Brand management is the art of controlling and managing consumers' perception of your brand, so that its value to consumers increases. Public relations is a more general term for managing the flow of information between your business and the public. When executed successfully, public relations and brand management can shape and sculpt the public image of your business and the products and services your business offers and dramatically increase their desirability to consumers.
One of the hardest things for small businesses to grasp is the importance of establishing a brand identity and the necessity of keeping that brand identity consistent and ever-present in the worlds of their target consumers. Managing the perception of your brand in the public consciousness and working to assure that such perception is positive and engaging through public relations begins from the first day of business to the last day the business's doors are open, thus it is always a smart small business owner's best course of action to make sure they are getting it right from the start.
Loyalty from an established consumer base can take a business to new heights, and effective brand management and public relations are the small business owner's tools to gain that loyalty. Find the resources and advice you need to help you use these tools to strengthen your business.