Brand Building: You Must Protect Your House

Your brand is what defines you as a company and influences how you are perceived by your stakeholders. But building a brand, similar to building a house, is an evolving process that doesn’t happen overnight. Just as an unexpected storm can level your house, a PR crisis can destroy brands that are unprepared for the growing number of threats they face. A strong brand is built on the pillars of solid construction, constant maintenance and comprehensive insurance to protect its value. 

Every house starts with a blueprint, and every successful brand begins with a plan to define what your company represents. Creating your brand’s blueprint requires a close collaboration with your internal and external communications team to ensure that the final vision aligns with the goals and objectives of your firm. As you approach the end of each year, use your blueprint to build on what works and identify where you need to strengthen your communications strategy. 

The foundation of your brand is your message. Building your message isn’t as simple as, “This is who we are, this is what we do.”  Ask yourself, what sets my company apart from the competition and what value do we bring to the table that nobody else can?  In the financial industry, your message is your curb appeal and the first impression that sticks with media, potential clients and investors. Media training ensures your foundation rests on solid ground and that every spokesperson knows your message and stays on point during interviews. [More...]

Read more of Jennifer Connelly's PR Blog in Financial Advisor.

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