At raraPR we build brands. PR is the process behind building a brand. Brand awareness and excellent brand position is the outcome of great PR. But you can’t build a brand with, dare we say…ermm ugly/unpleasant to look at brand identity.
It’s one of the reasons raraPR was created. To take full control of the design process and art direction to make sure that the end result was of course PRable
I’m sure most PR pros can talk to the experience of inheriting something to PR that is not optimised for PR. Or whose PR efforts are diminished because the thing/service/product/place that they were PRing is accompanied by all sorts of design misadventure.
So beautiful design and of course compelling copy help to position and prime a brand for excellent PR.
But who defines what is great design? What if you like one thing by way of graphic design and various brand ID efforts and someone likes another? And is there a right or wrong when it comes to design? How do you know for certain how to position a brand through design? And how can you make sure your design efforts are optimised for PR?
Firstly let’s just clarity that branding is the brand strategy and effort to build a brand and the process involved in doing that.
A brandmark is the icon, avatar, favicon, wordmark or any other symbol that represents a business with a visual asset.
And brand identity is the collective outward expression of a business including all forms of communication and visual expression – including but not limited to – words, fonts illustration, pictures and imagery.
Is there a right or wrong when it comes to brandmark and identity design?
- No, there’s no right or wrong. It’s subjective. But based on industry experience a brand strategist and PR Pro (with design and brand positioning experience) will be well positioned to make the calls on what resonates with your target audience and how to reach them in in the right way at the right time.
- What someone thinks is excellent design might not seem that way to you. Who’s right? We both are.
- Beautiful design is in the eye of the beholder. But the best way to know which path to take with design is to remember your purpose.
- Positioning comes from purpose. Because if you know who you serve you can identify what resonates with them by way of design and all things brand identity.
- Thoughtful design and brand strategy is how to reach the people who need what you’ve got most.
Having a PR pro pulling the levers and art directing on all forms of communication for your brand and to oversee and direct the sum of all impressions is like sprinkling unicorn dust on building a stand out business that reaches the people who need what you’ve got.
Let us teach you how. Be sure to stay signed up to our newsletter and follow along our socials; we’re going to be dropping tips on how always and forever.
By Jade Roberts.
raraPR Founder, Creative Director
Jade Roberts is the founder and creative director of raraPR, a boutique creative PR agency based in Melbourne, Australia. Jade is dedicated to changing the discourse around what PR is, how it works and educates and implements sustainable PR strategies for businesses doing good in a kind PR environment centred on mentorship. Jade is a published writer for both national magazines and retail brands and has extensive agency and in-house consumer-led PR and brand strategy experience across two decades.