How Branding and PR of Your Startup Plays a Key Role in Its Success
| 5 minutes read
Public Relations/PR has been a quiet underrated and misunderstood concept for decades. Especially among entrepreneurs and the common public at large, who have considered Public Relations as a sheer form of passing out ‘Information’ about the business and its overall achievements or failings? What is exciting to know is the crucial role of drafting and positioning this ‘narrative’ to the general public and stakeholders, that defines the silent prowess of PR. Whereas, digital PR for startups is a strategy used to increase awareness of your brand using online methods. In many ways, it’s similar to traditional PR, but it offers the opportunity to reach a much broader audience that can’t be reached with only offline methods. To make the most impact, digital PR relies on Internet-based strategies such as SEO, content marketing, and social media.
On the other side, branding also plays a key role for startups because not only is it what makes an outstanding impression on consumers, but it permits your customers and clients to know what to assume from your company. It is a way of differentiating yourself from the competitors and clarifying what you offer? And what makes it a better choice?
Your brand is built to be an exact picture of who you are as a business and how you perceive it.
Substantial Growth Observed
In recent years, however, PR has gained significant growth. With the rise of the millennial consumers and entrepreneurs, business is transformed into a much larger, socially positive, and community supportive endeavor. Thus, its influence on society’s lives plays a crucial role in shaping your startup’s brand image. Given the non-paid form of communication, PR has been fruitful in driving holistic, and ‘public-friendly’ consumer connect narratives to indirectly influence consumer behavior and accelerate brand loyalty. Moreover, PR intensely works through conversations with influencers to build a positive and trustworthy narrative that is not directly linked to commercial gains like advertising, making it more reliable and open to acceptance.
A right PR for startups agency is vital for startups, overall growth, and future development. They help to build a positive image of your startup and establish social media networks. Overall they help to build your brand identity. For startups, the primary goal is to grow their audience and increase brand awareness.
Cision’s survey of more than 1600 North American journalists found that consumers believe in earned content than paid, making news media the most trusted medium available to PR for startups and marketing professionals. However, journalists are increasingly inspected for their credibility, and approximately 91% of news watchers believe that the media is less trusted than it was two years ago.
PR professionals need to be prepared to scrupulously research the news outlets they pitch and provide plenty of credible third-party sources, including customers, to support their claims. A successful placement with a trusted news outlet is worth the work: it will earn you serious credibility in your industry and your customers, close to priceless.
Traditional PR practices typically lay the groundwork to build credibility for your brand. Events such as media coverage, company & executive awards, industry analyst briefings, and social media thought leadership could all help to establish your company as an authority in your market. This rated content is more likely to be shared and re-distributed by third parties like your employees, customers, and social media influencers. By generating these chances for thought leadership content to be distributed by your brand, your employees, and especially third parties such as your customers and social media influencers. Brands can further intensify their message of authority, further cementing their reliability within their target audience.
High Page Ranks
Successful SEO requires external links or having your website linked to by other commanding sources. If a news outlet includes a link to your company’s website in a news article, your search rankings can improve dramatically. If the company shares the article on social media, it will also boost your ranking. Google’s algorithms prioritize authority, so the more often you are linked to and quoted by outside sources, the better. And PR, combined with influencer marketing, is the most compelling way to get other people talking about your brand.
A successful marketing campaign depends on telling a convincing story. Today’s PR for startups strategies are less about selling and more about telling stories that engage customers.
In an environment of misinformation, it’s no wonder that the 2017 Edelman Trust Barometer study also found that 82% of B2B decision-makers begin the buying process with a recommendation. Not only will they seek out experts, but they will also look for assurance by learning what your customers put opinion about your company. In addition to customer testimonials, success stories add trust in the buying process. Whether these testimonials are in third-party materials or your private marketing materials, an outstanding PR strategy should always account for customer testimonials and endorsements in your marketing mix.
Having a Unique Identity
A unique identity becomes very important when you want to grow; every competitor delivers a similar product. Still, they differentiate their quality, technology, and try to prove they are offering you the latest innovation which no one offers. But the reality PR hyped the situation, and they are succeeding in their strategies. We do not mean agencies are fooling; in a cut-throat competition, it becomes mandatory for every company to hire PR and reflect the unique identity in front of customers. Always remember, making a unique identity is a crucial success to attract potential customers. For Example, iOS is distinct in its own way if we compare it with the other software in the market. As a result, it has a considerable fanbase, and customers are more loyal to Apple.
Honest feedback on your product will enhance your chances of success
In simple words, when products and services fulfill the needs of customers or if users want some improvement in the product and services, it becomes essential to ask for honest feedback. Feedbacks encourage buyers to buy your products; it maximizes the chances of success in the market. For example- Before purchasing a product on Amazon, we prefer to check feedback from verified buyers. It has been observed that positive feedback encourages buyers to buy your product and services.
How to find a good PR agency for your Startup?
PR agencies come in all shapes and sizes, and they are pretty much expensive (Depend on your requirement)! It is not a case of one size applicable to all when it comes to PR firms. So, the hunt begins to find the right PR for startups firm to match your expectations, work ethics, and, most importantly, accomplish the PR objectives that will move your business forward and create brand awareness and value.
Here are three things to look for when assessing which PR agency to hire:
- A great track record: Everyone talks a good game, especially in PR! But to weed out the talkers from the dynamos, check out what sort of past track record the firm has. To get a feel for its level of experience, ask which companies it’s worked with and especially which case studies and sample work it can share with you.
- Transparency: The PR industry gets a bad rep, and sometimes they deserve it, for not being transparent enough. Just like with any business transaction, customers should know what they are getting for their money. Consequently, you should request PR firms about what you will receive and what strategies need to be adopted. A capable PR firm can and should be transparent.
- A ‘results’ orientation: You should expect positive results relatively quickly. Results will not happen overnight, but if several months passed and the firm is making excuses week after week, and month after month, then it is probably time to move on. Some PR firms have two- or four-month discovery processes — which is absolutely illogical. You’re paying the hefty amount, so the firm you select should be able to start delivering in a matter of weeks, and continue to deliver, if it is any good.
What are you waiting for? Start searching for your PR agency and go big!
Suprotik Sinha is the Content Writer with Synkrama Technologies. He writes about technologies and startups in the global enterprise space. An animal lover, Suprotik, is a postgraduate from Symbiosis Institute of Mass Communication (SIMC) Pune. He carries 6+ years of experience in Content Writing, and he also worked in mainstream broadcast media, where he worked as a Journalist with Ibn7 ( now known as News18 India) and Zee Media in Mumbai.
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