“Brand” is a huge buzzword in the public relations industry, which essentially lays the foundation for the public’s perception of your company. With a rapidly changing environment, we must remember to update and enhance our brand to continue our relevance in a fast-paced, digitally-enhanced environment. What does it take to rebrand? It can be as simple as a logo change to a full brand makeover.
FleishmanHillard made a successful, total rebranding effort this past summer. The company now uses “The Power of True” as their new logo and slogan to better portray the vision and the firm’s “channel agnostic” role in the public relations world. By recognizing that the boundaries of the PR, advertising and marketing world are quickly blending, FleishamnHillard is broadening its services to position themselves as a leading brand.
In fact, this idea has worked its way into PRSSA. These past few months, members of our chapter have been working on rebranding our student-run agency, Unleashed PR.
To begin this rebranding effort, we had to reevaluate our firm’s mission. “Growth,” in our members and clients, successfully defined our motivation to create the most creative and well-executed PR plans. For this reason, Unleashed PR hosts biweekly workshops for account directors and executives. Topics ranging from PR planning to social media etiquette, members have an opportunity to learn necessary agency skills.
Like FleishmanHillard, Unleashed recognizes the importance of content creation and social media in PR campaigns. For this reason, we have added two social media coordinators (Allie Kim and Sam Rushovich) and one digital media coordinator (Joseph Martelli) to the agency’s executive board. We have also recognized the importance of rebuilding our brand on Boston University’s campus by including BU clubs as agency clients, including SMG’s new Boston University Trading Club.
If you aren’t a fan of oddly cut pomeranians, then I might encourage you to skip this post. However, if you find them cute, adorable and perfect in every way, you’ve stumbled onto the right page. I’m talking about Boo, the self-proclaimed “World’s Cutest Dog”.
My obsession with Boo began a little earlier this year and has been growing with each mobile upload by his owner, who he warmly refers to as “human”. Boo has his own public figure account on Facebook which is where I found him. His about me says it all: “My name is Boo. I am a dog. Life is good.” However, Boo can fool you. He’s quite the busy puppy making appearances left and right, releasing books and modeling products. After a more in-depth analysis I’ve found that Boo can teach us a lot about personal branding and how to keep that momentum rolling. I’ve found that Boo stays true to his unique personality, expands into various industries and networks like crazy. Maybe you can’t teach an old dog a new trick, but this young puppy has a lot to teach about personal branding.
In regards to his unique personality, Boo is not the perfect puppy. He is lazy, vain and somewhat superficial not to mention his crazy haircut! Boo prefers nothing more than to sleep, cuddle and occasionally play, but mostly sleep. He loves to be the center of attention even if he tries to deny it. On Wednesdays he celebrates “Naked Wednesdays” which are days when he shaves his entire body except for his head. Even if he does resemble a fluffy basketball, Boo owns it. Boo teaches us all how important it is to embrace what makes you quirky, memorable and unique. His characteristics are not necessarily positive or admirable, but at the same time he’s hard to forget. It’s easier to for other people to become more interested or involved in your efforts if they feel like they know the real you, not just some robot in the social media world. So take Boo’s lead! Embrace all your characteristics, good and bad. It’s what makes you, you.
When Boo hit it big on Facebook, he knew it was time to venture into other areas so his fans could adore him in new ways. Published on August 3, 2011, “Boo: The Life of the World’s Cutest Dog” became the world’s cutest book. Even puppy with a love for sleeping can tell you it is no easy task to enter other industries. After his successful book release, Boo partnered with GUND to create an 8″ stuffed animal identical twin.
Throughout this entire process, Boo has also managed to network his tail off. Everyone from George Stephanopoulos (as seen on Good Morning America!) to Doctor Dre seems to want a piece of Boo and he’s been working hard to maintain those good relationships. He’s also entered the retail market with American Apparel and Tory Burch. American Apparel has created “Dog Hoodies” which are basically sweatshirts for puppies (best idea ever) and Boo is their number 1 model. When Boo isn’t modeling for American Apparel, he’s modeling for the ultimate fashionista, Tory Burch and he also models for Beats by Dre. No wonder this little puppy’s favorite activity is sleeping!
Who knew that a cute pomeranian with a weird haircut could create such a buzz? Although Boo likes to pretend that all he does is sleep and pose for pictures a lot of hardwork goes into maintaining his image and personal brand. Boo can teach us all that in order to develop a successful personal brand you have to be true to yourself, explore other areas to enter and network your tail off. Of course, being cute doesn’t hurt either.
Everyone is branded: the swoosh on your sneakers, the logo on your coffee cup, even the white headphones through which you listen to your music- they brand you. The same goes for our homes, our clothing, and even our social presence.
Through a strange turn of events, branding has quickly turned from a businesses tool to a personal practice. The emergence of the “personal brand” is where people seek to build the key aspects of their identity into a business.
Personal branding is about building a presence. It is about differentiating what is unique and talented about you from a loud sea of communicators. Through tools like Youtube, Linkedin, Twitter, WordPress, and many others, it’s simple to define yourself in cyberspace.
Does EllaClausen.com have a nice flow? Communicators are increasingly urged to build websites in their own namesakes and write their own blogs. Is it necessary for every PR professional to have their own website? Does this mean I should trademark my name before another Ella Clausen is born?
Some may argue yes.
In a world where giant companies like Comcast and Google eat up any promising start up and spit them into a massive conglomerate, new media has given the individual unheard of opportunity. We as individuals have, for the first time, the chance to make a global name for ourselves with no connections or resources besides the use of a computer.
In a tough job market, the ability to sell yourself online is quickly becoming one of the most important tools an applicant can have.
Young PR Professionals need to keep ideas like the personal brand in mind whilst moving forward into the world of career professionals. Although building your domain may not be necessary today, start by building content with your personal brand in mind. For some tips on how to get started, read one of our older posts here:
It’s a brand new world. Take part in it.