Synchronize naming and tactics: Make your brand stand out

May 29, 2024

Today, both consumer and business audiences are overwhelmed with marketing messages generated from social media, owned media, advertising and earned media. Customers, partners and prospects have a myriad of ways to learn about your organization, and as PR practitioners and marketers, we can expect that trend to continue.

The naming game 

“What’s in a name? That which we call a rose, by any other word would smell as sweet,” declares Juliet, William Shakespeare’s tragic heroine.

But in today’s marketing world, naming is a critical practice. Effective integrated branding helps create a shorthand for your company, enabling customers and the public to understand what your firm does and stands for.

And effective branding starts with a name that captures your essence successfully.

Nike, named for the Greek goddess of victory, conveys strength, speed and triumph, aligning with the brand’s positioning as the leading sports brand in the world. Consider Apple, whose simple, non-technical and approachable name and branding contrast with the complexity of its technology, suggesting user-friendliness and innovation.

It’s all interconnected 

Because communications are so interconnected, and so many companies rely upon the PESO (paid, earned, shared, owned) model, it is critical that naming and positioning (as well as communications) are cohesive. Integration of brand, name, product names, messaging and themes are all crucial to positive customer perceptions. These factors drive market differentiation and contribute to achieving overall brand success.

Communication pros should pay careful attention to consistent messaging across brands, platforms and products. When it comes to agency partners, they should look for well-developed strategies designed to drive cohesive messaging across all of the PESO channels.

It’s key that the messaging resonates with the audiences the brand is looking to engage and aligns with the brand’s public persona. Otherwise, consumers and businesses are left confused or angry.

We know what happens when a brand doesn’t understand or pay attention to its main audience. Who can forget Anheuser-Busch’s partnership with transgender influencer Dylan Mulvaney for its Bud Lite brand? Considered an epic marketing fail, it shows little or no understanding of the current charged consumer landscape. Although Bud Lite had been a supporter of Pride for more than 20 years, conservatives pounced on this newest promotion. In what was a worst-case scenario for Anheuser-Busch, calls ensued for a nationwide boycott of Bud Lite, causing the brewing company to lose $5 billion in market value.

Compelling messages, delivered consistently, will make your company and product stand out over time. Companies that ensure consistency and provide an easily repeatable and well-understood brand story are poised to make gains. 

Breakthrough PR: differentiated positioning is a must-have 

As a leading public relations agency, Bospar understands what’s required to be successful with the media. Differentiated positioning is critical. Companies must provide the media with an answer to the question, “Why should customers care?”

Customer prospects should easily understand your value. An agency partner can help companies unlock messages that influence how the brand is perceived, describe how it competes, and show audiences how the company (and its products and services) will grow and adapt in a dynamic marketplace. A capable PR team can help your firm refine what you say and how you say it – considering a deep understanding of how the media covers your market category. This includes an understanding of the press, industry and financial analysts, investors and a broad range of social media influencers.

Brazilian company Digibee needed help launching its PaaS solution for the modern enterprise in the U.S. After reviewing Digibee’s business goals, Bospar concluded that the company would need to reframe its messaging, leveraging its history and metrics of its work in the context of what it meant to the U.S. market. We understood how important it was to showcase the client’s U.S.-based customers and data specific to U.S. audiences to secure meaningful media coverage in the U.S. We also helped ensure that Digibee’s website and its social media handles clearly communicated a U.S. presence.

PR tactics boost integrated messaging

A multitude of PR initiatives support integrated messaging. Key tactics include:

Building the foundation

Naming and positioning are foundational to a brand’s identity and strategy. Establishing and defending a strong, recognizable and enduring brand that resonates with customers and prospects is essential to standing out in crowded B2B and B2C markets. 

Global leaders like Nike and Apple understand the value of integrated naming, messaging and marketing campaigns. For results-driven marketing executives, integration is the answer. This includes ensuring the benefits of removing silos across marketing and sales to deliver consistent and repeatable messaging across key customer audiences.

Looking for integrated B2B and B2C marketing services that cater to your organization’s unique needs and goals? Look no further than Bospar.

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About the author

Joann Whitcher is a seasoned professional whose passion for storytelling is rivaled only by her innate curiosity and commitment to being solution-driven. With over 25 years of experience in communications, media and PR, Joann crafts bylines, press releases, research reports, social media content and branded and website content. A vice president of content at Bospar, she specializes in the healthcare/pharma/medtech, hospitality, HR tech, fintech and AI tech sectors.