Executives think of their brand as a business asset. Marketers and advertisers think of it as their voice. But the communications team knows that brands are living things that need to be nurtured and grown. Here’s how PR can cultivate a brand in the modern business landscape.
With the pace of the technological innovation, the needs and desires of consumers change faster than ever. Companies need to keep up with these changes, adapting their brands to the ways people are communicating.
PR professionals understand this more than anyone and are always on the lookout for new ways to shape the brand strategy around the latest trends.
Historically, the idea of branding was a static concept focused on the way a company looked—the logo, the style guide, etc.—and how it made people feel. Nowadays, brands are dynamic; they breathe, live, and grow with the market and consumer preferences.