The Art of Branding

& Communication.

Whose face would

you

remember?

Am I MORE to the veil that masks my identity?

Points for Consideration

� Your Brand is the only realcompetitive advantage you have in today’s business environment.

� Your Brand defines your personalityand identity.

� Your Brand is what makes you unique instead of becoming just another face in the crowd.

What is a brand?

Surprisingly, not many organizations understand what branding really is about.

A brand

� is about identity

� differentiates you from the competition

� mirrors how others see you

� communicates your vision, goals, culture and credibility

� is a powerful competitive advantage

How PR Build Brands

EXPLAIN AND COMMUNICATE YOUR PERSONALITY, PULLING THE HEART-STRINGS AND ALTERING PERCEPTIONS AND OPINIONS

COMMUNICATE THE

FUNCTIONAL ASPECTS OF THE BRAND

WITH CREDIBILITY & COMPETENCE EMPHASISING

THE SUBSTANCE THAT BACKS YOUR BRAND

�EMOTIONS�PERCEPTIONS�AFFINITY�SATISFACTION�IDENTITY

�TECHNOLOGY�INNOVATION�PROCESSES�EXPERTISE AND KNOW HOW

BRAND

Experiential Functional

Communication Stakeholders

Consumers &

Other Publics

Management&

Staff

Partners, Vendors

& Suppliers

PR &

Branding Mix

Value of PR

Scenario 6 months direct campaign in dailies & trade publications Publicity sustaining programme for a single product

Spheres ADVERTISING PUBLIC RELATIONS

Average cost Total $250, 000 or

$41,000 per month

Total $30,000 or

$5,000 per month

Result Visibility achieved Visibility achieved

Differentiation Factor

Content is controlled

Self -proclaimed

Content is influenced

Endorsed by third party

Audience reaction

Skepticism / cynicism

Disbelief or doubts remain

Acceptance / trust

Credibility is achieved

PR & Branding

� PR creates stories, opportunities and publicity that close the gap between what you want to be, and what the consumer thinks you are.

� Remember always that a brand is what the consumer says it is – so we must undertake activities to either enhance or change the perception of the consumer.

� A brand is further enhanced by adding sustained experiences across multiple touch-points in various situations.

Trust me, I CAN ma

ke things

work better.

Who We Are

• Little Business Bureau is a hive of creativity and ideas that seeks to address branding and communication needs of clients targeted at enhancing brand positioning and identity, build brand equity and customer loyalty, and manage overall

corporate image.

• LBB is backed by the Little Group’s digital and print capabilities to offer effective and practical solutions in the areas of strategic management, brand management, marketing communications and public relations, and image management.

Our Mission

Our mission is clear:

To facilitate and enhance communications for clients aligned to their overall brand strategy.

Our Philosophy

Good Public Relations is a story well told

� Brings out the personality and identity of the brand

� Builds brand equity and consumer loyalty

� Compels consumers to want to share the brand with others

� Dynamic strategies devised and adapted to various stages of the brand’s growth

Our Approach

What Makes Us Different

Approach of most consultancies: Our approach is holistic:

Business

Operations

Management &

Strategy

Etc.

PR

“PR campaigns and

activities are about glitz

and glamour”

hence the attention and focus tends to be isolated,

singular, and separated from management and operations

of the organization

Etc.

Brand Equity

Credibility

Visibility

Opinions& Mindsets Values

&Perceptions

CRM

Loyalty

Business Operations

Management & Strategy

Stakeholders

Identity

PR

=

Project Processes

Typical Project

Client Overview Development Implementation

Management

Strategies

Culture

People

Operations

Situation Analysis

PR Campaign

Alignment

Positioning Statement

Intelligence

PR Blueprint

Execute campaign, monitor impact and

effectiveness of campaign; refine and

hone PR blueprint

LBB Solutions

Retainer Services Ad-Hoc Projects

Comprehensive suite comprising

� Media Relations

� Stakeholder Engagement

� Internal Communications

� Industry / Regulatory Engagement

� Customer Relationship Building

� Market Intelligence

� Event Conceptualisation & Management

Add-on services:

� Perception audit

� Media audit

� Mystery shopper programme

� Business plan / grant writing

� Crisis management

� Proposal Preparation

� Awards Management

We incorporate a range of digital and traditional media channels and technologies to bring about optimal and effective solutions to meet clients’ needs and requirements.

Brand Blocks

Corporate Brand

Product / Services Brand

Corporate

Communications/

Branding

Creative Product

& Services

Profiling

Romancing &

Loyalty

Programmes

Influencers

Mapping

Positioning / Re-Positioning• important to target audience

• based on real strengths

• reflect some form of competitive advantage

• capable of being communicated simply

Publicity Process

4. RELATIONSHIP

Outreach, viral bulletins,

Inform, Educate, Promote

2. ADVOCACY

� 3rd party endorsement

� Visibility

� Placements

1. BRAND PROMISE

� Essence of the Brand

• Positioning in the marketplace

• Marketing form

3. EXPERIENCE

• Benefits & accessibility

• Different tastes

YOUR BRAND

Integrated Communications

Internal

External

Fixed

Variable

Employees & Partners

Marketing/ Corporate

Public Comms

Campaigns & Promotions

Brand Promise

Mission

Vision

Values

Positioning

Goals

Strategy

Delivery

Acceptance

Our People

Roy Phang | DirectorMBA, University of HullBachelor’s Degree, National University of Singapore

• Branding • Crisis Communications• Media Relations• Market Intelligence

Darryn Johnston | DirectorBachelor’s Degree, University of Canterbury

• Marketing & Branding• Media Relations• Events & Project Management• Customer Relationship Management

Strange how something LITTLE can make a large impression