Would you like to build a brand that reaches millions of people?

Whether your brand is about you, your company or both, you can draw the attention of millions of people. Depending on how you’ve positioned your brand, you can have a deep impact on society, help a ton of people and earn a fortune.

However, we are often surprised by the vast majority of companies that focus on establishing their brands before finding their strategy. These people set up their social media channels, websites, books, photos and everything else, but they fail to pull in a dollar, while losing thousands in the process.

This behavior is synonymous to asking for taste without supplying the salt. If you want customers, you need to concoct a flavour that builds trust in the marketplace, while simultaneously giving your prospects something to satiate their appetites. Your marketing message is the salt that adds flavour to your branding efforts.

The better your marketing message is, the hungrier people will be for your products and services. Even as you add flavour to your brand, you’ll still need to attract those who are salivating for your services. You also need to pay attention to those who don’t know that they’ll be hungry in the future. Therefore, your brand is always supplying a feast, regardless of who’s ready to eat.

Whether people know you exist or not, you need to have the right approach when creating a branding strategy. If your goal is to reach the masses with your products and services, here are the seven ways to attract millions of people to your brand:

1. Leverage social media.

Most social media platforms are free, yet most people fail to use it correctly for branding purposes. The problem is that they are too busy consuming articles, videos, quotes and stories, instead of producing it themselves.

You want to be a diligent learner, but at some point you’ll want to create your own content for the world. Your social media platforms should build massive excitement for your targeted audience.

You should be fluent in at least three of your social media accounts. Personally, Daniel advocates Facebook, Twitter, YouTube and LinkedIn since they’ve helped him reach the most clients.

However, he has seen people who’ve made a massive impact on Instagram, Periscope, Pinterest, and others. Only share content on the social media channels that work best for your business.

“Content is King.”—Sumner Redstone

2. Develop strong websites.

Every legitimate business has a website, but not every website out there is good. There are many crucial parts of your website that must be master: email capture, contact information, layout, copy-writing, visual aids, etc.

Overall, good websites require substance more than anything else. Substance is basically content that appeals to your audience.

Your website must inform, inspire, and engage. If people don’t find what they want in a website, they leave immediately. At Daniel Ally’s company, Dignify Designs, they build websites that draw traffic and get people to engage, giving you the ability to convert your leads into sales, which is the purpose of a business website.

3. Learn copywriting.

In order to reach the masses, he highly suggests you learn the secret skill of copywriting. Copywriting is a form of writing that publicists and advertisers use to reach billions of consumers every day. If you don’t have time to learn the million-dollar skill of writing copy, you can delegate it to someone who does.

This is the single-most missing element in the majority of brands. There are many books on the subject of copywriting: Joe Sugarman, Robert Bly, David Oglivy, and Victor Schwab have all written fascinating books that could change the entire course of your brand.

By cultivating the skill of writing copy, you’ll have the ability to reach millions of people. Either way, writing excellent copy allows you to strategically fashion your words to optimise your reach.

“Either write something worth reading or do something worth writing.”—Benjamin Franklin

4. Implant visual aids.

Have you ever seen websites without photos or videos? Webpages with videos and photos stand out far more than those that don’t. It also allows your reader to focus their attention on your brand by capturing their eyes. Since most people have photographic memories, the right visual aids dramatically enhance your brand.

Your websites and social media should be tattooed with visual aids of yourself, events, products and other goods. Photos and videos add proof of what you’re doing in your business. In many industries, many people aren’t able to secure opportunities simply because they don’t have visual aids to build trust. Who’s going to believe you without any visual evidence?

5. Be memorable.

What do you want to be remembered for? If you want to have a favourable reputation in the marketplace, you have to create your own reputation.

You also want to make sure your name is easy to spell and pronounce. It’s perfectly fine to cherish your name, but if it’s difficult to spell or pronounce to your client, you won’t be remembered.

The biggest and easiest names have two syllables: Branson, Buffet, Clinton, Oprah, etc. Then there are easy business names: Apple, Twitter, Facebook and Walmart.

Also, if your name is very common, like John Smith, you might want to have a nickname or add a middle initial. Your name is a big part of business and you want to be searchable for your audience.

Your reputation is your best advertisement.

6. Write a book.

When people like you, they’ll always buy your book. In Daniel’s business, his book allows him to get through amazing doors of opportunity. His chances also increased dramatically when people read his book. Once they discover the great ideas that he shares, he automatically has a new life-long fan. Plus, you never know who could be reading your book!

After selling thousands of books, he can tell you that publishing a book is a potent credential. In some cases, it can be comparable to an MBA or Ph.D. Either way, your book will expose you to other opportunities, which can lead you to bigger audiences to serve.

If you’re interested in publishing a book, but don’t know where to start, send him an email and he’ll give you more information.

“Writing is the beginning of all wealth.”—Benjamin Franklin

7. Create your backstory.

Since the beginning of human civilisation, we’ve learned our greatest lessons through the art of storytelling.

A backstory is a narrative that gives your audience enough information about you to make an informed decision. Backstories give your audience the transparency to know who you are and what you represent. It also gives your brand an emotional tone and deeper meaning to your marketing message.

Your backstory should be congruent and favorable to everything you’ve marketed about. This includes biographies, testimonials and credentials.

Oftentimes, you’ll see people with backstories that are either confusing, contradicting or boring. The brands with the best back story will always set you up for your front-story, which is the moment you deliver your product or service.

Establishing your brand is about planting as many seeds as you can with your marketing. Before you take any of these suggestions, make sure you have a plan for execution. If you invest in a first-class brand without a strategy, it’s the same as having a restaurant without chefs.

However, once you find a branding strategy and add taste to your menu, everyone will be able to have a feast!

Credit: Daniel Ally | PR Daily

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Viewers watched the characters of “Mad Men” go their separate ways during the show’s series finale, with some staying in agency work and others moving to companies or embarking on solo projects.

The show has offered many parallels to PR, including public relations pointers and client lessons. One additional parallel is the differences between working on communications campaigns in an agency versus within a company.

Here are five differences between working at a PR firm and toiling in an organisation’s PR department:

1. Clients and projects

“As a PR professional, working on a variety of clients allows you to become an expert in several different industries,” says David Parkinson, CEO of Method Communications. “You get to develop your own brand, because you’re interacting with clients and journalists across the spectrum, instead of being pigeonholed into a specific industry.”

Parkinson says agency work requires PR pros to “be great multitaskers,” but for communicators working in firms, juggling responsibilities for many clients is exciting.

By contrast, in-house PR pros can get to know a particular company and industry very well, often becoming an expert in that position.

“You’re able to go deep in a specific area and really see progress over time,” says Austin Langlois, global PR associate at Amway.

Langlois says in-house PR work can sometimes have a niche focus, but it brings a greater “depth of experience.” It also gives communicators more opportunities to concentrate on the brand and its day-to-day engagement with consumers.

2. Daily workload

Working at a PR agency can be quite different from endeavors inside an organisation, but there are similarities.

PR consultant Jeremy Pepper says that when he worked in-house as well as at an agency, his days involved reading emails, trade publications and press clips and preparing for the tasks and meetings scheduled that day (and into the week.)

As far as PR pros’ choosing whether to work at an organisation or an agency, Pepper says it comes down to what you’re looking for in a career, including the types of client experiences you want on your resume.

However, if you’re looking for people to celebrate (or commiserate) with, remember that your in-house co-workers won’t really get what it is you do all day.

“At an agency, it’s a collective of similar-minded people all focused on clients,” Pepper says. “In-house, it’s a group of various people that are working toward the same goal for the company, but outside others in PR, very few people understand what you might be doing, or what goes into PR.”

3. Content creation and sharing

PR and marketing pros are under constant pressure to create content for the audiences of their brands and clients. Does hiring an agency take the pressure off in-house PR teams?

Pepper says it depends on the type of content. An agency should be able to create social media content—some even ghost-write blog posts and guest articles—but brand managers will pay a premium for PR agency pros to work overtime on content creation if the need arises. That’s not the only consideration, though.

“While you want your agency to create content for you as a client, a lot of time it is hard for the agency to be a true topic matter expert and not fully be able to create the content—if you’re looking for deeper than the usual [Facebook] posts,” Pepper says. “The key for in-house or outsourcing is to know the expectations and have a clear set of [tasks].”

Pepper also highlighted the importance of knowing proper practices for using images, including knowing copyright guidelines. Using an image without proper permission and attribution can potentially bring more work—and a headache—to PR pros that have to fix a mistake.

Whether brand managers use an agency or their own company’s communications professionals to get the job done, both types of PR pros should know how to create and share high-quality content.

4. Crisis management

Parkinson says agencies have “built-in expertise” for dealing with crises, because putting out fires is an ongoing activity.

“Agencies also have the advantage of more people to bounce ideas off. When a crisis comes up with one of our clients, we run it by several people—some of whom are not even on the account—before any statement or plan goes out the door,” Parkinson says. “For in-house PR pros, that opportunity to collaborate with other seasoned PR pros can be harder to come by.”

Iain Alexander, founder of Film Industry Network, says using an agency in times of a crisis also brings many resources and expertise to the brand in trouble.

“Big agencies have far more relationships with the media, quite often in multiple industries that you can leverage,” says Alexander.

However, one shouldn’t discount the ability of an in-house PR pro or team to handle a firestorm.

Not only will an organisation’s PR staff have quick access to executives and other brand experts for crisis responses and apologies, they often have a better knowledge of the company and situation.

“The pros of working in-house are that you know your business and you don’t have to explain to a new team the scale of your problem or what you’re trying to prevent,” Alexander says.

He warns, however, that companies in major crises might have to bring in the big guns.

“If you’ve got a major crisis, your internal team might not have the capacity to deal with it or have the relationships to mitigate a crisis that goes national [or] international,” Alexander says.

5. Embracing new trends

Pepper says PR firms should be on top of the latest trends and should test them out in order to give proper counsel to clients. This is important in deciding whether the hot new social media platform is right for your company.

However, bringing in an agency expertise isn’t always possible.

“For a small-business owner, hiring a PR agency to bring a product to market will probably be unaffordable, so it might be more realistic to go with a freelancer as a first step to creating that in-house team,” Alexander says.

It’s important for brand executives and communications professionals alike to realise there’s no “one size fits all” answer for deciding between in-house PR and a PR agency. Every organisation—and perhaps, every project in that organization—requires something different.

“The reality is that the PR (and marketing) industry is pretty much in constant defense mode to those who do not understand it,” Jennifer Leggio, founder and president of Security Marketing Strategy, once wrote in Forbes. “Sparring over ‘do or don’t’ or pitting one type of employee against another only further fuels speculation that perhaps this industry is not serving the growth of businesses as well as it should.”

Credit: Beki Winchel | PR Daily

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