What is brand communications? Brand communications is an important part and tool of brand management by which the companies inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, its strengths, values, fundamentals, and its offerings of products and services.
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Brand communication is an important part of building a strong brand strategy and identity. Brand strategy is constantly evolving, along with the consumers’ wants and needs in the industry. Now, more than ever in the pandemic, people want to know that brands support their concerns and respect their consumers, guiding them through this health crisis with clear, transparent communication.
Brand communication is important in building trust between consumers and the brand. Brand communication includes both internal and external communications.
Internal communication is the exchange of information within a business. The communication is streamlined from an employer to their employees. Internal communication creates effective and responsive customer service, reduces conflicts in the workplace, and increases productivity, among many other benefits. Different methods of internal communication include group meetings, employee training, company newsletters, company blogs, and inquiries of employees.
External communication includes messaging between two organizations, often between a company and its consumers/the media. Consumer feedback is a big aspect of external communication and a way to improve the consumer experience to come. External communication is important for understanding the needs of the consumer and keeping a streamline of transparent communication to ensure trust and quality of experience. Typical forms of external communication include advertising, response to a consumer, press conferences, print media, annual reports and letters, brochures, or any other type of information passed along to the media or consumers.
Understand your audience: Understanding your target audience is key to implementing a strong brand identity and creating a direct streamline of communication. Brands need to know who exactly they are communicating to, and which strategies work best or what platforms are most accessible to consumers.
Solidify your brand strategy: Having a clear brand strategy is the best way to meet your marketing and business objectives, as well as communicating these goals. A brand is so much more than just a company that sells products; it’s an emotion tied to the experience of a product. Creating a strategy around the experience of selling your product and the emotions your consumers will feel is important in branding your product correctly.
Improve your products: Having a constant stream of brand communication is important in understanding the strengths and weaknesses of your product, as well as knowing how to improve the user experience.
Implement more cost-effective marketing: Instilling a strong sense of brand communication is important for understanding which marketing works for your brand, and which marketing doesn’t. Being able to reduce unnecessary expenses and budget your money towards cost-effective marketing is important in building a strong, integrated marketing campaign.
Tackle crisis communications: The coronavirus has shown us that crisis communications proves to be the most important function of a company. A company cannot successfully navigate through a crisis without transparent communication and trained professionals. As the world began to shut down and the future of work transitioned to remote work, companies and brands had to be honest and helpful to their employees and consumers. Traditional retail, brick and mortar brands had to adjust to an online world, and having strong brand communication has never been more important.
Improve your digital presence: Staying on top of technology and knowing how to use its different functions is important in brand communication. Mastering the art of working from home, by using Zoom, Google Meets, FaceTime, and other ways to collaborate virtually is important in coping with the pandemic and adjusting to life afterward. Since the world has gone virtual, the change in the media landscape has only been accelerated.
Differentiate your brand in the marketplace: Differentiation is the key to creating a strong brand identity. As more brands emerge in the marketplace, companies need to strive to create a sense of creativity and memorability for their brand in order to generate a higher market share.