As the media landscape has evolved, brand relevance has risen to become a top PR strategy for many of our programs. Though the approach and tactics look quite different, it's something smart B2B and B2C are chasing more aggressively.
It's really one of the best ways to build buy-in for your vision and to make sure those ideas — and the products — you're selling fundamentally mean something in today’s world and with your audience.
If the company you work with isn't yet prioritizing it, it's time.
Building B2B Brand Relevance
For B2B companies, one of the most effective ways we increase brand relevance is by leading conversations around the socioeconomic issues trickling down to their industry — the big ones being covered in the news.
There are many socioeconomic trends that we watch for clients. It can be anything from inflation to climate change, healthcare, education or the housing market. What we look for and help create is 1) a tie back to our client's mission, vision and expertise; 2) a unique POV on how it's impacting our client's audience.
This is, at its core, good thought leadership, but it's not nearly this simple to achieve. We've fine-tuned our approach (over many years) and here's what it looks like.
Building B2C Brand Relevance
For B2C companies, building brand relevance is more about moving at the speed of culture and aligning a brand to what's happening in the mainstream.
It can be achieved through myriad tactics. In influencer marketing, it might mean IDing partners who can link a brand and its product to larger trends like wellness (think: healthy recipes). In social media strategy, it could be creating brand “moments” around what's trending in meme culture or by newsjacking an event. We've seen Stanley do this time and again in its brand rise, and it's a tactic we use almost weekly on social media for our client McDonald's.
Whatever the tactics employed, boosting brand relevance is huge. And we believe it should be at the top of most companies PR strategies for 2024.
If you're looking to increase your brand relevancy, it's what we do every day and we would love to chat.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
