Every brand is built on a core message, an identity that seeks to resonate with consumers in a way that goes beyond product features and price points. At the heart of this lies brand communication, which is the art of conveying a message in a manner that is:
- received
- understood
- and acted upon.
In this article, we will explore why brand communication isn’t necessarily difficult but requires a desire to engage with your audience fully.
The Role of Brand Identity in Brand Communication
Many people think the logo is the brand, and it’s as simple as that. While the logo is essentially a brand’s visual identity, it is only a part of the whole.
Brand communication brings a brand’s identity to life, allowing people to discover a common language to discuss a product or service’s value, experience, and impact. When executed effectively, this common language can unite internal teams and clarify the brand’s message to external audiences.
This is particularly true when the brand identity is intangible like a service. An experience (or service) requires more words to convey meaning than something more concrete like a computer or a handbag that you can touch and see.
Clear messaging that expresses what the brand is, why it matters, and to whom it matters is imperative to capture your audience’s attention.
What Part of Your Audience Should You Address?
We want to get the attention of our audience, but which part?
When making shifts or adjustments to your brand communication strategies you should always start with your most committed and loyal audiences in mind.
Why?
They are your most powerful brand advocates and have the most at stake when it comes to new product releases, a change to your current services, and/or a change to your brand messaging. Essentially, they will notice first when something sounds different or looks different.
What about those audiences who are on the fringe or not quite committed?
While you don’t want to forget about them entirely, these segments are typically hard to convert. Trying to engage people who aren’t interested can waste time, energy, and money.
How to Engage with Your Audience
It is important to understand the ways your target audience and stakeholders want to interact with you because there are many layers required to fully engage with your audience.
Some users will want to receive email messages, while others live on social media. Having a multi-layered communications strategy is vital to ensuring you are reaching your audience where they are, and more importantly where they are paying attention.
For example, let’s say you are announcing a new product. Your outreach strategy would include:
- email marketing,
- ads on social media
- organic content on your website.
By hitting multiple touchpoints, your audience is more likely to hear and see your message. This takes intentionality and a true desire to engage with them.
A word of caution, don’t overwhelm your audience all at once. Tell them enough so that they ask you to tell them more and then keep engaging with them.
How to Breakthrough the Digital Noise to Reach Your Audiences
Technology has had both positive and negative impacts on brand communication. On one hand, it allows brands to reach more people in a more targeted way.
On the other, brands often rely too much on technology to do all the work, and the personal touch gets lost in translation over email, text, and even AI automation.
Here are a few key brand communication strategies to consider:
- Understand what matters to your audience and lead with that.
- Segment your audiences so you can communicate about the things that matter to them.
- Keep your communications short and to the point.
- Use a powerful subject line that speaks to emotions to grab their attention.
- Use engaging language that feels warm, genuine, and authentic.
- Format carefully and use bullet points for easier reading.
Maintaining Your Authenticity in the Digital Age
Keep these simple tips in mind as you develop your brand communications strategy. They will help you maintain authenticity and trust.
- Never promise more than you can deliver.
- Write as if you were in the room talking to your audience.
- Use humor with care.
- Never lie.
- Admit when you have made a mistake.
- Respect the intelligence of your audience.
- Don’t always try to sell.
- Give people something that they value.
- In the end, relationships are about exchange and it isn’t always about money.
Bringing It All Together For Effective Brand Communication
Effective brand communication isn’t just about relaying messages; it’s about:
- crafting experiences
- building connections
- driving meaningful interactions.
Need some direction on your brand communication strategy? Wainger Group can help. Contact us.
