Public relations are the way a strong brand is truly established and advertising is how the brand is maintained. If a brand is successful in making a connection with people and communicating its distinct advantage, people will want to tell others about it and word-of-mouth advertising will develop naturally-not to mention writers in the press will want to write about the brand. Once that type of differentiation is established in the market’s mind, advertising can help maintain and shape the brand.
What you need to do in branding is to communicate what the brand distinctively stands for using as few words or images as possible. So remember, branding is all about creating singular distinction, strategic awareness, and differentiation in the mind of the target market-not just awareness. When you have been successful, you will start building equity for your brand.
