KUCHING: Branding in media is all about crafting a unique identity and image that sets a media outlet apart from its competitors and helps it build a dedicated audience.

Managing Director of Borneo Adventure, Philip Yong, emphasised that effective branding for a particular location should be memorable, attractive, easy to understand, and reflective of a destination's unique qualities.

“To build Sarawak as a brand, we need to identify tangible assets by auditing Sarawak’s most appealing unique features. Branding is a strategy, whereas marketing is a tool to convey that brand,” he explained during his talk on 'Branding Sarawak in the Digital Age' at the Sarawak Media Conference (SMeC) on Sunday.

To launch effective branding, Yong stressed that companies must stay updated with current trends, as the digital era demands fast, direct, and concise information.

In today's digital age, with shorter attention spans, organisations must compete for the public's attention by ensuring their advertisements are brief, engaging, and straight to the point.

He said another effective way to build a location-based brand is to leverage social media, allowing fans and followers to share their stories, thus amplifying the brand's reach and content.

Known as the largest gathering of Malaysian journalists, with over 460 participants, HAWANA 2024 is organised by the Communications Ministry in collaboration with the Sarawak state government, with Bernama serving as the executing agency. -UKASnews