How do I create a Superbrand?

Public Relations has proved itself time and time again as the best way of establishing a brand or building your current recall levels to that alluring super-brand status. Principally that’s because Public Relations (PR) is seen as much more credible than advertising. In fact, independent research by Nielsen on the role of content in the decision-making process concluded that PR is almost 90% more effective than advertising. To put it another way, every £1 spent on advertising would generate £2 worth of results if it were invested in PR.

 As a marketing agency that specialises in the construction sector, we are able to use this knowledge to help our clients not just to build brands, but create super-brands. For instance, one of the most effective ways of doing this is to run a PR campaign weighted towards thought leadership or white paper style articles.

 These enable our clients to get across the benefits of their brand directly to specifiers and contractors. It’s also worth bearing in mind that, for example, architects and installers specify brands, rather than company names, so thought leadership articles should always focus on specific brand names, even if the subject matter is something along the lines of 'the future of the whole industry'.

 Doing this is one of the most effective ways of creating super brands that are going to be recalled by customers ‘at the point of specification’. That’s because thought leadership (or white paper) style articles build trust with the readers, unlike advertising that simple ‘builds exposure’.

 The other great thing about articles is that they are less expensive than advertising to place (and is usually accepted by the specification press on its editorial merit). This approach to your PR campaign gets across a message in a non-aggressive, informative way, rather than an advertisement which simply says ‘buy this product’ and is therefore less trustworthy. The fact that PR uses language to ‘persuade’ customers to specify your product has proven to be more effective and longer lasting than the visual cues used by advertisers (and which are soon forgotten).

 In a nutshell, using thought leadership articles as the core focus of a PR campaign is far more effective, lower cost and better value for money in making your product a brand leader than other forms of marketing communications. Simple as that may sound, the real difficulty is finding a PR company that can consistently write informative, persuasive and compelling thought leadership articles that grab a specifier’s attention.

 So, to find out more about Dragonfly PR Ltd, the PR company for the construction and specification sector, call us today on 01709 130131 or email

Call us on: 0114 349 5341