Your brand isn’t necessarily what you say it is—it’s what your customers say it is.
A brand communication strategy aligns your brand identity, values, and mission with your internal and external communications. This enables you to deliver consistent, on-brand messaging to the right customer via their preferred channel.
The result? Improved customer trust, engagement, revenue, and loyalty.
Before we dive into some tips on how to create an effective brand communication strategy, let’s look at brand identity a bit closer.
What is your brand identity?
Regardless of whether you’re an SME or a global enterprise, you’ve probably got a list of core brand values, missions, and visuals that make up your brand identity. But, if you fail to communicate them to your customers effectively, you risk your message becoming lost in translation.
A brand communication strategy enables your target audience to get to know your brand on a deeper, more emotional level. It helps you identify the best channels to target and the best content to create in order to meet business goals.
The more you know about your target audience, the more accurately you can align your brand communication to their needs, preferences, and interests.
Identify the demographics, buying habits, motivations, and preferred communication channels of your target audience. Use this data to develop buyer personas for each customer type. This will help you create tailored content that genuinely resonates with your target audience.
A brand communication strategy requires you to really get to know your customers on a deeper level. By knowing what their preferences, behaviors, and favorite communication channels are, you can create powerful content that not only reaches them but resonates with them.