Branding and messaging exercises vex even the most experienced PR, communications and marketing professionals. Oftentimes there is a tendency to over-complicate in an attempt by brands to sound innovative or attach itself to the latest buzzwords within the industry. This is a tactic the team at FischTank PR opposes. By contrast, we believe cohesive, smart, and informative messaging should be the backbone of all communications efforts across media relations, thought leadership, social media, e-mail marketing, events, and awards. As important as these communications tools are, nothing matters if a brand’s message is not clearly defined.
In a business environment where companies are constantly scrutinized not only for their products, services and capabilities but also for their mission and image, telling a clear and deliberate story is critical. Too often brands review their own branding and messaging in a vaccuum, and don’t think about long term objectives, especially as to how they relate to media perception, online Search results (SEO/ORM), and future capital raising.
FischTank PR works with its clients by reviewing (or creating) outward-facing messaging to ensure it is both understandable and consumable, without losing the authority that comes with a brand’s expertise. We produce and positioning that best reflects our client’s value proposition, competitive advantages, and perhaps of most importance – corporate identity. Our goal is to sharpen current messaging to help tell the stories we want to tell, and to ensure when we speak, we do so using verbiage that is consistent and aligned with a brand and its mission.
FischTank supports brands from the ground floor, helping them to identify and leverage their voice to begin the storytelling process. This strategy should constantly evolve and adapt to market feedback and corporate direction, and requires a team like FischTank’s to support on an ongoing basis.