What is Branding, PR and Impact Communications?
A brand is what people say about a company when it isn’t in the room. Branding, PR and Impact Communications builds that reputation deliberately: what the company stands for, how it speaks and what stories it tells.
We define the brand platform with management, translate it into identity, messages and content, and take it to the media, social networks and the voice of its leaders.
For organizations with social impact, communication is also about accountability: it shows partners, funders and communities what is being done and what is being achieved.
The problems clients bring us
What makes us different?
A brand that can’t explain in a few words why it should be chosen.
Does our brand look the same across every channel?
Identity, tone and messages that change depending on the area or the agency.
Does the media not talk about us?
Good stories that don’t reach the press or the relevant audiences.
Do our leaders have a public voice?
Executives with valuable experience and little presence in industry conversations.
Do our social channels post without a strategy?
Frequent content but no editorial line, objectives or measurement.
How do we communicate our impact without exaggerating?
Social and environmental programs that are told poorly or not at all.
Our approach, applied to Branding, PR and Impact Communications
The same four phases of «Our approach», with what we do and what we deliver in each one.
The path of a brand and reputation program
- 01Brand diagnosisPerception among customers, partners and media, and a reading of the competition.
- 02Brand platformPurpose, positioning, personality and key messages.
- 03IdentityConsistent verbal and visual identity across all channels.
- 04ActivationPR, content, social media and leaders as spokespeople.
- 05Brand governanceUsage rules and periodic measurement of reputation.
We use a problem-solving structure to frame hypotheses.
Interviews with management, customers and partners, a review of presence in the media and on social networks, and competitive analysis to understand how the brand is perceived.
DeliverableBrand and reputation diagnosisWe break the problem down into a MECE structure.
We organize the positioning options into clear territories and choose with management the one that best connects purpose, audiences and differentiation.
DeliverableBrand territoriesWe build the business cases and the structure of each initiative.
Purpose, positioning, personality, key messages and identity, with the PR strategy and content plan that take them to each audience.
DeliverableBrand platformWe provide support with a dedicated, full-time on-site team within the organization.
Execution of the editorial calendar, management of media and spokespeople, and periodic measurement of reach, conversation and reputation.
DeliverableContent and social media plan
What does the diagnosis review?
Brand house
- Brand promise
- 01PositioningThe place the brand wants to occupy for its audiences.
- 02Verbal and visual identityConsistent name, logo, tone and style.
- 03Reputation and PRMedia presence and handling of sensitive issues.
- 04The voice of leadersExecutives present in industry conversations.
- Purpose
- Personality and values
- Purpose and positioningWhat the brand stands for and against whom it differentiates itself.
- Verbal and visual identityName, logo, tone, style and consistency.
- ReputationPerception among customers, partners, media and employees.
- Public relationsMedia presence, spokespeople and handling of sensitive issues.
- Content and social mediaEditorial line, formats, frequency and performance.
- Thought leadershipExecutives’ public voice in their industry.
How is the brand built?
The brand is built in layers: from purpose to the content each audience sees every day.
Layers of the brand platform
- 01PurposeWhy the company exists beyond what it sells.
- 02PositioningWhat place it wants to occupy in the minds of its audiences.
- 03Personality and toneHow the brand behaves and how it speaks.
- 04Verbal and visual identityName, logo, colors, typography and style.
- 05Messages and contentStories, PR and social media that reach each audience.
What stays in your organization
- Brand platform
- Purpose, positioning, personality and key messages in a reference document.
- PR strategy
- Priority audiences, stories, spokespeople and media, with a calendar of actions.
- Content and social media plan
- Editorial line, formats and calendar by channel, with indicators.
- Identity manual
- Rules for using the verbal and visual identity, for teams and agencies.
- Spokesperson program
- Leaders prepared to speak in the media and at industry forums.
Where do we apply it?
Led by Benká Media, with the rest of the holding when the challenge calls for it.
