Public Relations Review Podcast Building Authentic Brands: Successful Strategies for Today's Digital Landscape
Ever wondered what truly makes a brand successful in today's crowded marketplace? Alexandria "Alex" Hammond, principal of Brand News, cuts through the noise with powerful clarity on what matters most when establishing and protecting your brand identity.
Hammond reveals to host Peter Woolfolk the two deceptively simple questions every organization must answer before launching any marketing initiative: "Who are you?" and "Why should people care?" These foundational queries serve as guideposts for authentic brand development that resonates with target audiences. She emphasizes the importance of going where your audience already exists rather than expecting them to come to you – a customer-centric approach that fundamentally shifts how brands should think about their presence across platforms.
The conversation delves into practical strategies for integrated marketing, where public relations, social media, and digital content work in harmony rather than silos. Hammond shares valuable insights on content creation, explaining how earned media coverage gains exponential value when strategically repurposed across owned channels. With audiences' shrinking attention spans, she stresses the importance of front-loading compelling information – you typically have just 30 seconds to capture interest before losing your audience.
Perhaps most valuable is Hammond's expertise in brand protection through crisis communications. She advocates for having crisis plans and teams established before issues arise, noting that it's not the crisis itself that defines brand perception, but how an organization responds and recovers. This requires strategic thinking, clear communication channels, and experienced professionals who understand the nuances of reputation management.
Whether you're a startup defining your identity or an established organization looking to strengthen your brand presence, Hammond's practical wisdom offers a roadmap for authentic connection with audiences. Remember her parting advice: brand building is "definitely a marathon, not a sprint." Give yourself time to develop messaging, refine strategies, and build meaningful relationships with your audience. Your brand's story matters – what are you doing to tell it effectively?
Information on NEW podcast website.
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