Brand communication is not just about the message you try to send and idea about your brand you want to share. The way you communicate is the way you think. The way you think is the way you see the world around you. The way you see the world around you is the way you create the world of your brand and share it with your customers.
So, when you build a brand communication strategy it is important to be aware of every aspect of a brand – from the story, you are telling to knowing the person you want to tell a story to. It is pretty the same as the communication you have with your friend or relatives. You know the topic of the conversation, you know the person you are talking with and you have certain expectations.
Here, we will give you key steps in building strategic brand communication. You may follow just some of them or use it all. You don’t necessarily need to do it by this order.
- Know your audience
Communication strategy is not possible without great knowledge of your audience. If you don’t know your client is like you have a Vegan guest at dinner, and you’ve prepared meat. It will be a misunderstanding and your client may be offended also.
The best way to gather this information is to build your ideal client biography and prepare for the meeting. You have to know how to communicate with your audience the way they love your brand. After starting a conversation it is as important to listen to what they say back to you.
- Have a plan
Your brand needs to have a plan. But what that plan is about and how does it look? First, it is important to know who your audience is. Then, what message you want to deliver. Finally, you may answer the question of how will your brand communicate with its audience.
A strategic brand communications plan is an integral part of any branding plan. Integrating a strategic plan into your marketing assures that you are reaching the right audience at the right time to drive the best results. You may make weekly, monthly and yearly plans or have a specific plan for every project and client considering all the parameters.
- Be interactive
Communication that goes just in one direction is not great at all. It needs both sides to be part of it. You start the conversation by content which is not just informative, but it is helpful, driven by emotions and makes your audience want to answer your question.
Also, be there for your audience, answer all questions, like comments and share experience and story. Let them feel like you are a friend and can help in the problem they have, as all friends do.
- Be useful
Every communication needs a good topic. Search for it around the problem your audience has. Nobody wants to talk about things they are not interested in and people are most interested in problems they are trying to find solutions for.
In marketing that means you need great content. Not just being focused on the quantity, but creating quality content which is engaging. Be unique, creative, useful and above all don’t talk about topics you like, create content your audience needs.
- Define your brand communication
After creating a strategy and content plan you may start your brand communication. Define your tone, will you be formal or informal, friendly or just informative.
Authentic communication is always in demand. It is also something you build through time and you may change according to the needs of the customers. One thing is essential, always be open for the feedback and critics, either positive or negative.