Communication is everything in building a customer relationship; it can make you stand out or fall. The brand goes beyond the logo and visuals; consistent messaging via the target consumer’s preferred channel is mandatory to build trust. And trust builds up before the consumer purchases from you. Then, your brand subconsciously influences the target audience when they see your message. A well-created brand communication strategy is a roadmap for organizations to manage and promote their message and values to consumers.
It’s also easier for consumers to trust a company that perfectly communicates their needs and desires and provides an easy solution. How a company communicates to customers makes them excel and create authority. So, let’s understand the nuts and bolts of brand communication strategy.
What is a Brand communication strategy?
A brand communication strategy framework focuses on conveying a business’s values and messages to connect with a target audience and build a consistent narrative across all touchpoints.
The framework covers a detailed analysis of the target audience, communication channel, messaging and its targets, and marketing content. It highlights the plan for achieving the goals of gaining customer loyalty or boosting sales.
Beyond promotional and advertising campaigns, this long-term plan targets representing the brand’s value, goal, and unique market positioning. This ensures that every team member communicates the brand message to build consistency and reinforce the brand’s existence.
Branding and communication strategy work hand in hand to create an emotional connection and generate sales. Brand communication is a strategic approach that focuses on expressing a company’s identity, values, and messages to establish a consistent narrative that resonates with its target audience.
A well-designed brand communication strategy includes content marketing, digital advertising, search engine optimization (SEO), email marketing, social media posts, and others.
Each communication platform has different objectives and actions that meet the overall business plan. By focusing solely on the main message on all platforms, the brand builds an emotional connection with customers.
7 Tips to create your Brand communication strategy
1-Identify your core audience
Researching your target audience is the first move in creating an effective communication strategy.
- Where do they belong to?
- What are their problems and interests?
- What are their dreams to achieve?
- How can your brand help them resolve their problems?
Segment your target group based on their demographics, behavioral, and geographic traits to target your buyer persona—make a picture of your specific audience.
By doing so, you develop a brand that resonates with your potential customers, who are the main characters, and eventually help your brand fly high.
2-Analyze your competitor
It’s crucial to analyze your competitors, find their strengths and weaknesses, then identify gaps in the market. Performing competitor research to understand your market and identify gaps in the strategy. Keep an eye on all communication aspects, from social media profiles to logos, campaigns to visual identity, and slogans to website content.
By doing so, you can bridge the gap to influence consumers and create a compelling brand communication strategy to promote your unique value proposition. This will give you a competitive edge in the market.
3-Determine your brand communication objectives
When you know what you crave to achieve through your communication, it becomes easy to tailor your strategy accordingly. Setting clear-cut communication goals will take you down the right path. This will empower you to determine and deliver the right messages at the right time.
Your communication objectives can be:
- To drive sales and conversion.
- Boost your customer engagement with your brand.
- Expand your communications to increase the brand reach.
- Make solid relationships with customers.
- Show your unique value proposition to consumers for a competitive edge.
Your communication goals depend on the present state of your brand. Most importantly, you be SMART and realistic as:
- Specific
- Measurable
- Achievable
- Relevant
- Time-based
4-Develop a consistent brand voice.
Your brand voice is heard when you communicate with your prospects consistently. It’s your unique brand personality that your business adopts to humanize and connect with target consumers. Basically, your brand voice is the language and tone that your company uses to communicate and build an emotional connection with the ideal audience. It could be professional, exciting, inspiring, or bold—the one that radiates your business persona.
However, it must be authentic and consistent, as your team knows what tone and language to use when interacting with customers. Actually, 68 percent of companies say brand consistency has contributed to 10 percent of revenue growth.
5-Define your Unique Selling Proposition
Your brand’s Unique Selling Proposition makes you different from competitors and attracts specific consumers to buy. Your Unique Selling Proposition (USP) supports you in making combination and marketing strategies. Therefore, it must be clear, short yet memorable, desirable, and specific to the audience that makes you different and desiring from other brands in the industry.
6-Choose your communication channel
Then, you have to decide on the communication channels to connect with your audience. If your target audience is older adults, it’s better to target them via Direct mail, email, Facebook, TV, radio, and print ads.
If your audience is Gen Z, then TikTok, Instagram, YouTube, and Snapchat would be the best options for you to target them. Gen Z customers strongly influence social media platforms, as 71% like to find out about new brands and products through them. Therefore, targeting where they are likely to be is better.
7-Make room for improvements
Is it all done now as you build your brand communication strategy? No. It’s consistent work; you must analyze how your strategies work regularly. Are they hitting your goals? There is always room for improvement; you get better and better than before.
Brand communication strategy examples
1-PUMA
PUMA has created heat in the sportswear industry through its robust communication strategies. PUMA builds an innovative, bold, and inspiring brand voice through social media, celebrity endorsements, content marketing, and sponsorships. It constantly evolves its communication strategies with time.
In 2020, Puma decided to bring back their famous line of shoes from the 1980s. “Old “Vintage fashion, as it was reviving at that time. Mainly, they target Generation Z and Millennials for the new line “Puma Rider Sneakers.” To reach their target audience, they specifically started a campaign on TikTok and Instagram.
Most Gen Z are engaged on TikTok, and Millennials continue to retain Instagram. First, they have a communication objective to drive consumers to their website. Then, in the second step, they focus on educating potential buyers about their product to increase sales.
2-Chanel
Chanel, a luxury fashion brand, created and implemented powerful communication strategies by following social media trends. From the start, they focused on a loyal customer base and always delivered personalized support in their communication.
Chanel’s communication with customers represents a message of boldness, modernity, and empowerment. They highlight boldness and appeal to their audience with their desires.
Chanel’s social media communication strategy smartly includes graphics using a plot, a storyline, or life moments that make them desirable to their audience. They achieved global recognition—all due to consistent and compelling brand communication strategies. Meanwhile, the Channel sticks to its brand values and image while embracing changes over time.
Summing Up
Creating an extensive brand communication strategy is essential to climbing the ladder of success. It helps you build brand awareness, consistently reach your target group, and gain significant results.
Take additional time to craft communication that opens up new opportunities and sales for your brand. By then, you’ll have influenced your consumers’ perspective through brand messaging.
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