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brand communication
marketing strategy
brand communication strategy
content creation
brand messaging
ARTICLE #82
Tips to build an effective brand communication strategy
brand communication
marketing strategy
brand communication strategy
content creation
brand messaging
Written by:
5 min read
Updated on: August 13, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
An effective brand communication strategy helps to develop a relationship with your audience. It sets you apart from your competitors in a saturated marketplace. Every day, consumers are bombarded with thousands of different messages, and with all this noise, a clear and engaging communication plan can make all the difference.
A well-defined brand communication strategy will help you explain what your brand stands for and communicate its values to your audience as well. So, let’s discuss in detail how you can create an effective brand communication strategy that will allow your audience to connect with you on a deep level.
An effective brand communication strategy helps to develop a relationship with your audience. It sets you apart from your competitors in a saturated marketplace. Every day, consumers are bombarded with thousands of different messages, and with all this noise, a clear and engaging communication plan can make all the difference.
A well-defined brand communication strategy will help you explain what your brand stands for and communicate its values to your audience as well. So, let’s discuss in detail how you can create an effective brand communication strategy that will allow your audience to connect with you on a deep level.
An effective brand communication strategy helps to develop a relationship with your audience. It sets you apart from your competitors in a saturated marketplace. Every day, consumers are bombarded with thousands of different messages, and with all this noise, a clear and engaging communication plan can make all the difference.
A well-defined brand communication strategy will help you explain what your brand stands for and communicate its values to your audience as well. So, let’s discuss in detail how you can create an effective brand communication strategy that will allow your audience to connect with you on a deep level.
Identify your target audience
Identify your target audience
Identify your target audience
Knowing your target audience can help you develop an effective brand communication strategy. It can help shape your brand message and determine the best channel for communication. By doing this, a brand can make sure that it is targeting the right people and enhance its chances of better engagement and conversion.
Do demographic research and analyse their behavioural preferences
To identify your target audience, you must conduct proper market research. You will need demographic information, as well as information about people's interests, values, and lifestyles. 82% of consumers prefer brands whose values align with their own. If you know your audiences’ values, you can create content that resonates with them.
Another important thing to note when identifying the target audience is understanding their online behaviour. You will have to study which social media platforms they use, what type of content they interact with, and how they relate themselves to brands. 54% of consumers use social media for product research before buying anything. So, when you know which platform your audience uses the most, you can market your brand communication efforts there. It will ultimately increase your brand visibility and impact.
Create buyer personas and update your strategy regularly
Create buyer personas once you have a good understanding of your target audience, who are also your potential customers. These detailed profiles should include their demographic information, pain points, goals, and common objections related to your brand. Visualising the target audience in this way helps brands tailor their messaging and content more effectively to the audiences’ unique requirements. Brands that create buyer personas are 2.4 times more likely to increase lead generation.
Your brand communication strategy will only be effective if you review and update the identification of your target audience continuously. It is important to adjust your approach as consumer preferences and market trends change.
Knowing your target audience can help you develop an effective brand communication strategy. It can help shape your brand message and determine the best channel for communication. By doing this, a brand can make sure that it is targeting the right people and enhance its chances of better engagement and conversion.
Do demographic research and analyse their behavioural preferences
To identify your target audience, you must conduct proper market research. You will need demographic information, as well as information about people's interests, values, and lifestyles. 82% of consumers prefer brands whose values align with their own. If you know your audiences’ values, you can create content that resonates with them.
Another important thing to note when identifying the target audience is understanding their online behaviour. You will have to study which social media platforms they use, what type of content they interact with, and how they relate themselves to brands. 54% of consumers use social media for product research before buying anything. So, when you know which platform your audience uses the most, you can market your brand communication efforts there. It will ultimately increase your brand visibility and impact.
Create buyer personas and update your strategy regularly
Create buyer personas once you have a good understanding of your target audience, who are also your potential customers. These detailed profiles should include their demographic information, pain points, goals, and common objections related to your brand. Visualising the target audience in this way helps brands tailor their messaging and content more effectively to the audiences’ unique requirements. Brands that create buyer personas are 2.4 times more likely to increase lead generation.
Your brand communication strategy will only be effective if you review and update the identification of your target audience continuously. It is important to adjust your approach as consumer preferences and market trends change.
Knowing your target audience can help you develop an effective brand communication strategy. It can help shape your brand message and determine the best channel for communication. By doing this, a brand can make sure that it is targeting the right people and enhance its chances of better engagement and conversion.
Do demographic research and analyse their behavioural preferences
To identify your target audience, you must conduct proper market research. You will need demographic information, as well as information about people's interests, values, and lifestyles. 82% of consumers prefer brands whose values align with their own. If you know your audiences’ values, you can create content that resonates with them.
Another important thing to note when identifying the target audience is understanding their online behaviour. You will have to study which social media platforms they use, what type of content they interact with, and how they relate themselves to brands. 54% of consumers use social media for product research before buying anything. So, when you know which platform your audience uses the most, you can market your brand communication efforts there. It will ultimately increase your brand visibility and impact.
Create buyer personas and update your strategy regularly
Create buyer personas once you have a good understanding of your target audience, who are also your potential customers. These detailed profiles should include their demographic information, pain points, goals, and common objections related to your brand. Visualising the target audience in this way helps brands tailor their messaging and content more effectively to the audiences’ unique requirements. Brands that create buyer personas are 2.4 times more likely to increase lead generation.
Your brand communication strategy will only be effective if you review and update the identification of your target audience continuously. It is important to adjust your approach as consumer preferences and market trends change.
Set clear communication objectives
Setting clear communication objectives means that your goals will serve as a map that helps you determine what exactly needs to be done and how to measure success. By setting up specific targets, it becomes easier to ensure that your brand messaging aligns with the overall business objectives and resonates with the target market.
Track your progress and growth
Start by making sure what your objectives are. For example, rather than having a general objective of “increase brand awareness”, name a goal such as “25% increase in social media followers within six months.” And make sure your goals are measured. You can track your progress using actual numbers and adjust your strategy where necessary. To assess how successful you are, you can use indicators such as audience interaction rates, sales figures, website traffic volumes, etc.
Set realistic goals that align with your brand strategy
Your goals should be realistic as well. It is important to set challenging targets, but you must also consider the limited time and resources available. Setting unachievable objectives frustrates your team members leading to low morale among them. For example, aspiring to double your customer base in one month could be unrealistic. But, a 10% increase over six months could be more practical.
Also, ensure your communication goals resonate with your overall business strategy. This means that your brand message should explain the purpose of your business. And finally, create an objective with deadlines. The urgency created by timeframes will also help your employees to prioritise tasks.
Setting clear communication objectives means that your goals will serve as a map that helps you determine what exactly needs to be done and how to measure success. By setting up specific targets, it becomes easier to ensure that your brand messaging aligns with the overall business objectives and resonates with the target market.
Track your progress and growth
Start by making sure what your objectives are. For example, rather than having a general objective of “increase brand awareness”, name a goal such as “25% increase in social media followers within six months.” And make sure your goals are measured. You can track your progress using actual numbers and adjust your strategy where necessary. To assess how successful you are, you can use indicators such as audience interaction rates, sales figures, website traffic volumes, etc.
Set realistic goals that align with your brand strategy
Your goals should be realistic as well. It is important to set challenging targets, but you must also consider the limited time and resources available. Setting unachievable objectives frustrates your team members leading to low morale among them. For example, aspiring to double your customer base in one month could be unrealistic. But, a 10% increase over six months could be more practical.
Also, ensure your communication goals resonate with your overall business strategy. This means that your brand message should explain the purpose of your business. And finally, create an objective with deadlines. The urgency created by timeframes will also help your employees to prioritise tasks.
Setting clear communication objectives means that your goals will serve as a map that helps you determine what exactly needs to be done and how to measure success. By setting up specific targets, it becomes easier to ensure that your brand messaging aligns with the overall business objectives and resonates with the target market.
Track your progress and growth
Start by making sure what your objectives are. For example, rather than having a general objective of “increase brand awareness”, name a goal such as “25% increase in social media followers within six months.” And make sure your goals are measured. You can track your progress using actual numbers and adjust your strategy where necessary. To assess how successful you are, you can use indicators such as audience interaction rates, sales figures, website traffic volumes, etc.
Set realistic goals that align with your brand strategy
Your goals should be realistic as well. It is important to set challenging targets, but you must also consider the limited time and resources available. Setting unachievable objectives frustrates your team members leading to low morale among them. For example, aspiring to double your customer base in one month could be unrealistic. But, a 10% increase over six months could be more practical.
Also, ensure your communication goals resonate with your overall business strategy. This means that your brand message should explain the purpose of your business. And finally, create an objective with deadlines. The urgency created by timeframes will also help your employees to prioritise tasks.
Develop key messages
The development of key messages is necessary to create a strong brand communication strategy. First, you have to identify your unique value proposition (UVP), which separates you from your competitors and gives your customers a reason to choose your brand.
For example, introducing innovative eco-friendly packaging can position you as a leader in sustainability. You can highlight the main advantages of UVP that meet the specific needs and pain points of your audience, such as non-toxic cleaning products that make their homes safer and the planet healthier. Use brand messages that are more memorable and easier for audiences to understand, like “Revolutionising sustainable fashion” or “Empowering small businesses to thrive.”
Maintain a consistent brand message across all channels
All of your communication channels must be consistent. Ensure that your social media, website content and advertising represent a unified brand message to support brand identity and build trust. To maintain an effective and consistent brand communication strategy, you also have to track your brand message performance on social media regularly and check audience feedback. So, if any issues arise, you can tackle them immediately.
The development of key messages is necessary to create a strong brand communication strategy. First, you have to identify your unique value proposition (UVP), which separates you from your competitors and gives your customers a reason to choose your brand.
For example, introducing innovative eco-friendly packaging can position you as a leader in sustainability. You can highlight the main advantages of UVP that meet the specific needs and pain points of your audience, such as non-toxic cleaning products that make their homes safer and the planet healthier. Use brand messages that are more memorable and easier for audiences to understand, like “Revolutionising sustainable fashion” or “Empowering small businesses to thrive.”
Maintain a consistent brand message across all channels
All of your communication channels must be consistent. Ensure that your social media, website content and advertising represent a unified brand message to support brand identity and build trust. To maintain an effective and consistent brand communication strategy, you also have to track your brand message performance on social media regularly and check audience feedback. So, if any issues arise, you can tackle them immediately.
The development of key messages is necessary to create a strong brand communication strategy. First, you have to identify your unique value proposition (UVP), which separates you from your competitors and gives your customers a reason to choose your brand.
For example, introducing innovative eco-friendly packaging can position you as a leader in sustainability. You can highlight the main advantages of UVP that meet the specific needs and pain points of your audience, such as non-toxic cleaning products that make their homes safer and the planet healthier. Use brand messages that are more memorable and easier for audiences to understand, like “Revolutionising sustainable fashion” or “Empowering small businesses to thrive.”
Maintain a consistent brand message across all channels
All of your communication channels must be consistent. Ensure that your social media, website content and advertising represent a unified brand message to support brand identity and build trust. To maintain an effective and consistent brand communication strategy, you also have to track your brand message performance on social media regularly and check audience feedback. So, if any issues arise, you can tackle them immediately.
Choose effective communication channels
When targeting an audience, you must select the appropriate communication channels. Do proper research on which social media channel your target audience spends most of their time. Then, select the one that is most suitable for implementing your communication strategy.
Deciding between advanced social channels
Instagram and Pinterest are good for visual content and targeting younger audiences, while LinkedIn works well for professional articles and targeting job seekers and employers. If you plan to use short video content in your brand message strategy, then Instagram reels or TikTok will work well for you. However, if you have long-form video content and want to reach a broader audience, YouTube can be the one for you.
If you want to communicate directly with your consumers, email marketing is the most suitable method, with an average ROI of $42 per dollar spent. You just have to ensure that your emails provide value to your audience and represent your key message.
A brand must adopt social media channels not only to spread its brand message but also to get immediate customer feedback. 64% of consumers want the brand to connect with them, which shows the importance of being active and responsive on these channels.
When targeting an audience, you must select the appropriate communication channels. Do proper research on which social media channel your target audience spends most of their time. Then, select the one that is most suitable for implementing your communication strategy.
Deciding between advanced social channels
Instagram and Pinterest are good for visual content and targeting younger audiences, while LinkedIn works well for professional articles and targeting job seekers and employers. If you plan to use short video content in your brand message strategy, then Instagram reels or TikTok will work well for you. However, if you have long-form video content and want to reach a broader audience, YouTube can be the one for you.
If you want to communicate directly with your consumers, email marketing is the most suitable method, with an average ROI of $42 per dollar spent. You just have to ensure that your emails provide value to your audience and represent your key message.
A brand must adopt social media channels not only to spread its brand message but also to get immediate customer feedback. 64% of consumers want the brand to connect with them, which shows the importance of being active and responsive on these channels.
When targeting an audience, you must select the appropriate communication channels. Do proper research on which social media channel your target audience spends most of their time. Then, select the one that is most suitable for implementing your communication strategy.
Deciding between advanced social channels
Instagram and Pinterest are good for visual content and targeting younger audiences, while LinkedIn works well for professional articles and targeting job seekers and employers. If you plan to use short video content in your brand message strategy, then Instagram reels or TikTok will work well for you. However, if you have long-form video content and want to reach a broader audience, YouTube can be the one for you.
If you want to communicate directly with your consumers, email marketing is the most suitable method, with an average ROI of $42 per dollar spent. You just have to ensure that your emails provide value to your audience and represent your key message.
A brand must adopt social media channels not only to spread its brand message but also to get immediate customer feedback. 64% of consumers want the brand to connect with them, which shows the importance of being active and responsive on these channels.
Create engaging content
Creating interesting content is also one of the core factors in establishing a successful brand communication strategy. This kind of content captures the attention of your audience and strengthens their relationship with your brand.
You can start by analysing your audience’s preferences and interests. Do in-depth research to find out the type of content they mostly engage with. 70% of buyers prefer to learn about a company through blog articles rather than ads. This statement shows the importance of creating content that resonates with your target audience.
Use storytelling and visuals in your content
Adopt the storytelling technique in your content development process as it allows you to convey your brand message in a more relatable way. Brands that use storytelling can expect a 30% increase in their conversion rate.
There are many ways you can use stories to attract readers. You can use the behind-the-scenes feature of your brand, or you can share user-generated content. It is also important to use visuals so that people can understand your content in a better way. 94% of content with relevant images has more views than those without them. You can use visuals such as infographics, videos or high-quality pictures to help you make your message easy to understand.
Content should be relevant
You should also make sure that your content is relevant to the communication channels you are using. Different platforms have different requirements for their audiences and present the information in different formats.
For example, Instagram is all about visually-driven content while LinkedIn provides professional articles and insights. When you create engaging and relevant content for all your social media channels, you can create a unified brand communication strategy. This is like a justification to your audience for your brand authenticity.
Creating interesting content is also one of the core factors in establishing a successful brand communication strategy. This kind of content captures the attention of your audience and strengthens their relationship with your brand.
You can start by analysing your audience’s preferences and interests. Do in-depth research to find out the type of content they mostly engage with. 70% of buyers prefer to learn about a company through blog articles rather than ads. This statement shows the importance of creating content that resonates with your target audience.
Use storytelling and visuals in your content
Adopt the storytelling technique in your content development process as it allows you to convey your brand message in a more relatable way. Brands that use storytelling can expect a 30% increase in their conversion rate.
There are many ways you can use stories to attract readers. You can use the behind-the-scenes feature of your brand, or you can share user-generated content. It is also important to use visuals so that people can understand your content in a better way. 94% of content with relevant images has more views than those without them. You can use visuals such as infographics, videos or high-quality pictures to help you make your message easy to understand.
Content should be relevant
You should also make sure that your content is relevant to the communication channels you are using. Different platforms have different requirements for their audiences and present the information in different formats.
For example, Instagram is all about visually-driven content while LinkedIn provides professional articles and insights. When you create engaging and relevant content for all your social media channels, you can create a unified brand communication strategy. This is like a justification to your audience for your brand authenticity.
Creating interesting content is also one of the core factors in establishing a successful brand communication strategy. This kind of content captures the attention of your audience and strengthens their relationship with your brand.
You can start by analysing your audience’s preferences and interests. Do in-depth research to find out the type of content they mostly engage with. 70% of buyers prefer to learn about a company through blog articles rather than ads. This statement shows the importance of creating content that resonates with your target audience.
Use storytelling and visuals in your content
Adopt the storytelling technique in your content development process as it allows you to convey your brand message in a more relatable way. Brands that use storytelling can expect a 30% increase in their conversion rate.
There are many ways you can use stories to attract readers. You can use the behind-the-scenes feature of your brand, or you can share user-generated content. It is also important to use visuals so that people can understand your content in a better way. 94% of content with relevant images has more views than those without them. You can use visuals such as infographics, videos or high-quality pictures to help you make your message easy to understand.
Content should be relevant
You should also make sure that your content is relevant to the communication channels you are using. Different platforms have different requirements for their audiences and present the information in different formats.
For example, Instagram is all about visually-driven content while LinkedIn provides professional articles and insights. When you create engaging and relevant content for all your social media channels, you can create a unified brand communication strategy. This is like a justification to your audience for your brand authenticity.
Leverage feedback and evolve your strategy
After you have created, analysed, and implemented a brand communication strategy, you should seek feedback from your audience. You can collect feedback through different methods, such as surveys and social media channels, or even interact with your audience directly.
Track mentions, comments, and reviews because they will help you predict sentiments and identify your consumers' pain points. Focus on key performance indicators (KPIs) like engagement rate, which includes the number of likes, comments, shares, and click-through rates. Website traffic represents unique visitors, bounce rate, and time spent on the website. Conversion rates relate to lead generation, sales, and customer retention, and brand awareness includes mentions, impressions, and sentiments of your audience.
Use analytics tools to collect and analyse data from different sources, including social media platforms, email marketing platforms, and web analytics. Brands that frequently review their performance data are 1.5 times more likely to meet their communication goals.
With this data-driven approach, you can adapt your brand message according to changing audience preferences, market trends, and business objectives to continuously keep your brand relevant in the industry.
After you have created, analysed, and implemented a brand communication strategy, you should seek feedback from your audience. You can collect feedback through different methods, such as surveys and social media channels, or even interact with your audience directly.
Track mentions, comments, and reviews because they will help you predict sentiments and identify your consumers' pain points. Focus on key performance indicators (KPIs) like engagement rate, which includes the number of likes, comments, shares, and click-through rates. Website traffic represents unique visitors, bounce rate, and time spent on the website. Conversion rates relate to lead generation, sales, and customer retention, and brand awareness includes mentions, impressions, and sentiments of your audience.
Use analytics tools to collect and analyse data from different sources, including social media platforms, email marketing platforms, and web analytics. Brands that frequently review their performance data are 1.5 times more likely to meet their communication goals.
With this data-driven approach, you can adapt your brand message according to changing audience preferences, market trends, and business objectives to continuously keep your brand relevant in the industry.
After you have created, analysed, and implemented a brand communication strategy, you should seek feedback from your audience. You can collect feedback through different methods, such as surveys and social media channels, or even interact with your audience directly.
Track mentions, comments, and reviews because they will help you predict sentiments and identify your consumers' pain points. Focus on key performance indicators (KPIs) like engagement rate, which includes the number of likes, comments, shares, and click-through rates. Website traffic represents unique visitors, bounce rate, and time spent on the website. Conversion rates relate to lead generation, sales, and customer retention, and brand awareness includes mentions, impressions, and sentiments of your audience.
Use analytics tools to collect and analyse data from different sources, including social media platforms, email marketing platforms, and web analytics. Brands that frequently review their performance data are 1.5 times more likely to meet their communication goals.
With this data-driven approach, you can adapt your brand message according to changing audience preferences, market trends, and business objectives to continuously keep your brand relevant in the industry.
Frequently Asked Questions
How often should I refresh my brand communication strategy?
Your brand communication strategy should be reviewed and updated at least annually to keep it fresh and functional. However, if your business, industry, or even your target audience undergoes major changes, it may require more frequent updates.
What if I don't have a big budget for my brand communication strategy?
Focusing on organic channels such as social media, email marketing, and content production can still help you implement a useful strategy with limited resources. Prioritise quality over quantity and provide value to your audience.
How do I get my whole team on board with our brand communication strategy?
Involve your team in the creation process. Ensure that everyone understands their role to deliver consistent messaging. Provide clear guidelines with proper training and reward team members when they exemplify your brand voice.
Should I outsource any part of my brand communication strategy?
This could involve outsourcing some tasks, such as graphic design, video creation, or even social media management, in case you do not have an experienced person on-site. However, you must monitor them continuously to ensure these outsourced people understand and maintain your brand communication strategy.
Conclusion
Creating a brand communication strategy is a constant process that requires continual attention and adjustment. As the market changes, customers' expectations of a brand shift as well. So, it is important for the brands to always stay alert and continue refining their strategies through customer insights and feedback. When you engage with your audience authentically, measure the feedback, and adapt to the consumer requirements, it will determine whether your brand communication strategy will be successful or not. If you do well, this will ensure that your brand grows and develops meaningful relationships with its consumers.
Frequently Asked Questions
How often should I refresh my brand communication strategy?
Your brand communication strategy should be reviewed and updated at least annually to keep it fresh and functional. However, if your business, industry, or even your target audience undergoes major changes, it may require more frequent updates.
What if I don't have a big budget for my brand communication strategy?
Focusing on organic channels such as social media, email marketing, and content production can still help you implement a useful strategy with limited resources. Prioritise quality over quantity and provide value to your audience.
How do I get my whole team on board with our brand communication strategy?
Involve your team in the creation process. Ensure that everyone understands their role to deliver consistent messaging. Provide clear guidelines with proper training and reward team members when they exemplify your brand voice.
Should I outsource any part of my brand communication strategy?
This could involve outsourcing some tasks, such as graphic design, video creation, or even social media management, in case you do not have an experienced person on-site. However, you must monitor them continuously to ensure these outsourced people understand and maintain your brand communication strategy.
Conclusion
Creating a brand communication strategy is a constant process that requires continual attention and adjustment. As the market changes, customers' expectations of a brand shift as well. So, it is important for the brands to always stay alert and continue refining their strategies through customer insights and feedback. When you engage with your audience authentically, measure the feedback, and adapt to the consumer requirements, it will determine whether your brand communication strategy will be successful or not. If you do well, this will ensure that your brand grows and develops meaningful relationships with its consumers.
Frequently Asked Questions
How often should I refresh my brand communication strategy?
Your brand communication strategy should be reviewed and updated at least annually to keep it fresh and functional. However, if your business, industry, or even your target audience undergoes major changes, it may require more frequent updates.
What if I don't have a big budget for my brand communication strategy?
Focusing on organic channels such as social media, email marketing, and content production can still help you implement a useful strategy with limited resources. Prioritise quality over quantity and provide value to your audience.
How do I get my whole team on board with our brand communication strategy?
Involve your team in the creation process. Ensure that everyone understands their role to deliver consistent messaging. Provide clear guidelines with proper training and reward team members when they exemplify your brand voice.
Should I outsource any part of my brand communication strategy?
This could involve outsourcing some tasks, such as graphic design, video creation, or even social media management, in case you do not have an experienced person on-site. However, you must monitor them continuously to ensure these outsourced people understand and maintain your brand communication strategy.
Conclusion
Creating a brand communication strategy is a constant process that requires continual attention and adjustment. As the market changes, customers' expectations of a brand shift as well. So, it is important for the brands to always stay alert and continue refining their strategies through customer insights and feedback. When you engage with your audience authentically, measure the feedback, and adapt to the consumer requirements, it will determine whether your brand communication strategy will be successful or not. If you do well, this will ensure that your brand grows and develops meaningful relationships with its consumers.
ARTICLE #82
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ee@for.co
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