Market Your Company - Not Just Your Brand Published May 01 It’s a risky strategy to pour funds into promoting and marketing brands only to do nothing to ensure the organisation itself has a good reputation with those who matter. Industrial companies, providers of services and, more recently, the new-age business-tobusiness companies inherently realise that brand, product and company are all intertwined. Brand marketers, who have traditionally argued that all marketing and communication should support the brand or product, are beginning to put resources into supporting the corporation - even if it is only in some instances as a defensive strategy. Currently there are some fascinating Australian examples of brand and corporate communication in action. For example: Dick Smith v the multinationals. Herron v Panadol. Ansett following its aircraft grounding crisis. So why have a corporate communication element? In a marketplace where there is often little differentiation between brands, the organisation, its people, its policies and its attitude can often be the point of difference. In many product categories the service, back-up and support is as important as the product itself. Customers need to have confidence in the organisation. Consumer crises - such as product recalls - usually relate to one product but they will put other products, brands and even the whole company under the spotlight. Companies are finding it increasingly difficult to remain anonymous behind their brands. Consumers are more aware than ever before, and with the proliferation of media titles and access to new media, they have access to more information. For many companies the brand is the company (e.g. Ansett) which means that it’s necessary to invest in the brand and the corporate reputation. But reputation has to be earned. It is an asset with a value as important as any other within an organisation. And like all assets it has to be managed with its own disciplines, budgets and ROI (return on investment) criteria. Good reputation is vital to support marketing. In good times it provides that extra bonus. In bad times it can minimise problems. And it can help recruit better people and attract the best business partners. Quick questions: Do you have mechanisms in place to communicate overall corporate successes? Do you feel that there are aspects of your organisation that would materially help the business if they were communicated more effectively? Are there significant corporate opportunities (eg visiting VIPs, new plant openings, new contracts completed) that could be leveraged in a way to build corporate equity? Are there groups whose opinions and endorsements are important to the success of the business but who are not being reached through existing product or brand activities? To discuss this issue further, please contact us at editor@networkpr.com.au

PR Influences Australian Public Relations Newsletter. Article: PR Strategy - Market your company – not just your brand. Information Content: Marketing, Corporate Communications