The Power of PR in Building Brand Recognition
Brand recognition is essential for standing out, building trust, and establishing credibility. Public relations (PR) is a powerful tool that can be used to shape how a brand, whether corporate or personal, is perceived. By leveraging the right PR strategies, you can increase visibility, strengthen reputation, and influence public perception.
At the core of successful PR is the ability to craft compelling narratives. PR professionals play a key role in shaping these stories, highlighting a brand’s mission, values, and unique attributes. A well-crafted message makes a brand more relatable and memorable, while authentic storytelling fosters emotional connections with the public, helping brands stay relevant.
For example, Marigold worked with Kinloch Wellness, a Canadian company offering natural wellness solutions, to craft an authentic story around their CBD and rare cannabinoid products. Ahead of Mother’s Day 2024, the campaign elevated self-care routines and engaged their target audience across Canada. The campaign exceeded expectations, with 90+ conversions for branded t-shirts and samples from cannabis retailers, user-generated content of the self-care packages reaching over 50,000 followers, and strengthened relationships with retail contacts in 200 Canadian stores through direct mail. This success highlights how a strong narrative can increase brand visibility and deepen customer connections.
Traditional PR strategies have long focused on securing earned media coverage in newspapers, magazines, and trade journals, as well as TV, radio, and online platforms. This type of media exposure increases visibility and enhances credibility. When your brand is consistently featured in trusted and relevant media outlets, it not only builds recognition but also establishes trust.
For instance, Relm Cannabis, one of Ontario’s first legal cannabis retailers, leveraged Marigold’s expertise and the power of earned media to promote its grand re-opening after a four-month closure due to a burst pipe that put Relm’s established community presence at risk. The reopening attracted 69 attendees and featured eight cannabis brands, including Sticky Greens and BLK MKT, who activated onsite, while Collective Project, Medipharm Labs, Muskoka Grown, General Admission, No Future, and Pearls contributed samples, giveaways, and VIP experiences.
The event and re-opening earned widespread coverage, reaching over 1.68 million people through top outlets like BurlingtonToday, StratCann, Inside Halton, and local cannabis influencers. The campaign successfully re-established Relm’s market presence, with sales increasing post-event. Owner David Nguyen referred to the event as a turning point for Relm, highlighting how PR helped the brand not only recover but thrive.
The PR landscape has also evolved with the rise of digital platforms. Social media has become a key component of modern PR, expanding reach and amplifying your message across a wide array of online channels. Digital PR ensures that your brand remains top-of-mind and engages audiences where they spend much of their time. Influencer marketing is another powerful tool. Collaborating with influencers or strategic partners who have an established following can significantly boost credibility and visibility. Influencers’ loyal audiences engage with authentic endorsements, creating lasting impressions.
Positioning key figures within your brand as thought leaders and experts can greatly enhance credibility. This can be achieved through thought leadership articles, op-eds, and media interviews that showcase expertise and insights. Speaking at conferences and on panels also provides opportunities to reach new audiences and establish authority in an industry.
PR also plays an essential role in controlling the narrative and maintaining public trust in times of crisis. Transparent communication and strategic messaging are key to mitigating damage and restoring confidence. By addressing issues head-on and demonstrating accountability, brands can turn challenges into opportunities, reinforcing their values and commitment to the public. Effective crisis management is a powerful tool for turning potentially damaging situations into a chance to showcase resilience and dedication.
Ultimately, PR drives brand recognition. By prioritizing thoughtful and strategic PR efforts, you can not only increase your visibility but also cultivate trust and authenticity that will keep your brand relevant and impactful for years to come. At Marigold Marketing & PR, we specialize in helping businesses and individuals raise their profile and stand out in their industries. Reach out to find out more about how we can elevate your brand and build a lasting connection with your audience. Email us at info@marigoldpr.com.
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