Developing a 'Brand Name' Requires a PR Campaign, Marketing Strategy

One of the questions I hear most frequently is, “How can I get my brand known?”

If you don’t have a large marketing budget, it can be tough to introduce a product or service to the public or broaden your consumer base.  That’s where public relations plays a key role in telling your story. 

Let’s take a specific example of creating a branding strategy from the ground up to show how effective it can be.

Open up the phone book, and you’ll see dozens of listings for attorneys.  How do you know which one will best represent you? 

We began representing Reeder & Nussbaum, P.A., in November. Our goal:  to rebrand the law firm and highlight its expertise in motor vehicle accidents, personal injury claims, nursing home abuse, and wrongful death. 

We launched an educational series called “Ask A Lawyer Day” and invited the community to call or walk into their St. Petersburg office to ask legal questions. The outreach resulted in dozens of responses from the community.

Reeder & Nussbaum hosts a community event on a different topic about every six weeks. The series continues, with Ask a Lawyer Day today. The topic is “Auto Insurance 101.” It’s designed to help folks understand insurance coverage, including how Florida’s no-fault program works. 

We also started producing a newsletter for Reeder & Nussbaum that tells the company's personal story and highlights the attorneys' experience.  Andrew Reeder and Marc Nussbaum previously worked for insurance companies, giving them a better understanding of maximizing recoveries for clients. 

The newsletter educates readers on the law, providing tips and helpful information.  And we use it to let more people know about the events the attorneys are holding. Likewise, we launched a blog on their website that allows the attorneys another opportunity to connect to the  public and clients.

We turned to social media to create more brand recognition. Reeder & Nussbaum did not have a Facebook page, so we created one.  We recently launched a campaign to get 250 people to “like” their page by offering to donate $1 to Hillsborough Kids every time the page receives a new fan.  

It’s a win-win strategy, and they have established a following in the first 10 days of the launch.  More people are continuing to “like” the Facebook page, and the donations go to help abused and neglected children.   

These strategies are creating strong brand recognition and establishing the law firm’s expertise in a cost-effective way. The campaign shows the layers of information and communication needed for an effective PR and marketing strategy. The work and outreach are continual efforts.

What are you doing to brand your company?