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 (be it made like Cheap Websites but with solid functionality, or a more expensive and personalized endeavor), a blog, and maybe a Facebook and Twitter page and some today might decide to reinvent their website with the help of someone similar to MadeSimpleMedia (https://www.madesimplemedia.co.uk/web-design-brighton) to keep up with current search engine trends to improve brand visibility. 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. If you want to use video to give your business a boost, then you might be interested in learning about the services of Mosaic Media Films. They are a corporate video production austin based visual media specialist who can help you to make videos that get results. Furthermore, 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.

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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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.