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The importance of effective brand communication

What is a Brand? According to the Business Dictionary, a brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind.

Brand communications today has become of utmost importance to organisations, businesses and individuals alike. It Is not only due to digital platforms that we often find miscommunication or gaps in communication, but also due to our generational gaps and different understandings of situations all around.

Due to the rise of digital platforms, it is imperative that organisations do not let their brand communication fall through the cracks by ‘speaking’ to the wrong audience at the wrong time. It is paramount that businesses apply a holistic brand and communications strategy through both digital and traditional media platforms.

All too often, businesses want to get their messages out or respond to situations, without having clearly defined; who they are and what does their brand stand for.

Answering the How, What, Where, When and Why questions need to be top of mind whenever sharing any information about the business. Whether it is a promotion on offer, a company announcement or details about a product or service… all communication; from main messages to responding to various situations, or even responding to a client, needs to fit into a bigger picture that has strategically considered all aspects of your brand.

It is all about breaking down barriers to communicate effectively.
So, how do we break down barriers to gain a better grasp of what we should be saying?

Start by doing some research! Gain a complete understanding of the market, seek intently to see what others are saying about your brand and your competitors and WHERE they are saying it. Then establish your approach. Consider that all communications are meant to be received from your clients. Make your communications personal, in a world of automation and robot tele-operators remember that it is all about the personal touch. Never lose heart of your brand… in every situation or dealing.

Building a positive brand is one thing, but maintaining one takes commitment and hard work. If your clients (and your team) can speak positively about every situation or interaction with your brand then you are well on your way to a growing and profitable business!

About Innocomm:

Innocomm plays an active role in communications and spans across the traditional public relations and communications sector believing in building brands to the best of our knowledge and experience, holistically. Communicating with a purpose on platforms that are ‘always on’ to a network of minds of that are switched on, ultimately building a brand and using the power of communication is how we see ourselves making that difference.

Want to know more about us?
www.innocomm.co.za