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By Rebekah Iliff August 2, 2017 Reading time: 2 minutes


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Branding and PR

Public relations is a nebulous thing in terms of where it lives within an organization. Sometimes it sits within its own communications department, other times it’s a part of digital marketing (smart!), and rarely it falls under a brand strategy function — the last of which is most surprising since PR plays such an important role in brand perception and positioning.

Considering all the various parts of the organization the PR practitioner borderlines (ahem: acquisition, content marketing, and more), it’s beneficial for us to study brand strategy and what it takes to create a company that customers feel connected with and loyal to at a deeper level.

In an ode to the brand, this week we’re sharing a few articles that help to liberate “the brand” from “the box” and even encourage breaking some rules. Because brand guidelines and messaging docs are great, but only if you know how to strategically push the limits every so often in an effort of revealing the soul behind the skin.

1. “This is How You Build a Brand With Soul

Don’t take my word for it: Fabian Geyrhalter, founder and principal of brand consultancy FINIEN and author of Amazon bestseller How to Launch a Brand speaks some truth about how to better understand the needs of your audience in a way that can help you feed their impulses. Read more.

2. “How Brands Benefit From Exuding Real Human Emotion

Have we become over-polished versions of ourselves? How much did you edit your CEO the last time a reporter emailed you for commentary? On the spectrum of surface-level PR all the way through marketing with substance, a brand is only as strong as its message is believable. Read more.

3. “Brand Journalism Pitfalls to Avoid

The term brand journalism, quite different than content marketing, has been around for more than half a decade now. But perhaps we’ve become a bit comfy. Take a few helpful tips from Tim Clark to maintain your street cred’ of being a reputable brand publisher. Read more, and enjoy your fine-tuned branding smarts.

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  • You said “Because brand guidelines and messaging docs are great, but only if you know how to strategically push the limits every so often in an effort of revealing the soul behind the skin.” — That said, guidelines are sometimes used to control and restrict the message, which can thwart the desire for brand authenticity.

  • Thanks for reading and for your comment @dhdeans:disqus. Agreed. Messaging should be consistent across departments, but it shouldn’t stifle authenticity!