The brand communication strategy is a document that answers the question in a structured way: through which channels and in what manner will we communicate with our audience?
What is a brand communication strategy?
A properly implemented brand communication strategy eliminates chaos and randomness. It serves as a guide to effectively reach the target group with the right message at the right time. At the same time, it facilitates maintaining a coherent brand image, which, despite various campaign iterations, has a chance to take root in the minds of the recipients for longer.
Brand strategy vs. communication strategy – what are the differences?
Before we start planning communication and move on to implementing the campaign, it is worthwhile to take a step back and consider:
Have we examined, analyzed, and determined the needs of potential recipients?
Have we defined the brand itself – how it responds to the needs of the target group, how it stands out from the competition, and how we want to position it?
If these questions remain unanswered, we need a comprehensive marketing strategy that first defines the brand and its market position. Only on this basis can we create guidelines for communication that will effectively implement and substantiate the developed brand image in selected channels.
Step 1 - brand strategy
The brand strategy defines the brand's identity, its place in the market, and its positioning that differentiates it from competitors.
Its main elements include:
mission, vision, and goals of the brand
philosophy and values of the brand
archetype, personality of the brand
competition analysis
characteristics of the target group and touchpoints
key differentiators (USP)
main brand promises (Brand Promise)
Step 2 - brand communication strategy
The brand communication strategy defines the ways, tools, channels, and methods by which the brand communicates with its recipients.
It includes:
strategic communication goals
marketing funnel
communication insights and big ideas
defining the language of communication (tone of voice, linguistic recommendations, example messages)
mood boards and visual inspirations or/and example creations
recommended platforms and communication channels
performance indicators for selected channels
Who should participate in planning the brand communication strategy?
Planning a brand communication strategy is a complex process. It consists of several stages requiring different competencies – research, strategic, creative, and copywriting. The team of specialists working on the brand communication strategy should include marketing strategists, representatives from the creative department (Art Director, copywriters), and a Brand Manager (or Product Manager) who oversees the brand's activities on a daily basis.
At key stages of the process, such as during the collection of assumptions, setting business goals, and approving strategic directions, all decision-makers representing the company or marketing department, from whom the final implementation will depend, should also be present.
Is a brand communication strategy necessary? What benefits does it bring?
Are you wondering if it's worth investing in creating a comprehensive strategy? "After all, it's just a document. Isn't it better to jump right into action?" We respond – you can, but is it worth it?
A brand communication strategy is not dry theory. When well developed, it becomes a useful tool for marketing teams and an essential element in building a strong brand position in the market.
Brand recognition and cohesive brand identity
Systematic and consistent messages that reflect the values and personality of the brand help distinguish it from the competition and strengthen its presence in the minds of consumers. This leads to the second benefit: building relationships with customers. When a brand communicates consistently, it fosters trust and loyalty among customers, who feel more connected to it, making them more inclined to make repeat purchases.
Better reach to the target group and message personalization
By understanding where and how best to reach their recipients, brands can create more relevant and engaging content tailored to the specific needs and preferences of different customer groups. The brand communication strategy also specifies how to communicate with the same customers across different channels, which require a different approach to the communication style. When reading an expert article, we have different expectations than when browsing short entertaining videos on Tik-Tok. A good communication strategy allows for the optimization of messages according to the characteristics of various platforms and channels, improving their effectiveness.
See also: Persona in marketing – what is it? How to create one?
Efficient brand communication management
In the realm of multichannel marketing, the communication of the brand and its translation into various formats is usually handled by many people or teams. In the case of large companies, this composition is often augmented by external firms. The lack of a strategy, which will serve as an anchor and guide for all those involved in the planning and implementation of brand communication, can result in inconsistency among individual elements of the marketing puzzle.
Increased competitiveness in the market
Thorough analysis of the competition and audience needs allows for identifying and leveraging opportunities that give our brand a real competitive advantage. Perhaps other brands in the same category are not effectively utilizing the potential of certain channels that your audience focuses on. Or perhaps, in formats heavily exploited by competitors, a non-standard approach and a creative concept are needed to make your brand stand out in the flood of similar messages? The brand communication strategy helps focus on actions that effectively attract customers and allow for efficient budget management.
Effective crisis management
Having a defined brand communication allows for quicker and more effective responses in crisis situations. With clearly defined styles and communication channels, a brand can minimize the negative effects of unforeseen events.
A strong brand also has greater resilience in times of reduced demand. Consumers forced to limit their choices are more likely to stick with brands with which they have already established a long-term relationship based on positive experiences.
Progress tracking
Through well-defined KPI indicators (Key Performance Indicators), the brand communication strategy allows for measuring and evaluating the effectiveness of conducted activities. Monitoring these indicators enables ongoing analysis of communication effectiveness, identifying areas for optimization, and quickly correcting the strategy if necessary. This allows the company not only to control the realization of set goals but also to dynamically adjust its actions to changing market conditions and consumer expectations and behaviors.
Effectiveness of the communication strategy – listen to your audience
Ultimately, the effectiveness of a brand communication strategy is not determined by the specific number of released advertisements or engaged channels. The final goal is to influence your audience's perception and build the right associations that, at the right moment, will convince them to the product or service you offer.
Remember that the life of brands does not really occur in digital media, on television, or on street billboards. Brands live (and die) in the minds of their audiences.
This is a process that requires planning, consistency, and creativity in actions to evoke and maintain positive emotions in recipients at various stages of the conversion path. The brand communication strategy is the first step towards implementing this process in a transparent, measurable, and planned way.
Summary
In summary, thoughtful communication actions enable effective management of the brand's perception in the market, which in the age of rapid changes, crises, and strong competition is an invaluable asset.
Investing in a brand communication strategy is a strategic action that yields measurable benefits in the long run, such as better positioning, budget optimization, higher conversion rates, and ultimately – increased revenue. Therefore, every brand, regardless of size and industry, should consider implementing an effective communication strategy to maximize its chances of success in an increasingly competitive world.
Do you need help in creating a brand communication strategy?
Contact us! At Brand Garden, we have been creating effective communication strategies for 15 years. We will help you develop your brand's potential.
