Bite-sized Branding Episode 70 - Creating Waves Through Authority

In the past episodes, we tackled marketing and some strategies to ensure sales and profit growth. Part of this is establishing a reputation and building a reputable brand. Today, we will be unbundling how it is to create waves through the brand authority that inspires our special guest, Amanda Williams from Yellow Panda. 

What are the trends? What is buzzing out there that people are talking about in the manufacturing space?

Amanda pointed out that PR comms and marketing perspectives manufacture and create the role of leadership marketing. The importance of founders, CEO and spokespeople of all manufacturers in Australia going out and talking about their businesses and their challenges should be seen. 

How they are putting themselves out there and showing good leadership is imperative if they want to see the advancement of manufacturing. Good people should be in your teams, attracting new ones and retaining the old. There should also be good partnerships, including export markets. 

They see these being adopted more in Australia compared to the past. More business owners now understand their responsibility to promote themselves and their businesses. Each should be doing it for their commercial interest and to ensure that this industry thrives. 

What are the do's and don'ts of PR, and what are the recommendations you would make for getting engaged in a PR campaign?

Both do-it-yourself PR ad expert PR agencies and freelancers have pros and cons. They both serve different parts of the entrepreneurial journey. If you are still starting with your business and do not have the funds, you do not have anything newsworthy. You shouldn't be spending money on any PR unless you have a marketing funnel or a sales strategy. 

When you look at the marketing funnel, PR is at the very top. It helps people bring it into the funnel. In the consideration phase, the PR team helps those who have not seen your brand before. It goes through the conversion funnel and more. If you do not have those systems set up in your business, you are not ready for PR. 

What is one good example of a project you worked on recently? Where did you find the greatest engagement for that? What generated the success metric for that? 

Ongoing or long-term campaigns are great for engagement, brand building, and authority building. These are the campaigns around stakeholder engagement. They facilitate helping build out other networks and stakeholders for one client with media monitoring. Suppose they come across articles written or have any comments by someone in the industry which is a  person of influence doing something great. They will do outreach to that person and connect. They do this because people love it when you pay attention. 

Building a good reputation doesn't happen overnight. You need to work on your brand from scratch and build it up. Avoid spending on unnecessary things. Instead, invest in a good strategy that you can use for your brand's growth.