TalentRise’s own Carl Kutsmode sat down with Robyn Levin, founder and CEO of Robyn Levin Media, to learn her perspective on the marketing and public relation practices that are vital to forging brand awareness. 

Levin is an expert in what she calls “celebratizing” small entrepreneurial brands. She successfully utilizes digital marketing and public relations practices to increase recognition and, consequently, revenue, of a business. Her clients include widely known businesses such as CITI Bank and the Retirement Industry Trust Association (RITA). A true entrepreneur herself, Levin purchased a bankrupt 40,000 square-foot hockey arena in Florida and turned it into a million-dollar multiplex area, later selling it to the Florida Panthers National Hockey League (NHL) team. 

#1. The value of multiphase marketing.

A major element that a marketing and communications expert can offer a small business is a strategized and multi-phase program to ensure that as the company evolves and changes, the marketing plan evolves and changes accordingly too. Additionally, as technology rapidly changes in the marketing world, new uses can be introduced to the company’s program that best utilizes and takes full advantage of these changes in the industry. This can help keep a business ahead of competitors in terms of innovation, which will, in turn, solidify its brand awareness and popularity in its respective industry.

#2. Messaging is critical.

The sole best practice for a startup company looking to grow its brand awareness is to always consider the messaging of the brand. Messaging, in this sense, does not just include the product or service a company is advertising, but also the mission of the company and culture. Messaging plays an influential role in the customer journey process and establishing a clear value proposition for your client is essential to gaining business. The company messaging must speak the language of the consumer; therefore, it should be clear and simple so that clients can quickly and easily align their values with the values of the business. 

#3. Clarify the positive qualities your small company has that larger organizations do not.

There are many startup companies, or entrepreneurial endeavors, that offer practices and benefits to both their clients and employees that larger organizations do not. It is important to ensure these benefits, whether they be flexible work opportunities or public philanthropic efforts, are in the brand’s value proposition and made clear to the public. A company needs to differentiate its value as a business from others, to be viewed as “a big fish in a small pond making a large impact.”

#4. Understanding marketing through the lens of a filmmaker. 

The role of the modern-day chief marketing officer (CMO) has undeniably changed due to the constant and rapid evolvement of technology and the introduction of the digital marketing industry. Today, a modern marketer must understand the value of storytelling, to accurately convey their company’s messaging. In this sense, a CMO might play the role of “director” and “actors” would include employees, brand ambassadors, influences, and marketing channels. In order for the company to be a “box office hit,” the story must be conveyed and resonate with many. A CMO will know that his/her marketing and public relations (PR) practices are successful when the “production” becomes a “series.”

#5. The importance of mutually beneficial strategic partnerships. 

Marketing experts understand that seeking a partnership with other companies has a “win-win” effect on both parties involved. Making connections with other companies, whether large or small, helps to put your business in front of others, and possibly even their respective clients as well. 

To learn more, connect with Robyn Levin on LinkedIn. You can watch the video here.