Developing the right brand communication strategy can make all the difference between a company that knows how to make itself understood and one that never quite gets through to its target customers.
Today the company-customer communication paradigm is shifting, with digital channels having paved the way for a more horizontal and bidirectional relationship.
From this perspective, a successful brand communication strategy is an essential tool for making yourself heard over the growing noise in digital channels and for getting closer to your target customers. We’ll tell you what a brand communication strategy is exactly and how to create one step by step for your business.
What is a brand communication strategy?
A brand communication strategy is a plan created by companies to communicate their brand image effectively.
A brand communication strategy will include details about the message that the brand wishes to share about itself and the media it will use to communicate it.
Some of the objectives that can be met through this strategy include:
- Creating or improving the brand image or reputation of a business
- Increasing sales by attracting new business opportunities or increasing customer loyalty.
- Improving customer service
- Differentiating the brand from the competition
- Improving the company’s alignment with its target customers in a large number of areas, from more effective marketing campaigns to products or services adapted to real demand
Five keys to creating a winning brand communication strategy
1. Know your audience and its needs well
If we take brand communication strategy to be the creation of the right discourse for a company, the first step for it to be successful is to really know whom it is addressing.
This information will then guide all the steps that come afterwards. This makes it possible to ensure that the chosen communicative tone or visual elements match the preferences of a business’ current and potential customers.
2. Define your unique selling proposition
Once you’ve understood what type of audience you’re addressing, the next step is to define the message to convey to it. One of the pillars of this message should be the USP or unique selling proposition: what differentiates your business and makes it stand out from your competition.
Impeccable customer service? Lifetime warranty? Exceptional sustainability policies? Quality of materials? Identify your USP and make it explicit to build the key message that has to reach your potential customers in your brand communication strategy.
3. Create a comprehensive communication experience
Once the message has been defined, the third key element in a successful brand communication strategy is to establish the different channels through which this message will be sent and make sure to build an integrated communication experience.
Here integrated refers to the ability to deliver a coherent and consistent experience across all communication channels: be it corporate blog, social media, or email, the company has to be able to generate and confirm its brand image confidently.
4. Offer multilingual communication
E-commerce and digital channels are making it easier for businesses to expand globally, so creating a global strategy is within the reach of many types of businesses today.
However, a successful global brand communication strategy must truly understand the local culture of the market that the business aims to penetrate. In this regard, establishing communications in the customers’ native language is crucial.
Although the current context might seem to indicate that English is now the lingua franca, the truth is that companies that have invested in translations for multilingual communication are 1.5 times more likely to improve their revenues. It’s easy to understand why: communicating in a customer’s native language prevents misunderstandings while unequivocally demonstrating the brand’s interest in successfully meeting their needs.
Fortunately, today’s translation and localization services have also evolved to be more accessible and more accurate than ever before. For example at SeproTec we combine the skills of our professional teams of linguists with the latest translation technology to provide multilingual communications for companies in various channels such as the localization of their website, their software, or sworn and certified translations, ensuring the consistency, uniformity, and accuracy of the translated texts.
This is a crucial resource to give companies wishing to establish a global brand communication strategy the impetus they need.
An effective brand communication strategy means laying the foundations for the success of a business today, defining the steps it will take to generate efficient and positive contact with its customers.
Resources such as multilingual communication are decisive steps that make a difference in global markets, bringing company and customer even closer together and strengthening the business’ branding.