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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
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
Your brand has a message worth sharing, but there’s plenty of clamor out there competing for everyone’s attention. So how do you cut through the racket and make people care? It starts with a communication strategy that goes beyond slogans, focusing instead on authentic dialogue.
Here is a quick look at how to shape a plan that doesn’t sound robotic or salesy, but genuinely resonates with the folks you’re trying to reach. Let’s make it personal, relatable, and a bit more interesting than your average marketing script.
Your brand has a message worth sharing, but there’s plenty of clamor out there competing for everyone’s attention. So how do you cut through the racket and make people care? It starts with a communication strategy that goes beyond slogans, focusing instead on authentic dialogue.
Here is a quick look at how to shape a plan that doesn’t sound robotic or salesy, but genuinely resonates with the folks you’re trying to reach. Let’s make it personal, relatable, and a bit more interesting than your average marketing script.
Identify your target audience
Identify your target audience
Understanding who you want to reach is essential for any communication strategy. The process shapes your brand messaging and guides you in selecting the right channels. Doing so increases the likelihood of engagement and drives better conversion outcomes.
Do demographic research and analyse behavioural preferences
Figuring out who your audience is goes beyond asking for their age or postal code. It means digging into what they stand for, what they get excited about, and how they spend their time. In fact, about 82% of consumers lean toward brands that mirror their personal values. That single insight can shape how you craft messages and decide which channels to use.
Online habits matter too. Take note of which social platforms they frequent, the type of posts that spark engagement, and how they interact with various brands. Around 54% of consumers head straight to social media to research a product before buying. If you know where your audience is already hanging out, you can drop your brand right into the conversation—no need to shout across the internet hoping they’ll hear.
Create buyer personas and update your strategy regularly
Buyer personas give a face to your ideal customers. They’re detailed profiles outlining demographics, challenges, aspirations, and even typical objections to your brand. Brands that invest in such personas are 2.4 times more likely to boost lead generation. By thinking of your audience as real people rather than abstract data points, you’ll craft messaging that speaks directly to their needs.
It’s wise to reassess and update these personas regularly. Tastes change, new competitors pop up, and market trends shift. Continuously refining your audience knowledge ensures your communication efforts remain fresh and relevant.
Understanding who you want to reach is essential for any communication strategy. The process shapes your brand messaging and guides you in selecting the right channels. Doing so increases the likelihood of engagement and drives better conversion outcomes.
Do demographic research and analyse behavioural preferences
Figuring out who your audience is goes beyond asking for their age or postal code. It means digging into what they stand for, what they get excited about, and how they spend their time. In fact, about 82% of consumers lean toward brands that mirror their personal values. That single insight can shape how you craft messages and decide which channels to use.
Online habits matter too. Take note of which social platforms they frequent, the type of posts that spark engagement, and how they interact with various brands. Around 54% of consumers head straight to social media to research a product before buying. If you know where your audience is already hanging out, you can drop your brand right into the conversation—no need to shout across the internet hoping they’ll hear.
Create buyer personas and update your strategy regularly
Buyer personas give a face to your ideal customers. They’re detailed profiles outlining demographics, challenges, aspirations, and even typical objections to your brand. Brands that invest in such personas are 2.4 times more likely to boost lead generation. By thinking of your audience as real people rather than abstract data points, you’ll craft messaging that speaks directly to their needs.
It’s wise to reassess and update these personas regularly. Tastes change, new competitors pop up, and market trends shift. Continuously refining your audience knowledge ensures your communication efforts remain fresh and relevant.
Set clear communication objectives
Clear objectives act like signposts pointing toward specific outcomes you want to achieve. They help you confirm that your messaging lines up with broader business goals and strikes a chord with the right market.
Track your progress and growth
Once you’ve set some goals, back them up with numbers. Instead of vaguely saying “increase brand awareness,” aim for something like “raise social media followers by 25% within six months.” Pinpointing targets means you can spot success—or catch potential misfires—much earlier. Metrics such as engagement rates, website traffic, and sales figures reveal what’s working (or not). If your statistics start veering off course, you’ll know exactly when to make adjustments, rather than waiting around for a crisis to unfold.
Set realistic goals that align with your brand strategy
Ambition is great, but wildly unattainable targets can demotivate your team. For instance, wanting to double your customer base in a single month may be overly ambitious. A 10% lift over a six-month period may be more realistic. Also, ensure these goals dovetail with your company vision, so all communication echoes your organisation’s purpose. Adding a timeline to each goal prompts immediate action and keeps tasks prioritised.
Clear objectives act like signposts pointing toward specific outcomes you want to achieve. They help you confirm that your messaging lines up with broader business goals and strikes a chord with the right market.
Track your progress and growth
Once you’ve set some goals, back them up with numbers. Instead of vaguely saying “increase brand awareness,” aim for something like “raise social media followers by 25% within six months.” Pinpointing targets means you can spot success—or catch potential misfires—much earlier. Metrics such as engagement rates, website traffic, and sales figures reveal what’s working (or not). If your statistics start veering off course, you’ll know exactly when to make adjustments, rather than waiting around for a crisis to unfold.
Set realistic goals that align with your brand strategy
Ambition is great, but wildly unattainable targets can demotivate your team. For instance, wanting to double your customer base in a single month may be overly ambitious. A 10% lift over a six-month period may be more realistic. Also, ensure these goals dovetail with your company vision, so all communication echoes your organisation’s purpose. Adding a timeline to each goal prompts immediate action and keeps tasks prioritised.
Develop key messages
A powerful brand communication plan hinges on well-thought-out key messages. At the core is your unique value proposition (UVP)—the aspect of your brand that gives customers a reason to pick you over everyone else.
Imagine your company introducing cutting-edge eco-friendly packaging. This simple choice could position it as a leader in environmental responsibility. When promoting this UVP, emphasise the benefits that address audience concerns: for example, non-toxic cleaning products that keep families safe while protecting the planet. Catchy statements like “Reinventing sustainable fashion” or “Helping small businesses thrive” turn your brand messages into a memorable mantra that sticks in the minds of potential customers.
Maintain a consistent brand message across all channels
Whether you’re posting on social media, uploading blog articles to your website, or running ads, everything should reflect one cohesive identity. This uniformity fosters trust and aids recognition. Keep an eye on how your audience reacts across platforms, and address any hiccups as they emerge. The result: a sharper overall presence and a genuine connection with your community.
A powerful brand communication plan hinges on well-thought-out key messages. At the core is your unique value proposition (UVP)—the aspect of your brand that gives customers a reason to pick you over everyone else.
Imagine your company introducing cutting-edge eco-friendly packaging. This simple choice could position it as a leader in environmental responsibility. When promoting this UVP, emphasise the benefits that address audience concerns: for example, non-toxic cleaning products that keep families safe while protecting the planet. Catchy statements like “Reinventing sustainable fashion” or “Helping small businesses thrive” turn your brand messages into a memorable mantra that sticks in the minds of potential customers.
Maintain a consistent brand message across all channels
Whether you’re posting on social media, uploading blog articles to your website, or running ads, everything should reflect one cohesive identity. This uniformity fosters trust and aids recognition. Keep an eye on how your audience reacts across platforms, and address any hiccups as they emerge. The result: a sharper overall presence and a genuine connection with your community.
Choose effective communication channels
Picking the right channels to share your brand messages is crucial. A big part of this boils down to learning where your audience spends its time and aligning your message with the nature of each platform.
Deciding between advanced social channels
Instagram and Pinterest: Best for striking visuals and appealing to younger demographics.
LinkedIn: Suited for business-focused articles, professional insights, and reaching recruiters or industry experts.
Short videos (Instagram reels, TikTok): Great if you want quick, engaging snippets.
Long-form videos (YouTube): Ideal if you’re producing more in-depth content and aiming at a broad viewer base.
If direct communication is your priority, email marketing remains a highly profitable option—delivering an average ROI of $42 per dollar spent. Just be sure your emails offer genuine value. Also, remember that about 64% of consumers appreciate brand interaction on social media, reinforcing the importance of active and responsive online engagement.
Picking the right channels to share your brand messages is crucial. A big part of this boils down to learning where your audience spends its time and aligning your message with the nature of each platform.
Deciding between advanced social channels
Instagram and Pinterest: Best for striking visuals and appealing to younger demographics.
LinkedIn: Suited for business-focused articles, professional insights, and reaching recruiters or industry experts.
Short videos (Instagram reels, TikTok): Great if you want quick, engaging snippets.
Long-form videos (YouTube): Ideal if you’re producing more in-depth content and aiming at a broad viewer base.
If direct communication is your priority, email marketing remains a highly profitable option—delivering an average ROI of $42 per dollar spent. Just be sure your emails offer genuine value. Also, remember that about 64% of consumers appreciate brand interaction on social media, reinforcing the importance of active and responsive online engagement.
Create engaging content
Posting content that’s relevant and captivating lays the foundation for a strong brand communication plan. This approach not only captures your audience’s attention but also nurtures trust.
Use storytelling and visuals in your content
Analysing audience preferences is the first step. About 70% of buyers prefer learning about a company through articles, not ads. That’s a big hint for emphasising blog-style pieces or storytelling. In fact, brands employing storytelling can see up to a 30% spike in conversions. Simple tactics include sharing personal brand anecdotes or highlighting user-generated experiences.
Visual elements also help. Content accompanied by suitable images gets 94% more views than text-only posts. From infographics and videos to curated images, visuals make your brand stand out and convey messages more effectively.
Content should be relevant
Adapt your material to each channel’s personality. Instagram tends to be about eye-catching design, whereas LinkedIn is more formal and idea-driven. When you tailor content in line with each platform’s audience preferences, you show consistency and reliability in your brand image.
Posting content that’s relevant and captivating lays the foundation for a strong brand communication plan. This approach not only captures your audience’s attention but also nurtures trust.
Use storytelling and visuals in your content
Analysing audience preferences is the first step. About 70% of buyers prefer learning about a company through articles, not ads. That’s a big hint for emphasising blog-style pieces or storytelling. In fact, brands employing storytelling can see up to a 30% spike in conversions. Simple tactics include sharing personal brand anecdotes or highlighting user-generated experiences.
Visual elements also help. Content accompanied by suitable images gets 94% more views than text-only posts. From infographics and videos to curated images, visuals make your brand stand out and convey messages more effectively.
Content should be relevant
Adapt your material to each channel’s personality. Instagram tends to be about eye-catching design, whereas LinkedIn is more formal and idea-driven. When you tailor content in line with each platform’s audience preferences, you show consistency and reliability in your brand image.
Gather feedback and evolve your strategy
Developing a brand communication strategy isn’t a one-time task. Feedback—both positive and negative—helps you shape future improvements. Harvest insights through surveys, watch comments on social media or engage your audience directly. Mentions, shares, and reviews can reveal practical ways to enhance your approach.
Keep an eye on performance indicators such as engagement rates (likes, shares, comments), web traffic, conversions, and brand mentions. Using analytics tools from social media and web platforms enables you to collate and interpret data from different sources. Brands that regularly examine their metrics are 1.5 times more likely to reach their communication targets.
Developing a brand communication strategy isn’t a one-time task. Feedback—both positive and negative—helps you shape future improvements. Harvest insights through surveys, watch comments on social media or engage your audience directly. Mentions, shares, and reviews can reveal practical ways to enhance your approach.
Keep an eye on performance indicators such as engagement rates (likes, shares, comments), web traffic, conversions, and brand mentions. Using analytics tools from social media and web platforms enables you to collate and interpret data from different sources. Brands that regularly examine their metrics are 1.5 times more likely to reach their communication targets.
Frequently Asked Questions
How often should I refresh my brand communication strategy?
An annual update is a good baseline. However, if significant changes occur in your business model, your industry, or even your audience’s preferences, a more frequent review may be essential.
What if I don't have a big budget for my brand communication strategy?
Focusing on organic methods—like regular social media posting, email campaigns, and blog articles—can still yield valuable results. Concentrate on high-quality material that provides actual benefit to your readers.
How do I get my whole team on board with our brand communication strategy?
Include them from the start. Clarify everyone’s roles, outline consistent messaging guidelines, and organise training where necessary. Recognise and reward team members who represent your brand values well.
Should I outsource any part of my brand communication strategy?
Bringing in outside help for tasks like graphic design, video production, or social media management can save you from countless headaches, especially if those specialities are missing from your team. Just be sure that any external pros fully grasp your brand’s essence—otherwise, you risk ending up with messaging that looks polished but doesn’t align with who you are.
Conclusion
A brand communication strategy isn’t something you dash off once and lock away. It’s an evolving conversation between you and your audience—one that thrives on authenticity, openness to feedback, and a readiness to adapt when preferences shift. By weaving those elements together, you’ll have a strategy that does more than collect likes or churn out catchy slogans. It can spark genuine connections and keep your brand top of your mind even in the busiest of feeds. Stay curious, collect feedback, and don’t be afraid to refine your approach—your audience will thank you with a loyalty that lasts.
Frequently Asked Questions
How often should I refresh my brand communication strategy?
An annual update is a good baseline. However, if significant changes occur in your business model, your industry, or even your audience’s preferences, a more frequent review may be essential.
What if I don't have a big budget for my brand communication strategy?
Focusing on organic methods—like regular social media posting, email campaigns, and blog articles—can still yield valuable results. Concentrate on high-quality material that provides actual benefit to your readers.
How do I get my whole team on board with our brand communication strategy?
Include them from the start. Clarify everyone’s roles, outline consistent messaging guidelines, and organise training where necessary. Recognise and reward team members who represent your brand values well.
Should I outsource any part of my brand communication strategy?
Bringing in outside help for tasks like graphic design, video production, or social media management can save you from countless headaches, especially if those specialities are missing from your team. Just be sure that any external pros fully grasp your brand’s essence—otherwise, you risk ending up with messaging that looks polished but doesn’t align with who you are.
Conclusion
A brand communication strategy isn’t something you dash off once and lock away. It’s an evolving conversation between you and your audience—one that thrives on authenticity, openness to feedback, and a readiness to adapt when preferences shift. By weaving those elements together, you’ll have a strategy that does more than collect likes or churn out catchy slogans. It can spark genuine connections and keep your brand top of your mind even in the busiest of feeds. Stay curious, collect feedback, and don’t be afraid to refine your approach—your audience will thank you with a loyalty that lasts.
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Work with us
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We’re remote-first — with strategic global hubs
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Click to copy
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Dubai, UAE
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Copyright © 2024 FOR®