On This Page: Brand Communication | Channels | Building Brands | Communication Process | Today's Tools
Communication is what happens when the consumer or end user meets your brand. The process of establishing great brand communications is to ensure that every brand meeting in turn builds the brand!
Brand Communications
Brand communication is nothing more really than a reflection of the brand strategy that is created through the positioning phases of development. The underlying strategy must lead the creative as in the Creative Brief to ensure the right target market is being engaged where they work and play.
Common Communication Channels
- advertising
- editorial mentions
- community sponsorship
- social media
- referrals
- point of purchase materials
The challenge of building a strong brand communication is to ensure that each time the consumer meets a brand, they are actually noticing them in a positive way. This helps the core target market build and reinforce their brand experience.
Communicating to Build Brand Experience
In order to do this there is a need for impact - breaking through the clutter of tens-of-thousands of daily messages that include our competitors messages as well. Brand communications must involve the consumer to engage that positive experience and then evolve around their changing behaviour.
The Communication Process
In the golden days on Madison Avenue, brand communication was a simple one-way broadcast to the masses through print, radio and television. This is no longer the case and brand communication is now an interactive conversation between the brand manager and the core target market.
Conversations take place across and beyond the sales cycle from pre-selling through to the post-consuming phases where true brand experience has the opportunity to be further fostered and passed on to prospective customers.
When considering the communication process today, the brand must not only ask how it can talk to its market, but how the market can in turn talk to them. Adapting to this new model is a requirement of survival.
Today's Communication Tools
Some of the communication tools for brand building that are in use today are:
- Website Presence
- Traditional Print Advertising
- Trade Shows
- Product Placements
- Social Media Campaigns
- Direct Marketing
- E-mail Marketing
- Surveys and Polls
- Community Involvement
You can investigate each of these further or contact Falcon Innovation Group at 1-866-570-5344 to engage in a conversation of how our brand can help build yours.
