Golden Rules of Brand Building 3
"The birth of a brand is achieved through promotion, not advertising. Anita Roddick created The Body Shop in 1976, within the framework of the concept of 'natural' cosmetics, made from pure materials, not tested on animals, and respectful of the environment and the society in which it is produced. She did almost no advertising."
Promotion Rule 03
With digital and social media changing today's marketing communication and the addition of these channels to traditional media, it has become more difficult than before to convey the right message among the thousands of messages created during the day. Under these conditions, to create a brand, just advertising is not enough; a strict strategy focused on public relations and promotion is required. The main thing is to create a difference in perception. The most decisive criterion for promotion is to be "First". Being the first brand to do the job in that category and making the news through traditional and digital media is one of the successful steps taken in the name of branding.
CNN is the premier news channel. Time is the first weekly news magazine and Intel is the first microprocessor.
The bond to be established between news and promotion is divided into two: Organic bond and fictional bond. Organic bond; It is the speaking and marketing of your product and service among consumers through WOM (Word of Mouth) without any news or promotion by the target audience and the public. If you are the first place selling herbal and natural cosmetic products, your target audience will remember you for the importance you give to health, and since you are the first brand to do this, it will directly contribute to your recognition. Fictional link is the promotion made with your own content and links that have been designed and edited in advance on all media channels. If you equip your brand with the qualities that can make news and apply the right strategy, you will have a higher chance of promotion.
In summary, instead of shouting “my brand is good”, make sure that people talk about the quality and benefits of your product and service.