If you have anything to do with marketing planning and implementation you’ve likely heard of the owned, earned, social and paid media pillars. While all are important, owned media should be the foundation and driving force behind how these different pieces of your marketing mix interact. Without owned media, how do you get attention from journalists, share your content and information on social media, push consumers to your site through paid social ads, or keep potential consumers in your funnel through your e-mail program? The answer is, you don’t. Or at least you won’t do it well and you’ll spend extra money and reduce ROI.
Messaging is a critical part of any brand. Among many other benefits, it helps set the tone for the brand and ensures that all stakeholders involved in communicating any messages about the brand are aligned. But, arguably, the biggest reason to ensure your brand messaging is thoughtful and purposeful is because it enables potential and existing consumers of your product or service to consistently hear what you’re offering, your values and brand pillars, and why these things are important to them. If this is done correctly and effectively, consumers will connect with your brand and see the value in your product or service.
Many times, businesses overlook the value of branding because they view themselves as just a business and not a brand. Brands should not be viewed as something only concerning Fortune 500 companies. Regardless of the size of your business, branding can provide support to your marketing and communications efforts and, if implemented correctly, will increase the value of your company.
Ask any group of people what branding is, and you will likely get a different answer from each person. You’ll hear all things from a logo to your look-and-feel to letterhead. Often, the words used to describe branding are about what a consumer can see. But, branding actually runs much deeper.