In today’s world, where audiences are flooded with content across every platform imaginable, your brand is much more than a logo or tagline.
It’s the lasting feeling that people carry with them and the story that is shared about you when you’re not in the room. That story doesn’t write itself. It’s shaped by what you say, how you act, and what others say about you. That’s where PR and brand come together, and why they’re always stronger together.
Brand defines your promise; PR makes sure the world believes it
Apple is the ultimate example of this. The tech giant is defined by its sleek, minimalist brand identity. This is then amplified by a communications strategy that positions it as a design-led innovator. And through clever PR, Apple turns every product launch into a global moment.
As a proud Swiftie, it would be remiss of me not to mention Taylor Swift, arguably one of the world’s most powerful personal brands. Her carefully curated identity, built on authenticity, empowerment and storytelling, is amplified by brilliant PR. From reclaiming her master recordings to directly engaging fans via social media and surprise album drops, Swift seamlessly blends brand control with PR savvy. TayTay doesn’t just sell music; she cultivates trust, sparks conversation and keeps her audience invested in her (love) story.
Whether for businesses or personal brands, the lesson is clear: building a brand without PR is like throwing a party and forgetting to send the invitations. You might have something incredible to offer, but without the right conversations, very few will show up.
A strong brand gets noticed; a trusted brand gets remembered
That’s where PR’s credibility factor comes in. For instance, when outdoor clothing brand Patagonia announced in 2018 that it was “in business to save our home planet,” it wasn’t just a marketing slogan. PR brought the promise to life through storytelling, founder interviews and editorial. Patagonia turned its values into tangible proof points, using a variety of communications tactics and messaging to showcase this.
The result? Customers see authenticity, not empty promises. PR ensures every message aligns with the brand’s values of sustainability, activism and responsibility, creating trust that keeps people coming back – and rocking that Patagonia fleece like a badge of honour.
PR isn’t just about protecting reputation; it preserves brand equity
Consider KFC’s “FCK” apology campaign when supply chain issues caused chicken shortages. Instead of hiding from the problem, the brand used smart, self-aware PR to turn potential backlash into praise.
With tongue firmly in cheek, the brand came out stronger, earning respect by using its well-established brand traits, transparency and humour to turn a problem into a memorable story, all while keeping things finger-lickin’ good in the process.
PR, brand and the marketing mix
A smart strategy that blends brand and PR will make your marketing mix work harder. Your brand should define who you are and what you stand for, while PR ensures people see, hear and believe it.
Whether you’re launching a new product, repositioning your business or driving growth, PR is a critical part of the marketing mix. It doesn’t replace advertising, social media or content marketing, but strengthens them, creating credibility, generating conversation and giving your brand the authority to cut through the noise. Without PR, even the best marketing efforts may struggle to make an impact.
At BIG Partnership, our teams combine strategic brand thinking with bold PR delivery to help clients not just make noise but make an impact. If you want your brand to be seen, remembered and believed, get in touch.
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