The value of the brand is revealed in communication - it is at this stage that we see the real result, because the response of the audience cannot be faked: it either exists or it does not, and this is the most honest answer that a business can receive. However, honesty is not always happy, because it can show complete indifference to the product. In order not to waste resources, a communication strategy is needed. Service description
Brand communications are any way a company or product interacts with an audience. They can be verbal, visual, tactile, or work with other senses and consciousness. The main thing is that the meanings broadcast by different channels complement each other - in this case, we can talk about a full-fledged communication strategy.
The main objective of the communication strategy is to create a clear and logical system of interaction between the brand and the consumer. A good and stable result is achieved when the company managed to unambiguously convey the values and idea of the brand to different segments of the audience. Principle
All communications are based on a brand strategy that allows you to structure disparate messages into a statement: this is how the company gains a voice. Without a brand strategy, it is possible to set up communications, but this will be impulse intuitive work that will require constant monitoring. What is a communication strategy?
Filling the communication strategy
- Brand identification
Recognizable and consistent communication is one of the main ways to separate from the mass of competitors and to be remembered by the audience.
- Brand Description
Communications tell about the brand, quickly and effectively convey basic information to the potential consumer and provide filtering of the flow of requests, leaving only the target ones out of the general mass - this ensures success and helps to be remembered from the best side at the first contact.
- Translation of values
Consistent communication to the consumer of the brand's values through the synchronized use of various communication channels.
- Key message - recommended key messages.
- Key-visual - Recommended visual messages.
- Tone of voice is the recommended communication style.
- Recommended communication channels and integration of channels for different target groups: selection of channels that are optimal for solving tasks.
- Recommended communication tools.
- Communication matrix: desired brand perception, communication drivers, communication barriers.