Brand Communications – An Essential for Business Success – by Olatuja Gabriel-Wealth
Brand Communications – An Essential for Business Success – by Olatuja Gabriel-Wealth.
Brand communication is the act of effectively sharing or presenting a brand in a way that is capable of catching potential customers’ attention and attracts customers to patronize the business and also build trust and brand loyalty.
A brand may be a product, service, organization or concept that is publicly distinguished from others for easy communication to the target market. Brand communication involves the strategies to showcase a business to a target audience so as to get their interest and considerations which eventually leads to sales or conversion.
It comprises of those elements that work together in a very cohesive and holistic manner and they to paint a picture of your business to your target audience. Brand Communication may also be called Marketing Communication, which comprises of messages and media used to communicate with target markets.
The Two Major Elements of Brand Communications or Marketing Communications are:
- The Right Messaging
- Advertising Channels.
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When pushing out your messaging to get customers to buy your products, your messaging must be simple and free of ambiguity. Also it must be easy for target market to understand.
In a situation where people find it difficult to understand or decode your message, there is no communication.
Marketing Strategist must be able to speak the language that the target audience understands or speak in a way that is understood by the target market.
Brand communication may also be called corporate communications. Corporate communications refers to the way in which businesses and organizations communicate with internal and external audiences. There, internal audiences are the team members while the external audiences are the existing and potential customers.
When charting the course of a business, all the team and brand communications strategist must understand the “What”, “Why”, “For Whom” and “efficient targeting.”
A corporate philosophy spells out your company’s values and the value your products and services offer to your target audience. Corporate philosophy can simply be summarized under:
A vision statement expresses a company’s short and long term goals. A short term goal spans from six-month to three-year, while a long term goal spans from five years and above.
A company’s vision depicts what the company will look like in the future. A company’s vision also sets a defined direction for the planning and execution of corporate-level strategies.
Example of a vision statement: Google’s vision statement is “to provide access to the world’s information in one click.”
A mission statement is describes the actions that a company wants to take to achieve the organizations goals or purpose.
Example of a mission statement: Google‘s mission is “to organize the world’s information and make it universally accessible and useful”
In summary, a vision statement describes “what” the company wants to achieve while mission statement describes “how” the company wants to achieve the mission (goals).
Core values are qualities or fundamental beliefs that represent an organization’s highest priorities and driving forces. They represent what an organization and its employees stand for. Examples of core values are Integrity, Excellent Service, Quality Delivery, Fairness, Accountability, Professionalism, quality customer experience, Teamwork etc.
Branding is the process of creating a strong, positive perception of a company, its products or services and makes it a top-of-mind with customers. Branding helps achieve the level of top-of-mind awareness needed to help your business stand out. An important element of branding is LOGO and Tagline or slogan.
A logo is a symbol that represents a brand. A logo may be a combination of texts, icons and or images that identifies a business. Creating the perfect visual brand mark for a company is essential as it shows what a company does and the company’s brand values.
A tagline or slogan is a short and catchy text that puts an image of your brand in the minds of your customers. The best tagline is usually 2 to 5 words.
Products or Services
A product or service is an item or intangible offering that a company or business makes available to consumer in exchange for money.
Value Proposition or Unique Selling Point refers to the value a company promises to deliver to customers when they buy their products or services.
It is important to define the Unique Selling Point (USP) or the Unique Value Proposition (UVP) of your product or service and make them available to attract customers to them in marketing communications.
Example of USP: Uber USPs are
- One tap and a car comes directly to you
- Your driver knows exactly where to go
- Payment is completely cashless
Sales Funnel Stages are: Awareness, Interest, Consideration or Decision, Action and Loyalty.
Awareness creation is the act of advertising or showcasing a product or a service to potential consumers or customers. This is done via marketing communications.
Marketing is classified into two major types:
- Digital Marketing
- Traditional Marketing
Digital Marketing involves using digital channels to promote brands or products or services and connect potential customers using the internet and technology. The common digital marketing strategies are:
Content Marketing on Social Media, Paid Ads on social media, website, search engine optimization (SEO), search engine marketing (SEM, that is, search and display ads), email marketing, whatsapp marketing, bulk sms etc.
Traditional marketing are not done on the internet or using digital technology. Examples are print and newspapers, outdoor advertising like billboards, fliers, radio and TV, direct mail, phone, etc.
The main aim of brand communication involves creating awareness to get customers interests to take the decision or consider taking the action to buy or subscribe to a product or a service.
Formulating and putting out the right messaging that are capable of converting a customer is critical and is handled by experts in marketing communication.
A company that does not have this in place will always struggle to get patronage. The good news is that I am available to help out at a fee.
About the Author.
Gabriel Olatuja is Business process and Marketing Strategist. He is a writer and publisher. He has worked with different brands and brought them to a limelight through his rare marketing hacks. As a growth hacker, Gabriel has helped different local and international organizations to chart their way towards success. Contact via WhatsApp or call +2348111055633.