When Branding Meets Heart

Mallory Roth and I before her presentation at PRSSA Day 2012

Back in April, my PRSSA Chapter hosted a mini conference for students in the Springfield area called “The Science of PR,” and one of our speakers was Mallory Roth, Educator and Enthusiast at Askinosie Chocolate. Roth discussed the “Science of Branding,” and her presentation was so insightful and inspiring.

What is Branding?

Roth said, branding is:¨What we say and how we say it.” The definition is simplistic but accurate.

The purpose of branding is:

  • To present the values of the organization to the public
  • To establish and maintain ethos (or credibility)
  • To inspire engagement with the brand
  • Beyond building loyalty, giving fans a part of the outcome of a company
  • Connect the dots of a company’s mission and product

Branding with Heart

The aspect of Roth’s presentation that was so moving was when she delved into the mission and passion of her company, Askinosie Chocolate. Askinosie Chocolate is an artisan bean-to-bar chocolate factory in Springfield, Mo., that directly trades with all four places of cocoa bean origins around the world. They seek to invest in the local and global community, while make great chocolate.

Once Roth began sharing Askinosie’s story and heart, every student was captivated by her sheer enthusiasm. She said that when people are a part of your brand, everything is better.

“Branding is like maintaining a long term relationship or wooing someone,” Roth said.

I love that sentiment. It makes sense as well. If people are invested in your story, it will only foster a mutually beneficial relationship between the public and the company.

Living Passionately

After hearing Mallory speak, I was determined all the more to not settle on a post-grad job, and I am proud to tell you that I did not. I started at Askinosie Chocolate as the Person in Charge of Getting the Word Out only three short weeks ago, and it has been a wonderful ride. I’m so thrilled to be a part of a brand with heart.

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10 thoughts on “When Branding Meets Heart

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