Sara Vincent: why every publisher needs to focus on building their brand

A strong brand is an extremely valuable asset, but too many publishers fail to invest building their brand, says Sara Vincent, Managing Director, UK at Utiq…

Here’s a quick brain teaser for you, Name me three brands, any three brands. I just tried this on my husband/daughter/son and he/she came up with Uber, Lego and Apple. Why did these three companies come to mind when I asked that question? Maybe it’s because, over the years, they have invested heavily in building their brand, and they continue to do so. 

Building a strong brand takes time, and money, but the payback comes in terms of the loyalty a strong brand engenders in its customers. As they navigate the choppy waters of life in the age of walled gardens and AI summary-powered clickless search, it’s something I think publishers should give more attention to. 

Having attended several events in recent weeks, including ATS, Foresight and the Future of Media Technology, it’s become clearer than ever that online publishers are under threat ,and having to navigate yet more bumps in the road to ensure their survival. Publishers are competing in an ecosystem dominated by platforms, where they have little to no control, audiences are more fragmented than ever and revenue models are continually shifting. 

Navigating all this not requires not only a good, strong and agile commercial strategy, but also a mindset change – publishers need to start thinking of themselves as brands and consider how they show up to their customers

A strong brand helps you stand out
Publishers are renowned content creators, but in a crowded space, where audiences are bombarded with thousands of stories, videos and posts on a daily basis, content alone isn’t enough to build loyalty – but a sense of brand identity is. Think about how some of the most recognisable global brands show up. Apple is more than iPhones; it’s the embodiment of innovation. Coke is more, much more, than a soft drink. As a brand, it represents connection, community, togetherness. Publishers can learn a lot from the way brands like Apple and Coke present themselves to the world. 

For a publisher, a good brand identity would reflect the principles that they uphold, and why are they important. It could embrace elements like the provision of “trusted investigative journalism” – something I heard the Independent talking about on stage at one of the recent events, and “a voice of and sense of a community” – highlighted so well by Pink News at the Future of Media Technology event. Positioning statements like this help publishers to stand out from the crowd, and help them to build a stronger relationship with their readers, adding a layer of trust and branding that helps to build loyalty among their audience. 

Know your audience
So where should a publisher start on this journey of building a brand. The first step is to really get to know and understand your audience. Consider the user experience and use tools like newsletters and subscriptions to collect first-party data and to segment your offering by offering different customer segments a different experience that is tailored to their declared interests. This will strengthen the bond between you and your customers, which ultimately gives you a competitive advantage. 

You’ll see the benefits from an advertising revenue perspective too. Advertisers like publishers who have a strong brand and will be more open to running campaigns against trusted content from recognisable publishing brands that have been proven to drive better results and ROI. 

In summary, online publishers need to really consider what they stand for, and what they offer that will bring loyal users back to their sites again and again. Differentiation is a key factor in brand identity and it is no different for Publishers. Those that embrace this mindset shift will survive and build resilient businesses that are here for the long haul, whatever the walled gardens and AI might throw at them.

Also published in: New Digital Age