Words : Elisa Kuswari
All brands want to have long-term relationships with their customers, therefore the effective way to do it is by having the right approach and plan.
Brand communications is the bridge between your brand and your target audience. It serves as a guide for all types of internal and external communications in a company. This audience engagement process reflects your company as a brand. All brands want to have long-term relationships with their customers, therefore the effective way to do it is by having the right approach and plan.
1. Target audience
Know who you’re speaking to. Determining your target audience goes beyond defining their demographics. It’s also about how well you know about their lifestyles, issues, mindsets and behaviors. The more details you have of your customers the better. That way, you’ll have a better understanding on how to communicate with them. Simply put, it is to learn about their wants and needs.
2. Key messages
The definition of the key messages is more than just what you want to communicate to them. It’s more about the kind of engaging messages that will relate with them: the solution to their issues. Are you creating an emotional connection with your target audience through your message? It is the sense of emotion that will build an attachment that’s based on trust for sustainable customer relationships. What you are delivering to them should be helpful in a way that will fulfil their needs.
3. Creative content
What kind of content would efficiently deliver your key messages? Through what medium? It all comes to aligning your brand’s creativity and communication goals. Aim for something catchy but keep in mind that people will only give their attention to brands that can speak for their identity. They want something to reflect on. Your brand communication strategy should be well defined and developed simply because it builds your brand reputation in the public eyes. On top of that, it also represents the main value of your brand.