The goal of brand communication is to influence consumer behaviour. Great brand communication makes your product part of who they are; it becomes one of their values.
The brand message could be that a certain car is safer, that a fast food outlet is healthier or that company X will fix your laptop in under an hour. To the consumer, good communication makes the brand synonymous with a need: if they’re hungry, they imagine those golden arches. Computer dies? Call X.
But such brands don’t grow spontaneously. They require planning and monitoring. Let’s look at 7 factors that create great brand communication, and how each contributes to a brand’s success.
1. Have a Grand Plan!
Creating a brand isn’t as simple as designing a pretty logo. A successful brand will have a strategic plan in place, also known as a ‘brand strategy’.
A brand strategy is an action plan for your business and is used to differentiate your identity, ethics, products and services from your competition. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
Brand strategy is the essence of what you represent.
2. Know Your Audience
What motivates someone? If we investigate the behavioural science behind motivation theory, we find that everyone has certain needs. What need does your product meet?
Identify your audience by getting to know who they are on a demographic, cultural and emotional level. This helps develop a buyer persona for your potential customer.
The development of ideal personas and demographic exemplars will help you direct your message in the right way along the right channels.
3. Establish Your Brand
Establishing a brand is about consistency and visibility. Consistency means designing a logo and using it on your products, your correspondence and your outlets. It means coming up with a tag line that sticks in the imagination.
Mazda’s “zoom-zoom” shows tag lines don’t have to have any meaning as long as they are woven into the advertising consistently. The sound is the brand and can be reproduced in audio or visual formats.
4. Have a Clear Message
Brand messaging refers to the underlying value proposition and key words that will describe the brand and its offering. The messaging becomes an expectation to the audience and then a deliverable. Messaging must be clear and easy to understand.
5. Understand Your Mediums
Putting your brand across means deciding which medium(s) to choose. Research social media to see which one is used by your target demographic. Online video campaigns can be done on a budget, but you have to decide where they are going to appear.
Print is still influential among certain consumers groups, but is your target one of those? Is there a niche publication that you need to get your brand into to appeal to the right people?
6. Have a Call to Action
A call to action is what you want the customer to do after they have experienced your advertisement. It may be to call a salesperson for a quote, visit a website to download an eBook or subscribe to a feed. It could be to get along to your store to catch the summer sale.
A clear call to action is the linchpin that tells the customer what to do to become part of the brand story you have just told them.
7. Measure Your Performance
Just as you can’t win a football game unless someone’s keeping score, you need to evaluate your brand’s performance.
How well did the individual elements of your brand fare? If your ad was online, you can mine the data to find out whether people are visiting your site through organic searches or an email campaign.
Are they favouring a landing page, and if so, what is it about that page that’s attracting them? Are there certain times when you get more click-through? Why is this happening?
These 7 elements for good brand communication should remind you how important it is to build a brand, but also how much work is involved. Creating a brand is more than just putting your business name out there. It’s about getting inside your customer’s head and influencing their behaviour.
Want to know more about influencing consumer behaviour? Consumer psychologist and brand strategist Adam Ferrier, founder of Thinkerbell agency, will present ‘Leadership & Influencing Consumer Behaviour’ at the Sydney Hills Business Chamber Annual Leadership Lunch on 9 October.
Adam is author of The Advertising Effect and part of The Australian Creatives’ Power 20. He is a regular on ABC TV’s Gruen Transfer and has featured on The Project, Celebrity Apprentice and ABC Radio.
Leadership & Influencing Consumer Behaviour, October 9, 2019, 12 PM – 2 PM.
The leadership lunch is being held at the Castle Hill RSL Club and sponsored by Modemedia and Findex. Find out more, or book for this event.
About the author: Chris Hekeik is the founder and managing director of Modemedia, a highly successful brand strategy and creative agency that revolutionises business through its innovative and dynamic approach to branding, offering a seamless end-to-end solution.