How Brands and Communication Strategies Work Together
How Do Your Brand and Communication Strategy Work Together?
It may seem like a question with a complicated answer, but actually, the answer is quite simple.
Branding helps determine your communication strategy. All of your communications should support your brand tone of voice and messaging strategy.
Branding is more than aesthetics. More than a website, logo, and packaging. It is what your customers believe about your company. At its very core, branding is the heart and soul of what you do. It is what differentiates you from competitors.
Your branding and messaging strategy shapes your company culture, guides the decisions and behavior of your employees and determines every piece of communication.
So How Do You Deliver a Communications Strategy That Goes Hand in Hand With Your Brand?
Every piece of messaging, every action of employees, every word spoken about your company should convey the same message. Every message — whether it appears on your website, blog, social media, emails, videos, or print pieces — must be consistent.
Keep it Simple.
What is the most important thing you want customers to remember about your business? A simple message is much easier to remember than a complex one. Focus on that one key message and build around it.
Appoint a Brand Champion.
Who is the face of your brand? This person (commonly the CEO of a company) should have a strong presence and take charge of developing your communications strategy. This individual’s role is complemented by other key personnel who help execute that strategy.
Every employee should be trained on how to effectively communicate your brand message with current customers and potential customers in a manner that encourages them to take the next step in the sales process.
“Today, people don’t want to be sold to, they want to be engaged, and then they may buy from you,” said Greg Spindler in an article on business development.
Messaging is the expression of your brand, and it is more important to business development today than ever before. You must integrate your company’s vision, mission and values into your brand and communications strategies, and the message must be consistent.
Frozen Fire is a Dallas internet marketing and video production company that helps companies harness the most powerful aspect of modern marketing—the internet—to engage customers in memorable and meaningful ways. Ways that ignite sales and business growth. Contact us to learn how we can help your business.