5 Tips To Improve Your Brand Communication Strategy

As a front-seat observer, I’ve been closely involved in the digital transformation of marketing and communications. My digital marketing career has allowed me to see how technology has transformed how we communicate and interact with customers. Smartphones offer ubiquitous, always-on access. It’s, therefore, more important than ever to communicate with customers at the right time.

A business’s brand communication serves many vital purposes. These five tips will help you engage customers in ways they value.

Keep your message and delivery consistent.

It is crucial to maintain consistency in messaging and delivery. Your strategy will suffer if you don’t have feelings in messaging and delivery. People should be able to identify your brand and then see it. This will help generate more ROI (return on advertising spend) and ROAS (return on investment).

A few simple steps are required to build brand consistency. These include defining your guidelines and meeting the public’s expectations. Understanding your brand’s meaning and purpose is vital. These are the key elements that make consistent brand messaging:

Tone.

Slogan.

Graphic design elements.

*Company Values

Be authentic.

A survey found that 86% of customers believe authenticity is crucial in buying from brands. 57% also believe that less than half the brands create authentic content.

To make your brand more authentic, ensure that all messaging touches reflect your brand’s tone, voice, and unique value proposition. The foundation of your brand’s communication starts with content pillars.

Content pillars are called “content clusters” and “content buckets.” They provide a foundation for the most relevant topics that resonate with your target audience. Content pillars typically consist of three to five cases. These can be blog posts or infographics. They are a great way to ensure consistent content across all channels in your communication strategy.

Transparency

Transparency means that your company must disclose information about your goals, operations, values, and sometimes even sales figures. Consumers prefer a brand that is transparent and honest with its customers. This is particularly true for those who support your company.

* User-Generated content (UGC)

UGC’s power has never been more apparent. According to the same study, 60% of respondents said that UGC had influenced their buying decisions. Respondents noted that friends and family sharing purchase via social media increased their likelihood of buying the same product. This doesn’t just apply to product purchases. According to the survey, millennials are more likely than other generations to choose a restaurant or vacation spot based on what they see on social networks.

Create trust and add value.

Consumer trust is essential. It can make or break a company, regardless of how great the product is. Trust can be built in many ways. From responding to every comment and inquiry on social media in your brand’s voice to always putting customers last to answering all questions and comments on your website. Offering a platform for customers to leave feedback or generate surveys on your website is a great way to build trust.

* Consistency

Consistency is vital to trust-building. Consistency is key to building trust. It’s essential to communicate your brand’s values and be true to them. Dove is an excellent example of this. The brand’s advertisements are based on the message that everybody is beautiful and that beauty should not be taken as a cause for anxiety. Customers trust the consistent message.

Value

Your customers bring value to you, and so does your brand. Trusted businesses with high-quality products and reliable service are more likely to be referred to others. This allows you to develop new product lines and increase revenue. However, it is only possible if your customers already trust your company.

Create multiple touchpoints.

Touchpoints, which are any interaction that occurs during the customer journey, are a great way to connect with your audience at different levels. There are many ways to reach customers.

Advertising.

Website.

Print correspondence.

Email.

Product packaging.

Video implementation.

Videos are an integral part of any communication strategy. They continue to gain popularity. Videos can drive traffic, sales, and engagement. According to research 87% marketers claim that using video has helped them increase their website traffic. Another 81% believe video has helped them drive more sales. 73% of customers would prefer to watch short videos, compared to the 11% who prefer to read articles.

Communication through brand is a great way to establish relationships with customers and prospects. It also helps create value for them that will keep them returning. A company’s strategy should include transparency, consistency, and authenticity.

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Krishna Chaitanya
Krishna is a digital media strategist with experience in the media and publishing industries, He is also the lead marketing strategist for Hustle Chronicle. He is currently employed at Intentify Media & resides in India.

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