8 ways to upgrade your brand communication strategy

The journey from a generic company to a record-breaker brand transpires with an effective communication strategy. Communication with emotions holds people together the same is the case with brands. When your audiences find relevance in your communication, begin to connect and belong to you.

Brand communication is the procedure to accomplish your brand objectives through conveyance. Brand communication plays a vital role in developing a robust brand. It includes a message, target audience, objectives, and media.

Importance of constructive brand communication strategy

The pro of brand communication is it allows you to have two-way communication. Platforms like social media, forums make the communication journey very easy. It benefits your brand by creating a good relationship with your consumers, differentiates you from competitors. Creates a good value in customers' minds, and simplifies their buying decision process.

Want to create a potent communication strategy for your brand? Read the entire blog following steps catering to your brand success.

Determine your communication purpose

Before planning a guideline to your communication strategy, note down your objectives to communicate. Communication without a purpose is like traveling without direction. What is your goal? Which elements do you want to include in your message?

These objectives become the premise for your business plan. Your purpose includes these points and can be a mixture of various pairs.

• ● Increase demand and supply.
• ● Price increase.
• ● Creating brand awareness.
• ● Increasing profitability.
• ● Escalating engagement and conversion rate.
• ● Improving customer relationships.
• ● Rebranding.
• ● Outperform competition.
• ● Retaining loyal customers.
• ● Targeting potential customers.

Acknowledge your Target Audience

Once you determine your brand objective, time to know your target audience. To understand your target group, you need to understand their persona, their purpose. Earlier, knowing occupation, age, location, gender was enough, but now you need to dive deep. The process of understanding your target group includes their behavior, interest, working pattern, lifestyle style, devices, and media they use to attain information.

Recognize your customers’ problems

Are you serving solutions to your customers’ problems? If yes, strive to make customers’ lifestyles easy and convenient, and if not, research more to match your product or service with their problems. When customers find a prominent solution to their brand through your solution, they tend to be loyal and brand advocates of your brand.

Discover your Unique Selling Proposition (USP)

What is that one thing that makes you, you? What is the brand specialty that you want customers to choose you for over competitors? A USP can be a product, service, quality of your service, the identity of your brand, after-sales services, and CSR.

These steps to create your USP:

Describe your target audience.

A USP is generated for the benefit of customers, and it must be related to customers’ needs. By describing your target audience, you get to know their personalities, interests, lifestyle choices, needs.

Explicate the problem you solve

What are the problems of your prospects? And what solutions do you provide? Customer problems are important for you as a brand.

List the exclusive benefits.

What are the benefits customers get through your brand? What factors make your brand unique from competitors? At least list down 3-5 benefits by putting yourself in customers’ shoes.

Explain your promise

The key to a successful USP is by promising to your prospects. When a brand delivers its promise, it accomplishes a good brand image, loyal customers.

Analyze your current brand communication

While planning your communication strategy, it is essential to analyze how impactful your current brand communication is? SWOT is one of the effective tools to analyze your communication. Follow these steps to analyze your communication.

• ● Endeavour to highlight your strengths.
• ● How can you work on your weaknesses
• ● Find new opportunities to improve your opportunities. Find out different media where your customers exist.
• ● Look out for the possibility of threat in your current communication strategy.

Examine your competitors

While communication is the strongest asset to your brand, it is vital to examine what your competitors are communicating? What strategies do they use? On which media do they communicate?

Social media is a great platform to understand their communication strategy. Look how they engage with their customers? What is their engagement rate? Also, explore their website and look at their copy, call to action, and strategy around the selling process.

• ● What channels do they use?
• ● How often are they using them?
• ● What are their results?
• ● Will a similar strategy suit our brand? Would my audience engage with similar communication?

These questions help you to plan your next strategy.

Build a strong brand

A brand is recognized by a unique personality. All the business plans have effective strategies to promote themselves, but the brand differentiates you from the crowd. No one can copy your brand personality, and that is your biggest strength.

Build a brand voice

As a brand, you need to form a voice, tone for yourself. It should be consistent in all the channels, and it should resonate with your identity.

The audiences are going to recognize you through a brand voice. When your brand is fun, outdoorsy, casual, ensure that you maintain that in your communication.

Be Transparent and authentic.

Customers prefer honesty and transparency in brands. They rectify when a brand is being fake. Be firm to your USP and deliver honest and authentic communication, and they are likely to support you and be loyal customers.

When customers belong with you, they prefer authenticity like any other relationship. When you serve your promise to your audience, they indirectly become brand advocates for you. Even if you mess it up, your audience will not leave you because you have created a good brand image through transparency.

Have conversation off your digital channels

Talk with your prospects during the selling process by interacting with your audience in real uplifts, connection and trust. Also, you get to know consumer feedback face to face. Have a conversation that exhibits the willingness to solve their problems.

Post engaging - fun content

Engaging, appealing, and resonating to your identity! Communication is effective when it is interactive, even with the brands. Engaging over informative content grabs the attention of your audiences. Once you create interest and desire through your content, prospects are likely to come back to you and have a conversation. Now, that's how you turn prospects into regular customers.

Building fun, exciting communication does not go in vain. Schedule and create fun content as per your target audience's interest. It can be a game, a series of content on trending topics. Ensure that it should not end with a promotional aspect, call-to-action, link to your website or blog. It should be fun, interactive content.

Tell a story

People love, engage and attach to stories. Through your communication, share your story, which includes - how you started your business? What problems have you faced to reach here? Or your work culture makes your audiences know you.

To make it more creative, instead of writing, show your story - click a few photos of your physical stores, workspace, the warehouse that indicates your brands, tell what your brand is, how it works. It makes it more appealing and grabs attention.