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In this episode of the Social PR Secrets Podcast, host Lisa Buyer chats with Nicole Enslein, CEO of Sublime Communications, a full-service marketing agency that’s all about building brands. In this episode all about branding and rebranding, Nicole shares her insights, from building trust to laying strategic foundations.
Successful PR requires good branding in the first place. Otherwise, even the best PR strategy won’t yield results. According to Nicole, branding is understanding what’s most authentication about a brand as well as what’s most important to the target audience. The intersection of the two is the sweet spot you should be looking for.
Great branding is an insight that truly motivates human behavior, says Nicole. Indeed, no matter B2B or B2C, there’s always a human decision involved. And the creative work needs to be brought to life to convey that. Creative assets that are bite-sized and digestible will get an immediate reaction from the customer.
Nicole says your brand is a living, breathing organism. You should always be looking at it and assessing it. Brands need to be looking at what is driving their business, what their core is. However, if you’re still seeing a lot of engagement around your brand, if you are meeting challenging objectives, then it might be a signal you shouldn’t fix something that’s not broken.
Every marketing professional knows how hard it can be to convince clients it’s time to rebrand. In that case, Nicole recommends showing them studies or examples of how rebranding has worked for other brands. Always support your argument with fact, she says.
Branding is always about building trust with your audience but that’s especially true in the COVID era. The virus has changed marketing dramatically and brands need to be more understanding and authentic than ever. Nicole says she’s had to pivot the marketing strategies of every single one of her clients because of COVID. The goal is to show brands are responsible and understand what their audience is going through.
With 2020 coming to an end, you might be considering rebranding for your own business or some of your clients. To learn more about the process, check out this episode!
“You have to think of creative work as an elevator pitch: you have the blink of an eye to catch someone’s attention.” - Nicole Enslein
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