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Best Practices In Brand Communication

Author : Maria Elena Duron

In today's changing times, it's important that brands keep themselves current and relevant by using excellent brand communication practices to ensure that they reach their audience effectively.

It's not enough to simply have a marketing campaign to reach your consumers. You need to make sure that you're communicating with your audience, listening to what they say, and getting your message across.

Time is of the essence
Don't wait until your brand is almost at the breaking point before evaluating your brand communication, or else it may be too late. You need to continually keep up with the trends, with what your consumers want, so you can effectively communicate your brand's message.

So what are some of the best practices in brand communication? Let's talk about them.
1. Understand where you are and where you want to be

Communicating your brand effectively means understanding where you currently are and planning for where you want to be in the near future. You need to evaluate how your brand is currently doing. Are you reaching the audience you're targeting? Are you successfully delivering your message? Are you keeping up with what's current?
After you gain an understanding on where your brand currently stands, it's time to plan for the future. You want to make sure that you formulate objectives that you know you can achieve with the right strategy and campaign. Once you have an effective plan, you can put that into action so that you will soon have an efficient brand communication campaign.
2. Stop preaching and start listening

Though your company may have a particular perception of your brand that you're pushing in your marketing efforts, are you sure that it's the same perception that your audience has? This is why it's essential that you start listening to your consumers. You need to understand their experience of your brand, if it's the same experience that you envisioned for them. If not, you may have to consider making a major overhaul of how you communicate your brand.
3. Create content that connects with your audience and establishes trust

It is important that you create content in your website and other social media sites that can connect with your audience and establish trust. Trust comes over a period of time, through offering good products and services as well as making sure to never promise what you cannot keep. Try to offer content that really reaches your audience, but never make any false claims that could ruin your brand.
4. Create a consistent story

Most brands like to offer a story behind their brand as it helps them connect with their audience better. This is a good strategy to utilize, but remember to create a consistent story across all the channels you use in brand communication. Make sure to keep the story clear, honest and consistent.

A good way to create a story is to focus on your brand's vision and personality. Craft a story around the simple truth of your brand, and you can successfully create a sincere brand image. Remember not to create a story that conflicts with your audience's perception.

Brand communication can be tricky, but as long as you remember to put your customers at the forefront of your campaign, you will be sure to find success in it.

Author's Resource Box

Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy,

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Tags:   social marketing, networking, social commerce, social media, personal branding

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Submitted : 2011-07-28    Word Count : 590    Times Viewed: 474