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Building a wellness business that you’re passionate about and that can enhance people’s lives for the better? We all know the power of a great concept, however in an industry that is bigger than ever (and continues to grow) how do you create a brand that stands out from the crowd, and importantly stands the test of time? 

Communications expert Georgie Bentley-Buckle is the Founder and CEO of LUXE BB. For over a decade, Georgie has worked with brands globally, establishing their messaging and position in the world’s most competitive markets; from travel and spa, to activewear, fitness spaces and innovative e-commerce brands. As we enter a new year and set our goals for the next 12 months, we checked in with Georgie on how the power of PR can certify brands are seen, understood and celebrated. 

When building a brand, what do you need to take into consideration when it comes to being commercially successful?

Establishing an authentic message with a solid brand story is a fantastic way to ensure a robust foundation is built from day one. Unlike selling, the best brands my team have worked with establish a brand story that provides context detailing the value of how their concept elevates people’s lives. We all know the phrase ‘people buy from people’. This is why it’s important to put those behind the brand into the picture. This ensures both the media (and your end consumer) can resonate and build aspiration and lasting impact.

A big part of what you offer is securing press coverage. Can you explain the importance of this?

First and foremost, the press exposure we secure for our clients is a story telling and brand building exercise – the sales off the back of it is a bonus! You may have heard the phrase from Bill Gates who said, ‘if I was down to my last dollar, I’d spend it on public relations.’ PR really is an invaluable tool to shine a spotlight on your brand and who you really are against other competitors in your sector. 

I like to say that when it comes to advertising, you can throw money at it and scream from the rafters about how great you believe you are, but earned editorial media coverage is where the magic happens. This type of exposure ensures your brand secures invaluable third-party credibility. This, in turn, is a fantastic tool for recruitment and your position with desired investors and leading stockists.

Samya Studios: A LUXE BB Client

When it comes to PR, where would you recommend people start?

When it comes to PR it’s a marathon, not a sprint! If you’re in the early stages of establishing your brand, take time to understand your values including who, what, why, when and where. These will be the building blocks of your PR campaign. A strong, clear design concept which reflects and supports these values will also put you in good stead. In terms of the media, investigate the various ways your audience may consume traditional, digital and social media platforms and identify relevant opportunities that would work for your brand. A simple starting point is to look at brands you aspire to, and where they’ve been featured. Having a hit list of a few key titles you’d like your brand to be associated with, plus how they’ve been featured is a great place to start.

Are there any other elements to be aware of when building a brand the media will love?

Great brand assets are always key. The brands we represent with the best imagery (high-resolution and captivating) always lock in the most page space, both in print and online. Relationships and knowledge of who’s who is also integral. If you’re starting out, it’s worth popping a follow on Instagram to a wellness editor or journalist whose work you’ve enjoyed. 

Social media is a powerful tool to enable you to get your brand under the noses of those who matter. I recommend nurturing key opportunities with select journalists and influencers who may cover your brand. Play the long game and be prepared to offer samples or offer experiences so media can understand and recommend first hand.

Once brands secure editorial coverage, how can they capitalise on the results?

I always say PR is not just about widening your community, but a reputation management tool for those who already have eyes on you. An easy way to do this is to showcase your coverage results on social media so you can maximise the earned, third-party credibility your brand has obtained, it’s also a lovely way to tag and thank the journalist too – a thank you goes a long way! Many of our clients also establish an ‘as seen in’ panel on the homepage of their website so as soon as people land on their website, they know they’re a brand that ultimately can be trusted.

How has PR evolved in the digital world we live in today?

When I began in PR (a time when the world of social media was in its infancy and revolved around Facebook and bloggers) the industry was much less dynamic than the strategies we have today. Print coverage still plays an important part; however, our digitally led campaigns ensure brands secure eternal online exposure which builds a presence organically, whilst driving SEO with valuable backlinks with high authority sites.

Most recently we’ve been educating our product-based clients on the importance and power of affiliates. As the modern world of media continues to evolve, many leading online media titles will often prioritise brands that are attributed to an affiliate scheme, so they, in turn, can earn commission through click-through sales. We do of course utilise our contacts to our advantage – however, you won’t regret incorporating this into our campaigns once you see the results come in! From a media standpoint, make sure you sign up with an affiliate partner that is linked to the subnetwork Skimlinks.

Any last thoughts on the world of PR?

Remember PR is a brand-building, storytelling tool. Not a sales funnel. The third-party credibility and reputation you’ll build surpass any advert or hard-core sales strategy. 

Georgie is delighted to offer Hip & Healthy readers a free 30-minute PR consultation. For more information visit luxebb.co.uk and follow the team’s updates on Instagram @luxebbpr.

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