhouse Unveils The Secrets To Building Iconic Brands

Building a brand takes a lot of work, grit, strategy, and even some luck thrown in, but no matter what your strategy is, public relations is like adding fuel to the fire. It’s a key step in establishing brand credibility, amplifying marketing strategies and campaigns, managing the company’s reputation, and building customer interest.

Neerja Patel, a seasoned publicist who has represented brands such as Shopify, Lufthansa Airlines, Caroline’s on Broadway, and comedian Zarna Garg, shares her top tips for building these iconic brands and how to leverage the power of media. 

Know Your Brand Value

Knowing your brand value and having a strong brand identity resonates with target audiences and carries a compelling narrative. 

“It’s important to understand your brand inside and out, beyond just its product. What is the mission, who is your audience, what are the values, who are your competitors? These are all great questions to ask yourself and understand about your brand so it has a strong identity, and you can control the narrative,” says Patel, CEO of Neerja Public Relations, a branding agency focused on uplifting South Asian voices.

How the general public perceives your brand can be the distinguishing factor between a flourishing brand or one that falls flat. 

Work On Media Relationships

Developing relationships in the media is critical. It’s important to know who you are pitching to and who isn’t a good fit for your brand. This takes some research not only on the publications you have in mind, but also each journalist you reach out to – ensure your brand is a perfect fit for their column. 

“Be knowledgeable about journalists who are writing about your field and brands that are similar to yours. Attend industry events where you can meet journalists in person and develop personal relationships. Read their articles and understand journalists’ writing styles so you can be more personable in your approach when pitching,” adds Patel.

Invest In Your Creative Assets

“Develop a good media kit, have a strong long and short pitch, create a catchy tagline and have visually appealing assets. Even before people try your product, they often judge based on packaging and the messaging it sends. Having a professional presentation helps with visual consistency, adds credibility, and gives media all your information in one place.”

Utilize Social Media Platforms (Correctly)

More people discover new brands, products, and services through social media ads than by word-of-mouth recommendations, brand and product websites, and consumer review sites. 

“The key to social media is to understand the difference between the various platforms. Some content works better on some platforms than the other. Therefore, it’s important to create engaging content that is specific for that particular platform. It’s also important to not be one sided and only post, but also to interact with your audience on a timely manner. Your online presence can really make or break your brand image. Therefore make sure you build a strong and kind social media persona for your brand. Remember this is your messaging board, and you get to control the narrative so utilize it to the max. Social media is an incredibly powerful tool for brand building and fostering connections.”

Know what social media is good for and what it is not – only 4% of journalists want to receive pitches via social media, 91% prefer pitches via email.

Leverage Events And Collaborations

“Events have been a huge part of brand building for our clients. Impactful events can not only generate media coverage but also build brand awareness and general social media buzz. It gives your audience a chance to connect with the brand, and the founder in a personal manner, develop a meaningful relationship and build credibility.  Another strong way to brand build is to collaborate with other brands and founders. Collaborating with others that align with your values and your mission can be a huge asset to both companies and an introduction to new audiences.”

Build Community 

As always, authenticity and genuine connections with the people you meet and work with is of utmost importance. 

“This is one of the most important parts of building a business for me. Position yourself as a team player. Be part of local events, support other businesses, and engage in local community activities. It’s important to be more than just a brand, and strive to be a supporting member of society. Community engagement can help in building trust as well as help your brand grow by word-of-mouth news, local media support and increased event attendance.”