When it comes to creating the perfect brand, there’s no one-size-fits-all strategy. Even if there was an ultimate guide to branding, the marketplace and its trends change so frequently that it’s difficult to keep ahead of an ever-evolving space. To make sure that they’re constantly connecting with their customers in the most successful way possible, most organisations will need to dedicate some of their time and energy to staying ahead of the trends. Aside from creating a logo that suits the current style, thinking about whether a brand name needs to be changed, and adjusting a messaging system to meet with the personality of a buyer persona, a company needs to re-adjust their brand to respond to the requirements of the time. The question is, how can the average organization master branding in 2018?

Starting with an Audit

The easiest and most effective way to upgrade a marketing strategy is to start by finding out what people currently think about your company. Regardless of whether a company actively cultivates an identity for their firm or not, the chances are that their clients are already having a conversation about them online. To know whether that identity meets with modern standards, organisations will need to learn as much as they can. In 2018, companies can check their current reputation by googling their brand name, looking for relevant hashtags, or checking @Mentions. It’s also worth looking into specific tools that are designed to help with branding and social listening.

Build a Stronger Online Presence

A few years ago, the only thing a company could do to enhance their online presence was create a website, a blog, and maybe a Facebook and Twitter page. While each of these things still carry their own share of value, there are plenty of additional ways to boost online presence in 2018. For instance, Snapchat and Instagram are more popular than ever in a visually-focused marketplace. Additionally, video has grown increasingly popular among younger audiences, with YouTube channels for brands sprouting up around the world. There’s even the option to make the most of Facebook Live to offer behind-the scenes insights into what makes a brand so special.

Transparency and Relationships are Key

Finally, in 2018, a brand needs to be much more than just a name and logo. The right brand should be powerful because it builds affinity and trust with an audience. Customers want to be able to rely on their companies to give them the best possible experience every time, and customer satisfaction is quickly becoming one of the most important differentiators for any business. A company that can be transparent and focus on purpose will achieve better customer relationships in 2018, as clients look for more meaningful interactions in the crowded marketplace. Indeed, while companies have often shied away from social issues and political discussions in the past, 2018 is a time when all companies need to stand for something if they want their brand to shine.

Customers expect the best brands to voice their opinions on matters, even if this means alienating people outside of their key demographic.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

Ronn Torossian with Israeli Ambassador Danny Danon
Ronn Torossian with Israeli Ambassador Danny Danon


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.