As consumers become more and more savvy, businesses are looking to new ways to build their brands and increase their visibility. And the future of PR is in the hands of the influencers, stylists and bloggers.
The media landscape has changed dramatically in the last few years. It used to be that if you wanted to get your brand in front of a certain audience, you had to go through the gatekeepers of traditional media – the editors of newspapers and magazines. But now there are so many more ways to reach people – and those ways aren’t always controlled by those same gatekeepers.
So how do brands build a relationship with the influencers and stylists who will help spread their message? How do they get themselves noticed among all these new options? And how do they make sure their message doesn’t get lost in the clutter? Read on!
It’s all about creating a brand that stands out from the crowd and has something to say.
A brand is more than just a logo and a name – it’s an entire system designed to generate interest in your product or service. If you want to build a strong brand, you need to start by creating an identity for yourself that’s memorable and recognizable among consumers. When people see your logo or hear your name, they should be able to say “Oh yeah! That’s [name], I love their products!” That’s how brands are built – through repetition and consistency.
The way we see it, there are two main ways to build a brand: one is by getting your name out there; the other is by building relationships with people who will promote you. The first option is expensive and not very effective; the second one can be done on a shoestring budget with just a few simple steps.
Find people who are passionate about what you do, and then give them the freedom to express themselves through your brand.
Partner with creators who have a real connection with your product or service, and let them show off their own style while telling their followers why they love it so much.
How? As with any relationship, the first step is to get to know each other. The more you understand about the creators, the better you can tailor your content and make sure it’s relevant to them. For example, if you’re looking for fashion bloggers to feature in an editorial campaign, research their style – what types of clothes they wear and what brands they like – and make sure your products fit in with that aesthetic.
Work with bloggers, stylists, and influencers in an authentic way that builds credibility for your brand
These days it seems like everyone is trying to get in on the action when it comes to influencer marketing. When partnering with a digital creator, make sure you know what kind of content you want from them. Do you want them to write about your brand, or do you want them to create original content for your blog? You might be able to get away with a lot more authentic content if you’re working with someone who’s not super famous or recognisable.
Have a clear idea of how many posts you want from each influencer, how many times per week they’ll post them (and which days), and what format those posts should take (like photos or videos). If it’s not clear from their style or previous posts what kind of content they’d produce best, ask them if they have any ideas for blog posts or videos. If they don’t have any ideas but just want “creative freedom,” then make sure that you have a clear vision of what kind of content you’d like to see from them.
Always give them plenty of information about your brand and what they’ll be posting so they can be sure that it fits with their own style and values as well as yours.
Think outside the box. Find new ways to promote your brand through social media
In the past, building a brand was as simple as building a website and getting it up on Google. But today, the emphasis has shifted from creating a website to building a community. With the advent of social media, we have new and more effective ways to build our brands.
Consider what you want people to do or feel when they see your posts. What kind of responses do you want? Are there specific things that will help drive engagement? If you’re not sure what kind of content will drive engagement, try posting different types of content at different times and see what gets the most response. You can also look at other brands in your industry and see what kinds of things they post that get the most engagement from their followers. Just make sure that whatever type of content you post fits with your brand’s overall identity (and matches up with whatever else is happening on social media).
Get your content noticed. Be discovered by the right people at the right time.
Product photos and visual storytelling are driving the way we communicate and sell, at an ever-increasing rate. Flaunter offers a seamless way for you to upload, distribute, and track your visual content, while also enabling you to increase your brand’s visibility to media, influencers, stylists, bloggers and retailers.