Author: matt.rowe

Rebranding your company can feel like juggling while riding a unicycle – you need to keep your current brand active while introducing a new identity. So, how do you go about communicating a rebrand without dropping the ball?

Firstly, it’s crucial to remember that a rebrand is not simply a fresh logo or a new colour scheme; it’s about redefining who you are. While the design process shapes your new look, how you communicate these changes with your clients and wider market is arguably more important.

Stay in the spotlight by focusing on what’s not changing

The worst thing you can do ahead of a rebrand is to go silent. If you stop communicating, you risk losing your audience’s attention and interest. Think of it like a TV show – if you stop airing episodes, people might find something else to watch. Keep your brand active in the public eye by continuing your PR efforts. This way, when your new brand launches, people will still be paying attention.

Remember, not everything about your brand will change during a rebrand. Some elements, like your core services and industry expertise, will remain the same. Highlight these aspects in your communications. They provide stability and serve as a bridge between the old and new identities, helping to prevent confusion.

Don’t let the visuals steal the show

While a fresh logo and colour scheme are important, they shouldn’t be the focal point of your messaging. Instead, use the rebrand as an opportunity to convey a strategic message – whether it’s about your company’s growth, expansion into new markets, or commitment to Environmental, Social, and Governance (ESG) principles. The visual changes should support this broader narrative, not overshadow it. To strengthen your positioning, consider launching strategic PR activities, such as a report or market insights piece, that highlight your firm’s expertise and leadership in the industry.

Gradually introduce changes to your new brand

In the lead-up to your rebrand, start introducing your audience to new themes, ideas, or language that will become central to your new brand. Give them a teaser of what’s to come. This approach helps them get used to the changes and makes them feel involved in the journey. By the time the rebrand officially happens, it won’t be such a shock because you’ve already laid the groundwork.

Align all activities with the new brand positioning

Before the official launch, take the time to review all your sponsorships, advertising, and ESG activities. Look at everything through the lens of your new brand identity and ask, “Is this building our positioning?” If it isn’t, consider reallocating those resources to initiatives that better align with your new direction. This ensures consistency across all touchpoints and reinforces your new identity in every aspect of your business.

Prepare for increased visibility

As the rebrand launch approaches, it’s also an ideal time to ensure your new website has plenty of high-quality content. A rebrand often sparks a surge in visits to your site, so having engaging and relevant content ready will help capture your audience’s attention while they’re focused on your brand. Your website should not only reflect the new brand identity but also provide value to visitors, encouraging them to explore further and engage with your offerings.

Some practical tips for communicating a rebrand 

• Don’t wait until the last moment to talk about your rebrand. Early communication helps your audience ease into the change.
• Ensure everyone in your company understands the rebrand. They are your biggest advocates and can help spread the word.
• Don’t rely on just one platform to communicate your rebrand. Use social media, email, press releases, and other channels where your audience is active.
• If your rebrand involves significant changes, like a merger or shift in services, be honest about it.
• When the time comes to officially launch your new brand, make it a celebration! Host an event, run a special campaign, or offer a promotion to mark the occasion and generate excitement.

If you’d like to discuss how you should be communicating a rebrand project, and wondering where to start, please get in touch.

If you found this article helpful and would like to read other articles, visit the Insights page.

Businesses of all sizes need more than just a solid product or service to thrive — they need visibility, credibility, and a strong public presence. That’s where public relations come into play.  Done well, PR will transform your business, open doors to new opportunities and help you win business.

Enhancing brand visibility and credibility

Media coverage provides an impartial endorsement that direct advertising often lacks, positioning your business and your contributing experts as a trusted authority rather than just another advertiser.  Securing press coverage also introduces your brand to a broader market. National media exposure can reach a vast number of people and broaden your reach, while trade and local media help establish your standing within your industry and immediate community.

Neglecting PR while your competitors engage in it can put you at a significant disadvantage. Without a strong PR presence, your competitors will capture media attention, enhancing their visibility and credibility at your expense.

Boosting your digital footprint

The digital benefits of media coverage are substantial. Media mentions with backlinks to your website can enhance your search engine ranking and drive substantial online traffic. These backlinks improve your site’s authority and visibility on search engines. Additionally, a well-timed feature or interview can attract potential leads and enhance sales inquiries, illustrating the tangible impact PR can have on your bottom line.

Enhancing employee morale and attracting talent

PR can also influence internal culture. Positive media coverage highlights your business’s achievements, boosting employee morale and showcasing a positive work environment. Employees feel more valued and motivated when their company gains public recognition. This visibility not only attracts top talent but can make your current team feel proud of their workplace, contributing to further growth and development.

Mastering PR for maximum impact

Integrating PR with other marketing efforts is essential. Coordination with social media, newsletters, and events enhances your overall strategy. Synchronising PR messages across platforms amplifies your reach and reinforces key messages. Media mentions should be complemented by cohesive online and offline marketing strategies for a unified communication approach.

To leverage PR effectively, it’s crucial to be agile and responsive. Real-time news cycles require swift communication strategies. Staying informed and ready to act on breaking news ensures you maximise your media coverage. Proactively identifying trends and opportunities can further enhance your media presence.

Practical tips: using PR to transform your business

• Develop a comprehensive list of relevant national, trade, and local media contacts to your industry and market.
• Build strong relationships with journalists, radio hosts, and TV producers to help facilitate favourable coverage.
• Share press coverage across social media channels, your website, and email newsletters to extend its reach and showcase your business’s strengths and successes.
• Monitor how media mentions affect your online presence and search rankings.Use analytics to adjust your PR strategies for better results.
• If in-house resources are limited, consider outsourcing to PR experts to maximise your media opportunities.
• Ensure your PR activities are integrated with your overall marketing strategy for a cohesive brand message.
• Be prepared to act quickly on media opportunities, including breaking news, to leverage timely exposure.

To talk about how PR will transform your business and reach  your key target market, please feel free to get in touch.

A version of this article first appeared in Essex Director.

Radio interviews can be a brilliant way to reach a wide audience but are often well outside people’s comfort zone. But if you understand how to prepare for a live radio interview it needn’t be quite as daunting.

Preparing for the interview

Before agreeing to the interview, be very clear about who will be interviewing you and how long the interview is likely to last. Radio interviews tend to be only two and a half minutes long, which can either feel like a lifetime or go by in a flash.

You’ll need to be well-prepared, as it will most likely be live, requiring you to think on your feet and respond to the host’s questions. Additionally, despite being a radio interview, stations often make videos for their social media channels, so consider how you look as well as how you sound.

It’s imperative that you are familiar with the radio station, the host, and their audience. Make sure you listen to the show to get a real understanding of its style and flow. Tailor your message and language to resonate with them.

During the interview

Aim to treat the interview as a conversation with the host rather than a monologue, and be sure to be yourself. Listeners want to hear real people, so whatever you do, don’t write a script. While it’s crucial to stay on topic and convey your key messages, you don’t want to sound scripted and unnatural. It is, however, worth writing down a couple of bullet points to help you focus on the points you wish to cover.

Then practise. Practise. Practise. Speak clearly and confidently, but be careful not to speak too fast. Make sure you don’t ramble, as you’ll lose the listener. Avoid giving overly short answers that kill the flow of conversation.

Remember to keep your energy up and share relevant anecdotes and stories. Finally, remember to smile – listeners can hear it.

Tips for success

• Do your homework: Understand the radio station, the host, and the audience.
• Stay on message: Focus on key points but avoid sounding scripted.
• Practice makes perfect: Rehearse to build confidence and clarity.
• Engage naturally: Treat the interview as a conversation.
• Be concise: Keep answers clear and to the point.
• Maintain energy: Use anecdotes and stories to keep the audience engaged.
• Smile: It makes a difference in how you sound.

Final thoughts

Understanding how to prepare for a live radio interview can significantly impact your performance and enhance your media presence. With these tips and a bit of practice, you’ll be well on your way to making the most of your radio opportunities.

To talk about how radio can be used to reach your key target market, please feel free to get in touch.

Recently I wrote a post How to work with the media and become the ‘go to’ expert. A number of people have since told me that their nervousness about dealing with the media comes from a fear of being misquoted. Here’s a practical guide on what to do if you’re misquoted in the press.

Understanding the Risk

First up, public relations, like any other business function, does comes with an element of risk but that doesn’t mean that it should be avoided. You just need to learn how to manage it.

It’s also worth highlighting that journalists are under no obligation to request that you review or approve your quotes (unless it is an advertorial i.e. paid for). As such, journalists won’t send you their story for your approval. In fact any request by you to see the article in advance is likely to get their back up. They are professionals and you have to trust them to do their job.

Addressing Misquotes

While misquotes do occur, it’s generally best to let minor errors go unless they cause significant reputational damage. If you believe a misquote could harm your or your organisation’s reputation, it’s vital to handle the situation calmly and politely. Since it was an error, you’ll need their cooperation to correct it. Have your PR team reach out to the publication as soon as possible. Most journalists will be apologetic and keen to make the necessary corrections if there has been a misunderstanding.

How to Minimise the Risk of Misquotes

• Prepare key points: Before the interview, identify the essential messages you want to convey and reinforce them throughout your conversation.
• Use plain language: Avoid jargon to reduce the risk of misinterpretation.
• Speak clearly and slowly: Ensure that the journalist can keep up and accurately capture your words.
• Be concise: Provide short, clear quotes that include your main messages. Lengthy responses can lead to confusion and mistakes.
• Clarify questions: If a question is unclear, ask the journalist to rephrase it to ensure you fully understand it.
• Provide supporting evidence: Back up your quotes with relevant data. For instance, if you state “x percent of your survey said y,” include the underlying data.
• Send a follow-up: After the interview, send a follow-up email summarising your key points along with your name, job title, and company name to aid in accurate attribution.
• Assume everything is ‘on the record’: Always assume that everything you say to a journalist will be reported and attributed to you.

Get in touch

Understanding what to do if you’re misquoted in the press can greatly enhance your media interactions and maintain your professional reputation. With these tips, you’ll be better equipped to manage and minimise the impact of any errors that arise. If you remain concerned or need some practical help managing a misquote, please feel free to get in touch.

For some businesses, securing seasoned marketing expertise can feel out of reach due to budget constraints. After all, hiring a full-time Chief Marketing Officer (CMO) comes with significant financial commitments, including high salaries, overhead costs, and benefits. So, what should you do if you need to hire a CMO while operating on a budget?

This predicament leaves many businesses at a crossroads, torn between financial strain and compromising on the quality of marketing leadership. Should they risk overextending financially or settle for a less experienced candidate? Stick or twist? Neither option is ideal.

Enter the Fractional Chief Marketing Officer (FCMO)

For the uninitiated, a FCMO operates by partnering with multiple firms simultaneously on a part-time basis, offering a cost-effective alternative to accessing premium marketing leadership. Engagements can vary in duration. For instance, FCMOs can be brought in on a project-by-project basis, retained for ongoing strategic guidance, or hired for specific initiatives like market entry strategies, product launches, or digital transformation projects.

With businesses facing challenging economic conditions, this flexible model is gaining traction but equally the agility that the FCMO role provides can be crucial during periods of rapid growth. It allows companies to scale marketing efforts up or down quickly according to demand, mitigating the risks associated with either over-hiring or under-utilising talent.

Benefits of Hiring an FCMO

Strategic Vision and Tactical Execution

One of the key advantages of engaging a FCMO is the strategic insight and experience that they bring to the table. They offer an unbiased, fresh perspectives, enabling them to assess current marketing strategies, identify gaps, and craft tailored plans aligned with specific business objectives.

Moreover, outsourcing marketing leadership to a FCMO empowers business owners and executives to refocus on core competencies and strategic decision-making, unburdened by day-to-day marketing operations. The FCMO assumes responsibility for setting strategic direction and supporting its implementation to optimise marketing return on investment.

Immediate Impact and Extensive Networks

FCMOs tend to be seasoned experts who can hit the ground running, delivering immediate impact. Leveraging their extensive industry networks, they possess the connections to enhance your business’ marketing reach and effectiveness. This network is likely to extend to trusted suppliers, enabling them to negotiate competitive rates and secure advantageous partnerships on behalf of your business.

Comprehensive Expertise and Mentorship

Beyond strategy and execution, FCMOs offer deep market knowledge, competitor insights, and client understanding. They are likely to have been around the block a bit, and therefore equipped to manage and nurture junior colleagues, strengthening your internal marketing capabilities across the business.

Interim Leadership and Transition Support

FCMOs can also serve as interim marketing leaders during periods of leadership transitions or while businesses are searching for a permanent CMO. They can stabilise marketing functions, assess internal capabilities, and provide valuable insights to aid in the selection of a long-term marketing executive.

Making the Right Appointment

As with any role, it’s essential to get the right person. Before making an appointment, evaluate potential candidates’ track records and clarify the areas of marketing expertise your business needs.

If you believe your business could benefit from the expertise of an FCMO and would like to discuss your requirements, please get in touch.

A version of this article first appeared in Essex Director (Summer 2024)

Knowing how to work with the media can give you a crucial edge over the competition when it comes to climbing the career ladder. By strategically engaging with the media, you can increase your visibility and establish yourself as an expert.

Focus your media engagement

The key here is to focus your attention. Where do you want to be seen and heard? The answer to that question should be: “wherever my clients, prospects and key intermediaries are”.

That could be national titles, local news outlets or key sector trade press. Although print and online publications may be the obvious choices, radio and TV interviews could also be suitable.

Tailor your strategy

Tailor your media engagement strategy accordingly. For example, if you specialise in corporate law, consider targeting business newspapers, finance-focused TV and radio shows, and industry-specific magazines.

Be responsive and reliable

If you do receive media opportunities, it’s crucial that you respond promptly and deliver. Journalists often work under tight deadlines. They want to work with people they can count on. So, be responsive and deliver on time.

Communicate clearly and concisely

Whether it’s print, radio or TV, they are all looking for you to communicate complex concepts in a clear and concise manner to their readers, listeners or viewers.

Get it right and you should be quoted and they’ll ask you again allowing you to establish yourself as a reliable source in your expert area.

Tips for working with the media and maximising opportunities

• Do your research. Know the topic inside out and anticipate potential questions that journalists might ask. Prepare key talking points but don’t go in with a script.
• Practise. Consider doing mock interviews with a colleague or media trainer to refine your responses and boost your confidence.
• Speak clearly and use straightforward terms. If you understand it properly you should be able to explain it simply. Use examples to make it tangible.
• Stay composed. If faced with challenging or unexpected questions, remain calm and answer as honestly as possible. If you don’t know the answer, it’s acceptable to say so and offer to follow up later with additional information.
• Maintain confidentiality. Always respect and maintain client confidentiality. Avoid revealing sensitive client information without explicit consent.

For an informal chat about how to work with the media to establish yourself as the expert and climb the career ladder, please feel free to get in touch.

In the world of marketing, creativity often takes centre stage. Brilliant marketers come up with innovative ideas, captivating campaigns and compelling content. Yet, despite their creativity, some find themselves struggling to gain the buy-in they crave from key internal senior stakeholders. What’s the missing link? In my experience, it often boils down to one fundamental issue: a lack of financial literacy.

Harsh as this may seem if the powers-that- be don’t feel you’re financially competent… you’re toast.

Whether you like it or not, finance (not marketing) is the language of the boardroom and refusing to learn the lingo just alienates the locals.

In fairness, if you don’t understand key financial concepts, how can you be trusted to accurately prepare a budget, allocate resources or participate in strategic planning discussions? How are the decisions you’re making balancing short-term marketing goals and long-term financial objectives?

Understanding the financial impact of marketing initiatives and being able to articulate the ROI is crucial. Without this ability, marketing strategies can end up feeling vague, fluffy and disconnected from the broader financial goals.

They don’t care how many clicks, likes or impressions the campaign got. You need to be able to articulate, in financial terms, how your marketing efforts are building brand awareness, enhancing client relationships or winning profitable new business.

Financially illiterate

In the realm of professional services marketing, financial literacy is crucial. Marketing decisions, whether related to budget allocation or campaign planning, should align with the firm’s long-term financial objectives.

If you’re not all over the numbers, you’ll be seen as an expensive administrator who’s not adding value. And, as those of us who cut our teeth via the comms side of marketing know all too well, reputation is everything and incredibly difficult to turn around.

If you’re viewed as financially incompetent, you can kiss goodbye to getting the support you need from the Board when you go cap-in-hand asking to increase your budget. In fact, it’s far more likely that your marketing budget becomes so pared back that it becomes increasingly difficult to demonstrate your creativity and effectiveness. Everyone loses.

To be clear though, this isn’t solely an internal problem. If you don’t understand what services and products are profitable, the impact of fee increases or what the ideal client looks like, then it’s going to be exceptionally difficult to attract and retain the right clients.

You also need to understand your clients’ financial needs and challenges to build strong relationships and provide tailored solutions. How is the current rate of inflation, interest rates or exchange rate impacting their business? What is causing issues in their supply chain or cash flow?

Setting marketing goals and objectives requires a firm grasp of financial projections and targets. Without this understanding, you risk setting goals that are either too ambitious or too conservative.

Demonstrating a clear understanding of financial concepts can help convince sceptics that marketing isn’t the ‘colouring in’ department but a strategic driver of growth.

Tips for building financial literacy 

Engage in regular conversations with colleagues in finance. Invite them out for coffee or set up meetings to discuss financial concepts, budgets and goals. You’ll both stand to gain a great deal and having a friend on the ‘inside’ should never be underestimated.

Seek out a mentor who possesses strong financial acumen. Learning from an experienced colleague can accelerate your understanding of financial concepts. You could also consider speaking to a peer outside of your firm. I’ve always found that people are flattered to be asked and happy to help.

Invest in courses or workshops that provide a solid foundation in financial concepts, and stay updated with financial news. Read the newspapers and listen to the business news on the radio in the morning.

If possible, take on projects that involve financial analysis or budget management. Practical experience is an excellent teacher.

Start asking questions!

Be curious and start asking questions. Here is where I would start:

• How many clients does your firm have? Are they primarily near your offices or beyond obvious geographical boundaries? How much do they spend in total on professional services each year? What share do you get?
• Where is the market opportunity? What service lines and sectors are going from strength to strength? Which appear to be stagnating? Where could new opportunities come from?
• What’s the average fee and average lifespan of a current client relationship? Knowing these things will help you determine the lifetime value.
• How many new clients would you need to win in the next financial year to help the business reach the board’s financial target? Or is some of this expected to come from the existing client base? If so, how much and are we confident those clients will purchase new services or react positively to fee increases?
• Do you know who the key intermediaries are and monitor referral reciprocity?
• How much does it cost to run a client file each year? Where is the breakpoint for profitability?
• How do we manage the unprofitable tail to free up time to win more profitable work?

The ability to bridge the gap between creative brilliance and financial acumen is essential for your marketing career. If you can demonstrate both you’ll be in high demand and possess a skill set that few master.

As you continue to build your financial knowledge, you’ll find yourself making more informed decisions, contributing meaningfully to strategic discussions and demonstrating the true value of marketing in financial terms.

If you do one thing today… invite a colleague from finance out for coffee and start picking their brains.

Why the numbers matter

• By understanding financial objectives, marketers can craft strategies that directly contribute to the firm’s growth and financial stability.
• Financially literate marketers can showcase their efforts’ tangible impact on the firm’s bottom line, making it easier to secure budget approvals.
• Proper allocation of resources is crucial for maximising ROI. Financial understanding allows marketers to allocate resources more efficiently, ensuring that investments generate the desired returns.

A version of this article was first published by PM (Professional Marketing) Magazine.

For an informal chat about how marketing and PR can assist your business, please feel free to get in touch.

You can follow MJR Marketing and PR Consultancy on LinkedIn.

Family business owners bear the responsibility of inheriting the family firm, navigating present day challenges and trying to safeguard a legacy for future generations. That’s no easy task and mere mortals may shy away from such Herculean challenges. The weight of history can be daunting. Overwhelming even. Yet within the past, lies the pathway to marketing the family business and a successful future.

Storytelling

For family businesses, yesteryear is more than a series of events; it’s the treasure trove where the stories and values that can drive the future of your business can be found.

At the very heart of marketing the family firm is a simple concept: storytelling. Each product or service becomes the next chapter in the multi-generational chronicle.

The true marketing ‘superpower’ of your family business lies in its origin story and historical journey. When articulated effectively, this narrative empowers your marketing team to craft a compelling story that cuts through the noise, resonating authentically with your customers and the broader market.

Central to this, is the role that your business and preceding generations of your family have played in your community. If your business is a second or third generation business, it’s likely to be held in high-regard and the business premises could even serve as a local landmark. The elder members of your community will reminisce about their personal connections with your ancestors and the business, reinforcing the legacy your family business represents.

This narrative isn’t confined to branding; it serves as the driving force behind the entire marketing strategy. From public relations to brochures and a website designed with storytelling at its core, each tactic communicates the family business’ rich narrative.

Family-owned businesses inherently possess another advantage over competitors – the intimate knowledge of the individuals who shaped the firm. Many overseeing operations today once lived and worked alongside those who passed them the reins. The fusion of the wisdom from older generations with the fresh perspectives of younger family members is a powerful collaboration that can protect the legacy and ensure it is passed on in an even stronger position.

Marketing tips for family businesses

• Explore the family archives: Use photos and historical documents to celebrate significant milestones. Don’t forget to capture any modern achievements too, while also highlighting the challenges that have been overcome along the way.
• Create a visual timeline: Showcase key moments of your family business history in the form of a timeline and use it in presentations, on your website, and other marketing materials. It could even be used as a mural on a feature wall.
• Conduct personal interviews: Interview key family members and long-serving staff to capture their unique insights and perspectives. These personal stories add a genuine ‘human touch’ to your family business’ narrative.
• Celebrate your roots: Incorporate local stories and testimonials into your marketing efforts and celebrate the positive impact that your business has had on the wider community.

By delving into your family history and embracing the unique narrative it holds, your marketing efforts will ensure your family business thrives for generations to come.

If you need assistance pulling together a marketing plan to make the most of your heritage please get in touch.

If you’re a family owned business you can find lots more resources on Family Business United.