To create a Brand Name from being an organization is not an easy task.
A lot depends on your consumers who have the power to turn your organization into a brand.
That said, effective Brand Communication holds the key to make you a winner. If your brand communication is able to hit the audience in the right place, you are a winner!
What is Brand Communication?
Simply put, brand communication is an umbrella term that encompasses tools and methods by which companies inform, teach, enlighten, enrich and remind the audience about the brand including its values, strengths, fundamentals, products, and services.
Brand communication helps to form a purposeful and healthy conversation with your target audience. You can use a combination of traditional media channels and digital marketing channels to enlighten your customers about the latest developments about your brand.
Do remember, every article you publish, video you shoot and comment you tweet opens up a dialogue with your customers and builds client loyalty. However, the question is how to start communicating with your audience?
What is a Brand Communication Plan?
A brand communication plan not just helps you to speak to your audience but also to listen to their feedback. When implemented correctly, brand communication can;
Help you understand your target audience and position in the marketplace
Help improve the quality of your products by making you aware of the common issues faced by your customers
Help you deliver better marketing by eliminating marketing efforts that don’t work for you, thereby reducing unnecessary expenses
Follow these 7 Steps to create a great Brand Communication Plan and Strategies to succeed.
1. Provide Informative Content
People dig for information online and you must provide your audience with what they are looking for. However, you must make sure to create compelling and relevant content.
You can always ask your audience to comment, vote, suggest and share their opinion and feedback. When you listen to your audience, they will help you co-create some wonderful content for your brand!
2. Create Conversations
Humanize your brand and strike conversations with your customers. When a customer shares a positive experience, try and go further than just saying a “thank you”.
Customers love it when brands go beyond their ‘sales pitching’ and interact with them in a playful conversation. Also, do note that people will remember your brand more for the way it made them feel.
If you are able to have real-time and positive conversations with your customers, be assured they will return the goodness manifold times. They will do the marketing for you by spreading the word about your brand among their peers and relatives.
3. Be Authentic
Positive word-of-mouth publicity is one of the most genuine and authentic ways of Brand Promotion even today. If your customers are talking about your brand to their peers then you have nothing to worry about. However, to achieve this kind of popularity, you will have to make sure that Brand Management from your end is genuine and transparent.
Use a humanized, empathetic and genuine Brand Voice to build a connection and trust with your audience. Avoid using automated replies that make your responses seem forced.
4. Avoid Self-Promotion
In the real world, people do not like those who constantly gloat about themselves and the same is true for your brand. If you promote your brand all the time, you are at risk of losing customers. Avoid being ‘salesy’ most of the times and if you have to, make sure to keep your tone friendly.
5. Be Open And Transparent
Earn the trust of your customers by letting them know what’s going on behind the scenes. This will not help you educate your customers but also dispel any rumors surrounding your brand, thus improving your Brand Awareness.
6. Leverage User-Generated Content
It is important to know what your consumers are talking and sharing about your Brand Building in forums and comments. If they are looking for something, you will have to act quickly and provide a solution to their queries. User-generated content can be a boon for your brand as it not only allows customers to take co-ownership and influence your brand but also helps improve the quality of your products.
You can simply share user-generated content and change your products or services and communication to provide exactly what your audience is looking for.
7. Post Some Fun Content
Go a step further and post some fun content that your audience will enjoy. However, while doing so, avoid including any link or call-to-action.
This practice will send a strong message to your consumers that you are here not just to sell but also to have some fun and serve your audience. It will also encourage your users to read your content and improve the confidence they have in your brand.
Take away
Remember, your customer is your best brand influencer and so it is important to market your product with your consumers.
Use these 7 tips to improve your Brand Communication Strategy and target your audience effectively and successfully.