Research by Deloitte found that companies with a strong communications strategy generate 23% more revenue than their competitors. Why? Consistent communication builds trust, strengthens customer loyalty and differentiates the brand from the competition.
What is a brand communication strategy?
A brand communication strategy is a comprehensive plan that defines how a company communicates its values, mission and offer to its target audience. It goes far beyond simple advertising or promotional activities. It encompasses the entirety of a brand's interaction with its environment - from marketing messages to customer service to internal company communication. Consistency is also an important element of the communication strategy. All communications, regardless of channel or form, should create a unified brand image. For example, Apple It consistently communicates innovation and elegant design in everything from minimalist advertising to intuitive product interfaces and the look of stationary shops.
A brand communication strategy is different from an overall marketing strategy. The latter focuses on a broader spectrum of promotional and sales activities. A communication strategy focuses on building long-term relationships with audiences by communicating brand values and identity. An effective communication strategy takes into account the specifics of different channels. The message on Instagram will differ from the content of a company blog or press materials. However, the essence is to maintain a consistent message while adapting the form to the medium.
Without an effective communication strategy, you will not achieve your business goals.
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Why invest in a communications strategy?
A well-developed communication strategy translates into increased customer loyalty. Consumers are more likely to return to brands they understand and identify with. Research by Harvard Business Review found that increasing customer retention by 5% can lead to an increase in profits of up to 95%. The communication strategy also influences perception of the brand by potential employees. Companies with strong, positive communications find it easier to attract talent. According to LinkedIn research, 75% candidates consider an employer's brand reputation before applying for a job.
An example of an effective communication strategy is Netflix. The company is consistently building an image as an innovator in the entertainment industry. Netflix's communication is characterised by a light-hearted, often humorous tone, which fits perfectly with the nature of the content on offer. The brand actively engages in dialogue with viewers on social media, creating a sense of community around its productions.
Another interesting case is the brand Merci. The company based its communication on the concept of gratitude. The slogan 'Merci, that you are' has become an integral part of the brand identity. The strategy goes beyond simply selling chocolates, building an emotional connection with consumers.
Key steps in developing a communication strategy
- The first step is conducting a comprehensive brand audit. The analysis covers the current image, perception among customers and the effectiveness of communication activities to date. The audit identifies brand strengths and areas for improvement.
- Another important stage is precise definition of target groups. Detailed knowledge of the audience - their needs, preferences and behaviour - is the core of effective communication. The use of analytical tools and market research allows detailed customer personae to be created, which makes it easier to tailor messages.
- Competition analysis is another indispensable part of the process. Studying the communications of other players in the industry allows you to identify niches and opportunities to stand out. For example, if your competitors focus on the functionality of their products, your brand can bet on the emotional or social aspects.
- Setting SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) gives direction to the strategy. Objectives should be specific, measurable, achievable, relevant and time-bound. For example, a goal might be 'to increase brand awareness among millenials by 30%, over the next 12 months'.
- Defining the tone of voice of the brand is also an important element of the strategy. It defines the nature and style of the communication - whether it should be formal or casual, serious or humorous. The tone of voice should reflect the values and personality of the brand. Consistency in its use builds recognition and trust.
- Development of an action plan is the culmination of the process. The plan should include a timetable, a budget and the assignment of responsibility for each activity. The flexibility of the plan allows it to adapt to changing market conditions.
The best channels for brand communication
Choosing the right communication channels is an important part of the strategy. Social media plays a dominant role today. Facebook, Instagram if LinkedIn offer the opportunity to interact directly with their audiences. Each has its own characteristics - Instagram works well for visual communication, LinkedIn for building B2B relationships.
Company blog is a powerful content marketing tool. It allows you to showcase your brand's expertise, build industry authority and improve your visibility in search results. Regular publication of valuable content attracts potential customers and builds an engaged community around the brand.
Webinars and podcasts are gaining in popularity as brand communication channels. They offer the opportunity to communicate comprehensive knowledge in an accessible format. Additionally, they build a more personal relationship with the audience through direct voice or visual contact.
Traditional media - Despite the growing role of digital channels, they still play an important role in the communication strategy. Presence in the trade press or appearances on television build brand credibility, especially among slightly older audiences.
Avoiding errors and monitoring effects
- An effective communication strategy requires constant monitoring and adjustment. Regular analysis of the results allows areas for improvement to be identified and activities to be optimised. The use of analytical tools such as Google Analytics or social media monitoring tools, provides valuable data on the effectiveness of communications.
- Flexibility in the approach to the communication strategy is also very important. The market and audience preferences change dynamically, so the strategy should be reviewed and updated regularly. The COVID-19 pandemic, for example, forced many brands to quickly adapt their communication to the new reality.
- One of the most common mistakes in brand communication is a lack of consistency. Inconsistent messages across channels can lead to audience confusion and weaken brand image. The solution is to create detailed communication guidelines covering tone, style and messages for all channels.
- Ignoring customer feedback is another major mistake in communication strategy. Actively listening and responding to audience feedback allows you to continuously improve your message and build stronger relationships with your customers. Fashion brand Everlane is renowned for its transparent communication and rapid response to customer suggestions about products or business practices.
- Over-focusing on product promotion at the expense of relationship building is a trap! An effective communication strategy should focus on creating value for the audience, not just on direct sales. An example would be a company's content marketing strategy HubSpot, which offers a range of free, valuable educational content, thereby building trust and loyalty among potential customers.
A brand communication strategy is the foundation for success in a business environment. It requires a systematic approach, an understanding of the audience and constant adaptation to changing market conditions. Investment in an effective communication strategy translates into stronger market positioning, customer loyalty and long-term business growth.
Worth knowing:
What is a communication strategy?
Communication strategy is the planning and implementation of activities aimed at achieving effective communication between different groups and individuals within the organization. A properly developed communication strategy allows for effective exchange of information and transmission of messages in a clear, understandable and consistent manner. This is important in business, as it enables effective introduction of changes, building a positive image of the company, as well as establishing and maintaining good relations with customers and employees. This is why it is so important for every organization to have a communication strategy that helps achieve business goals.
Which companies need a communication strategy?
Nowadays, every company, regardless of its size or industry, needs a communication strategy. It is important that customers, business partners and employees perceive the organization as credible, committed and professional. That is why tools and ways are needed to effectively convey information, react to current events and build a positive image. Among the companies for which the communication strategy is particularly important, there are those operating in the field of new technologies, medicine, education, finance or culture. Each of these industries requires specific actions and approaches, and a properly planned and implemented strategy allows for more effective reaching of target audiences and building long-term business relationships.
What are some examples of communication strategies?
Communication is crucial to achieving goals in any company. Examples of communication strategies include different approaches and methods that aim to communicate effectively among employees and customers. One example is internal communication, which includes tools such as newsletters, video conferencing, team meetings, as well as platforms for sharing information within the company. Another strategy is social marketing, which focuses on building the company's reputation by engaging the community in pro-social activities. Regardless of which strategy is chosen, its success depends largely on the ability to use various tools and communication channels.
Is there a single pattern of communication strategy?
There is no one-size-fits-all formula in communication strategy. Each organization, company or individual must develop its own plan that takes into account its goals, values and needs. Regardless of whether it is a marketing strategy, internal or external communication, it is important that it is coherent, clear and consistent. Being an expert in the field of communication requires us to think outside the box and develop our own methodologies tailored to specific fundamental needs. Therefore, it is important to understand the most important elements of the communication process and create personalized strategic plans based on them.
How important is a coherent communication strategy?
Developing a coherent communication strategy is extremely important for any organization. In today's world where information is transmitted at an incredibly fast pace, it is imperative that a company has a comprehensive plan to communicate its messages. A well-executed communication strategy allows you to effectively establish relationships with customers, acquire new customers and build a positive image of the company. Without a coherent strategy, an organization may lose the chance to achieve significant business goals and lose the trust of customers. That is why it is important for the company to hire experienced specialists who will help develop an individual vision of a coherent strategy.