Increasing importance of corporate branding for SMEs
Ask most business heads of small and medium organizations about their top priorities and you would be surprised if corporate branding figured in the top 3 or 5 priorities. Majority believe so for the below reasons:
Early this decade, the words big data and analytics entered the PR industry’s lexicon and quickly rose to become buzzwords that one could not escape at every industry forum or the focus of thought leadership content.
Here, Xavier Prabhu analyses how PR and Content Marketing are both vital for an effective outcome of the entire brand-building exercise. It is the quality and engaging content that gives rise to effective PR which over a certain period gains high number of followers, hence brand visibility and value.
Certain PR industry incidents made Xavier Prabhu realise that many PR firms and a good percentage of PR professionals are out of sync with what the industry holds in years to come and what is the takes to remain relevant.
This article is based on the experience Xavier Prabhu had when he led a Communication Workshop in Tokyo. Japanese companies despite having strong business ties with India are not as successful here as some Western and Korean brands are.
More often than before, Boards now have the responsibility of being a good corporate citizen, living up to the expectations of customers and employees, besides managing higher complexities of operating globally. Boardroom agenda being rewritten is placing importance on communications, hence communication professionals are gaining a place in the leadership team.
One of the continuing questions posed by any entrepreneur running a growing organization is what would really make them successful in the long run and what they need to do right now and in the near future to lay the foundation for the growth to come.