When it comes to creating the perfect brand, there’s no one-size-fits-all strategy. Even if there was an ultimate guide to branding, the marketplace and its trends change so frequently that it’s difficult to keep ahead of an ever-evolving space. To make sure that they’re constantly connecting with their customers in the most successful way possible, most organisations will need to dedicate some of their time and energy to staying ahead of the trends. Aside from creating a logo that suits the current style, thinking about whether a brand name needs to be changed, and adjusting a messaging system to meet with the personality of a buyer persona, a company needs to re-adjust their brand to respond to the requirements of the time. The question is, how can the average organization master branding in 2018?

Starting with an Audit

The easiest and most effective way to upgrade a marketing strategy is to start by finding out what people currently think about your company. Regardless of whether a company actively cultivates an identity for their firm or not, the chances are that their clients are already having a conversation about them online. To know whether that identity meets with modern standards, organisations will need to learn as much as they can. In 2018, companies can check their current reputation by googling their brand name, looking for relevant hashtags, or checking @Mentions. It’s also worth looking into specific tools that are designed to help with branding and social listening.

Build a Stronger Online Presence

A few years ago, the only thing a company could do to enhance their online presence was create a website (be it made like Cheap Websites but with solid functionality, or a more expensive and personalized endeavor), a blog, and maybe a Facebook and Twitter page and some today might decide to reinvent their website with the help of someone similar to MadeSimpleMedia (https://www.madesimplemedia.co.uk/web-design-brighton) to keep up with current search engine trends to improve brand visibility. While each of these things still carry their own share of value, there are plenty of additional ways to boost online presence in 2018. For instance, Snapchat and Instagram are more popular than ever in a visually-focused marketplace. Additionally, video has grown increasingly popular among younger audiences, with YouTube channels for brands sprouting up around the world. If you want to use video to give your business a boost, then you might be interested in learning about the services of Mosaic Media Films. They are a corporate video production austin based visual media specialist who can help you to make videos that get results. Furthermore, there’s even the option to make the most of Facebook Live to offer behind-the scenes insights into what makes a brand so special.

Transparency and Relationships are Key

Finally, in 2018, a brand needs to be much more than just a name and logo. The right brand should be powerful because it builds affinity and trust with an audience. Customers want to be able to rely on their companies to give them the best possible experience every time, and customer satisfaction is quickly becoming one of the most important differentiators for any business. A company that can be transparent and focus on purpose will achieve better customer relationships in 2018, as clients look for more meaningful interactions in the crowded marketplace. Indeed, while companies have often shied away from social issues and political discussions in the past, 2018 is a time when all companies need to stand for something if they want their brand to shine.

Customers expect the best brands to voice their opinions on matters, even if this means alienating people outside of their key demographic.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

Ronn Torossian with Israeli Ambassador Danny Danon
Ronn Torossian with Israeli Ambassador Danny Danon
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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.