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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
6 Ideas to Strengthen Your Brand Communication Strategy
Marketing a business is all about communication—and in many cases, what matters isn’t what you say, but how you say it. When you’re building a company’s brand, that brand extends to every piece of collateral you create, including the correspondence you send to your clients, colleagues, and business partners.
Communicating effectively isn’t something you can do without careful forethought and planning. Here are 6 tips you should keep in mind as you utilize branding in your communications.
1. Identify your audience
Before you do anything else, you have to fully understand who it is you’re talking to. Is it an external audience, like a client? Or is it someone within your own organization? What demographics do they belong to? Most importantly, what is the problem they need solved or the question they need answered?
2. Don’t make snap judgments
Identifying your audience will help you better understand the most effective ways in which to communicate with them, but be careful that you’re not appealing to stereotypes. You can’t make gross assumptions about people just because of where they live, how much they earn, and so on.
3. Be consistent
The more times someone is exposed to your brand, the more of an impact that brand will make. This is why it’s vital to be consistent. If you send someone printed envelopes with a particular set of branded elements but your product design or website looks completely different, you’ll just end up confusing them. They might not even realize that what you’ve sent them is from the same company they’re familiar with.
4. Be evergreen
Being consistent doesn’t mean you can never update your branding. In fact, re-branding is often necessary as industries evolve and change. But you can’t constantly update your brand every time a new trend shows up. Stick to evergreen brand elements so that they will stay relevant for years to come.
5. Be authentic
Confidence is important, which is why some companies go out of their way to promise clients the moon and the stars. But people have a much better sense for the truth than you might give them credit for. If you just try to tell them what they want to hear, they’ll catch on—and that will turn them off of whatever it is you’re trying to tell them. Instead of trying to be someone you’re not, be honest about what you have to offer.
6. Keep it simple
Even if your brand is complex, it’s a bad idea to overload your target with a lot of different ideas at once. Again, this will only confuse them and turn them off to your message. Focus on saying just one thing at a time, as clearly and concisely as possible.
Without a strong brand identity, the people you communicate with won’t have any sense of who you are or what you stand for. Whether you’re crafting a sales letter or reaching out to a potential partner, keep these tips in mind.
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