Everything in this world has a name. It is this name that is also called as a ‘brand’. From the toothpaste we use in the morning to brush our teeth, to the mug of coffee or tea that wakes us up, to the multiple other things that we use in our lives all through the day, all these have brand names, each with their unique identity and features.
Each of these brands speak to their customers as well as their prospective customers. The unique language they communicate with is what stays in the minds of the consumer. The consumer creates an image of the product and its benefits in their minds. This helps the brand establish its identity amongst the audience. This brand communication is the combination of activities such as advertising, social media and reviews that help build credibility in the minds of the customers.
The question then is whether the brand builds its identity exclusively amongst select channels or across the whole organization? In the game of branding communication, the biggest challenge is the perception of the brand image and whether it is uniform across its target audience. Brand communication happens every time a potential customer interacts with the brand. This applies even to an experience as well as personal branding. Developing
a consistent brand makes all methods of communication more effective.
Every interaction the brand has with a person further reinforces the image it creates in the minds of the person. A sound communication strategy is at the core of building a brand. Without an effective strategy, any brand is likely to fail. As important it is to know how to communicate, equally important is the frequency of the communication and its accessibility. Quality brand communication is what distinguishes one business from the other. At such times, content is important. No matter how much one may strategize, if the content and quality of communications aren’t high, then it is a futile exercise.
And finally, the question one needs to ask, is the consistency of messaging or communication. Is the brand conveying the same message to all its customers? With so many facets of effective brand communication, to be or not to be seeking advice from experts is what truly defines your game. In this very important decision of ‘to be’ or ‘not to be’, it’s time to let the communication specialist take over.