Brand communication - the emotional key to customers
Nothing new: people's consumption and information habits have changed. People can block out all content that does not fit their lifestyle or does not meet their needs. Today, algorithms decide how we perceive the world and offer the right content. This is also known as the “filter bubble of the internet”. Brands are trying to respond more and more individually to people's needs in order to fit into this bubble. Brand identity is becoming blurred.
The gap between individualization and brand identity must be closed in day-to-day brand management. In future, brands will have to tell even more exciting stories and master the balancing act between individuality and authenticity. Strong and consistent brand communication based on sound analysis and a clear communication strategy is therefore becoming increasingly important.
What does brand communication mean?
Brand communication is what happens when the target group perceives a brand. Even if the term “communication” suggests that some form of dialog or interaction takes place, this is not necessarily the case. Another thing that is not guaranteed is the success of brand communication. People are in contact with many different brands several times a day. However, the decisive factor is not whether the brand was perceived, but whether the target group still remembers it afterwards. If this is not the case, the brand communication has not been successful.
Successful brand communication ensures that people not only intellectually grasp the benefits and values of a brand, but also build an emotional bond.
The ultimate goal of successful brand communication: brand loyalty
If the communication goals are achieved, this strengthens brand loyalty. This in turn leads to customers preferring one brand over others and being so convinced that they even ignore cheaper alternatives. They recommend the brand to others and turn from consumers into fans. The right brand communication not only ensures a loyal customer base, but can also act as a unique selling point. This is particularly true when competitors fail to communicate with the target group, or do so inadequately. In addition, every contact with consumers offers the opportunity to communicate the values of a brand.
How do you achieve brand loyalty?
All communication efforts should highlight the benefits of the brand and its individual personality. Brand communication creates a connection between the brand and the audience by portraying a certain image. Image is not to be equated with a picture, a trademark or a slogan. Rather, it refers to a carefully crafted personality profile of the institution, product or service.
The basis for successful brand communication is an in-depth examination of one's own brand. Managing and coordinating the entire communication process requires a standardized mechanism. This is where integrated communication comes into play, in which all processes are embedded in and coordinated with one another. In this way, brand communication supports companies in reaching the right customers with the right message at the right time and in the right place. This also means that every point of contact that customers have with the brand is examined in order to create communicative consistency and thus trust.
When communicating brand characteristics, an integrated approach and a clearly defined communication strategy are essential. That is why brand communication does not work according to a stamp template. A deep engagement with the brand is and remains crucial.
Five steps to a successful communication strategy for your brand communication:
Analysis
Target definition
Target group definition
Positioning
Formulation of messages
Brand communication and brand management are a process, because the brand comes into contact with customers again and again. This also offers advantages: There is always room to evaluate the measures and goals. Questioning is worthwhile! Because if you don't reach the right target group with your message, you won't achieve any results. You also need to be clear about how you want to position your company from the outset. You can and should therefore analyze at regular intervals whether the communication strategy still fits the brand and its values - and, of course, whether you are really communicating what you want your target group to achieve.
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