Brand communication strategy – why don’t you have one yet?

Content, content. Communication, message, reception. Action, reaction and interaction.

A lot of it – and it all happens in the blink of an eye. Click and click, new information, new stimulus.

This is the reality for many of us today. When we turn on our phones and social media, we get an array of different information that the brain, in many cases, is unable to classify and distinguish. We act instinctively. We make decisions in the blink of an eye. We subconsciously process various events.

Basic components – brand communication strategy

And now, if we as a brand are to differentiate ourselves in some way and catch the attention of the recipient – it is necessary to think about several aspects:

1. Brand archetype – we will choose one or two of the twelve available; this will allow us to answer the question of how we want to communicate and liken it to a mythical character (e.g. sage, jester)
2. Communication channels – we will determine in which channels and at what time and frequency the content will appear
3. Target group – we will precisely define the target group as a key element of the activity. A clearly defined target group will allow us to fully adjust the offer to expectations, and thus increase its effectiveness.
4. Content proposals – we will offer you examples of content in various channels
5. Polish benchmarking – we will check who in Poland is where you would like to be and how they did it
6. Foreign benchmarking – we will check who abroad is where you would like to be and how they did it

These are the elements that make up our flagship product, the brand communication strategy. It is a signpost for brands on how to move on the Internet and how to do it effectively. It allows you to take a global view of brand communication issues and take full advantage of the potential offered by the Internet.

In order to effectively build your brand strategy, it is necessary to answer a few key questions:

Be aware that no matter what you are selling at the very end there is always the customer – and in this case he is your boss. If you don’t prove value he will fire you and switch to someone who delivers better results.

So it’s worthwhile for you to get to know your customer as well as possible and define his profile, e.g. Male 30-55 years old, entrepreneur with a lot of experience, from a medium or large city, interested in production optimization and automation, works in the technical field. He has a need to grow his business and is looking for new investments.

We all buy based on emotions and experience – both good and bad. It’s worthwhile at this stage to lean into what kind of experience the customer will get when buying your product and what they will get out of it.

The key here is to define your role – whether you will be a serious advisor or whether you are more betting that the customer will smile when buying another coffee. Elements of the customer buying process should be thought out and included in your brand strategy.

Focus on what you are giving to the market and how you will communicate it. The key at this stage is to put yourself in the right category, i.e. if you want to be in the group of companies that sell specialty coffee, then you know that your audience is mostly coffee lovers who are willing to pay more for quality and like to drink that coffee in a coffee shop, preferably with unique decor.

Let’s move on to the key point, that is, what the customer will get when they choose just your offer. This is important because this is where you create the so-called Unique Sell Proposition, i.e. what differentiates your offer from the rest you find on the market. Find the specifics and build the leads, and customers will know what they are paying for with you. And if they get what they want there’s a good chance they’ll come back and buy again.

In most highly successful businesses we have a minor change in form, that is, adding value to an existing product or changing it slightly.

An example of this is Apple, which was the first to offer a one-button phone model. Until then, no one imagined a phone without a standard keyboard, and here Apple proposed something completely different (although it was still a phone that performed basic functions).

We all buy based on emotions and experience – both good and bad. It’s worthwhile at this stage to lean into what kind of experience the customer will get when buying your product, and what they will get out of it.

The key here is to define your role – whether you will be a serious advisor or whether you are more betting that the customer will smile while buying another coffee. Elements of the customer buying process should be thought out and included in your brand strategy.