Marketing has become more collaborative today with marketers shifting to marketing together with consumers. The rise of social media has made this possible.
As a marketer you want consumers to be excited about your products or services and talk to others about them. For this to happen, you need to have an authentic brand voice and a relationship with your audience built on trust. Here are five tips to help you improve your brand communication.
Show your brand personality
Deciding who will be the face of your brand is important. This spokesperson should be someone who understands your brand thoroughly and is able to convey this to others using creativity, knowledge, business acumen and experience.
As the face of the brand, the spokesperson has to use the right brand voice and tone to convey important brand perspectives.
Showing your brand personality is all about humanizing your brand. The best brands come across as people who just happen to be associated with a product or service. This helps your audience to connect emotionally and relate more to what you’re communicating.
You don’t want to talk “at” consumers but “with” them. Having a dialogue with them means you are able to receive input, feedback, and suggestions.
Consumers are also able to express grievances if they have them and if your spokesperson can provide feasible and practical solutions for a common problem, your brand may win another strong ambassador.
Speaking directly to your customers will always give you more of an idea of how to market to them than by simply analyzing data.
Tip: One of the issues you can’t compromise on when establishing your brand identity is your logo design. Your logo appears everywhere and it must truly reflect your brand.
Choose the right media channels
If the media channels you use are not appropriate for your brand audience, your whole communication strategy could fail.
For example, Design Cuts is a company you can find quality design resources such as fonts, graphics, textures, patterns, templates and more and they share its products on social media because that’s where its ideal customers are found. It’s very important to know who you’re speaking to, and when and where to do it.
It helps to create buyer personas (fictional characters of your core customer groups). Conduct interviews, surveys, polls etc. to find out more about your audience and you’ll be able to establish what media channels to use to reach them and know more about what type of content they’ll respond to.
Choosing a combination of online and offline channels often works better than just relying on one or the other. Traditional mediums, such as newspapers and magazines, still have a role to play. If you have problems coming up with content, there are online services available.
Holding press conferences and meeting with stakeholders are still important channels for brand communication. Combine this with the latest digital and social media platforms used by your target audience and use blogging and content marketing to help drive consumer engagement.
The quality of your engagement on media channels matters more than the quantity. If you take time to reply to comments and answer questions, you help to build trust in your brand.
When using media channels, being able to leverage consumer-generated content is a huge plus. Starbucks has great visual content posted by fans on its Facebook and Pinterest pages.
People are looking for authentic communication. They don’t want you to see dollar signs when you talk to them or feel that you have ulterior motives.
Being spontaneous and flexible makes you seem more like another human being to them. They are delighted when you take the time to communicate with them one-on-one, especially if you do it in a fun way.
Rather than just making superficial promises, your audience will respond if they believe they can trust you to do what you say. Building relationships based on trust is a big deal for consumers.
Be open and transparent
Allowing people to see some of what goes on inside your company is not common and it can be an asset when you’re trying to establish trust.
When nothing is off the table and you’re prepared to deal with the tough questions, you may risk alienating some consumers but you’re likely to win many fans. McDonald’s Canada used this approach, promising to provide clear answers to the toughest questions posed by consumers.
If you want to establish trusting relationships, you need to be transparent about the latest brand details and developments. The more you communicate in an open and honest way, the more people are likely to buy your products or services.
Building up these kinds of relationships take time. If you have a shortage of time, using a service like BestDissertation could help you to save time that you can use to build your customer relationships.
Be helpful and add real value
If you want your audience looking forward to your blog posts, you need to offer them something that delights them and adds value to their lives. This will enhance their trust in you because they will see that you aren’t just on a mission to promote your products or services.
Don’t be afraid to try new ideas, and make sure your posts cover other topics besides just your company or industry. Sharing great posts by other industry leaders can be beneficial. Vary your content to make sure people don’t lose interest. You want them to keep coming back for more.
Helping people in social communities is one way to create a presence on social media. If your brand is known for giving genuinely helpful advice, it will serve you more than just trying to get your links all over. When you focus on helping people instead of driving traffic, your business is sure to grow more rapidly.
A final word
Responding quickly to customer service questions is part of your commitment to your customers. You need to be where your customers are and be ready to help them at all times, rather than just constantly churning out press releases to promote your company. Building brand equity is a very long term process and brand communication plays a crucial role in it.
Sharon Hooper is a marketing specialist and blogger from Manchester, UK. When she has a minute, she loves to share a few of her thoughts about marketing, writing and blogging with you. Currently, she is working as a marketer at essay writing service .