How, And Why, You Should Brand Your Press Release
In your marketing strategy, there can be many goals for press releases. They can, of course, gain media attention. You might also use a press release to drive traffic, increase sales, boost opt-ins, and much more. One goal that’s often overlooked is branding. A press release can play a role in helping to build, and strengthen, your brand.
The Overall Look and Feel
One of the easiest ways to brand anything is visually. You probably already have some concept of this because you likely have a logo and a business website, and the two fit together nicely to tell your visitors a little bit about you. The images that you use in your content, and in your press releases, can all have a similar look about them.
For example, maybe all your images have a black border or they’re all taken from the same angle. Ideally, you want people to be able to see a picture from your company and know that it belongs to you. In your press releases, include your logo and make sure that your images have a consistent look with the images that you use on your website and in your content. The same is true for any videos that you use. All your videos should have a consistent look and should be watermarked with your company name and/or website address.
Consistent Voice and Personality
Considering the press release is a relatively formal and structured document, many businesses make the mistake of leaving it void of personality. The truth is that you can pack a lot of branding and personality into a press release.
The language that you choose can have a significant impact on your voice and branding. For example, there’s a significant difference between the words “smile” and “grin.” Words have power, and the words you choose in your press release should be consistent with the brand image that you want to convey.
Personality can be reflected not only in the words that you use, but also in the quotes that you use. Quotes in a press release have the objective of adding a third-party voice to the material. They can also add personality. When choosing people to interview and quotes to use, make sure they reflect your company brand and the message you want to communicate to your audience.
Headlines, Calls to Action, and Subheadings Matter
The components of your press release, like your Headline or your Call to Action, can help establish your brand and send a consistent message.
Here’s an example of the simple power of a headline:
- ABC Incorporated Receives $1 Million in Funding
- $1 Million in Funding Helps ABC Incorporated Fund More Small Businesses
Which headline is more interesting? Which one has a bit more personality and importance? If you said the second headline, you’re correct.
Pay attention to the big and little pictures when writing and branding your press release. Everything you put into it reflects your organization. Send the right message.
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