"We often think that building a brand is an external activity and it isn't," Horn Group founder Sabrina Horn told attendees at the recent PR NEWS Strategic Online
Communications seminar in DC. The best brands are built on happy, productive employees, she said - and on consistent messaging. Too often, a corporate brand will appear
schizophrenic when different messages stem from "the president, venture capitalists, marketing team, consultants, board of directors, sales reps and development people," she said.
"If they all have disparate visions, they're going to say different things about the company."
Horn optimistically described PR as the new "killer app" in the marketing equation, but also stressed the fact that the strongest brands come to life through integrated
campaigns. Her suggestions for branding "do's"?
Strive for cohesive messages, integration, articulate spokespeople, strong emotional appeal and a solid focus on customer benefits. Try to avoid multiple, confusing product
names, market initiatives that fall outside the core strategy, sudden shifts in messaging, illogical changes to your corporate identity, and an excessive focus on technology
(remember -- where's the customer?)
(The Horn Group, 415/905-4000)