How to create a communication strategy for your brand

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How to create a communication strategy for your brand

Communication is at the heart of every marketing process. You hope to connect with your target audience, through an interaction that signals to them that you have the solution to their problem. But in the digital world, achieving this is not as simple or concrete as it seems. Among other things, competition, code, strategies, are all things you need to consider when understanding how to create a communication strategy for your brand. Here are some important details and mechanisms to achieve the best communication with your potential customers.

The first step in your communication strategy: planning

We have established the importance of communication in marketing, it is an undeniable fact. But the first thing you need to know is that any strategy, in any environment, depends on proper planning. To do this, it is essential to understand the context and where we want to go. Based on this concept, we must define some basic and sequential guidelines. The dynamics of communication will depend on following these guidelines.

Pre-diagnosis, the essential step for any successful plan

There is nothing like knowing the natural environment of your brand, where you operate and who you want to reach with your communication strategy. In these cases, there are some perfect administration and management techniques to apply.

  • SWOT is a widespread technique in which you can visualise your strengths and weaknesses and intertwine them with external opportunities and threats.
  • Problem tree. A technique that allows you to set priorities.
  • PESTEL Matrices. Know the competitive environment, the market, the external and internal conditions of your niche and understand as well as possible how to connect.

Define your objectives

In this case, we refer to the goals you hope to achieve with your communication strategies. But you must connect them to your brand objectives, what you want to achieve and how you hope to do it in general and then move on to the more specific strategic ones. This set of goals will help you to concretise actions and not to disperse efforts.

Know your audience

It is of utmost importance that you identify the characteristics of the audience your brand should serve. At this point, the target audience may vary, even if they are interested in your proposal. A process of developing a potential customer archetype is necessary, identifying their tastes, needs and, above all, how to communicate with them. A common technique is the creation of a buyer persona. This is a particular characterisation of the ideal customer that can be as many as the number of segments you want to reach.

Determining costs

You should budget for the costs involved in developing your communication strategy. The idea is not just to know how much it will cost you. It essentially refers to the limit to which you can expose yourself in order to reach your objectives. This point needs to be resolved through serious strategic planning. This through aspects such as the size of your company, the needs and requirements of your target audience.

Define your brand message

This is where all aspects of marketing come together. The message is your company, ideally: it should convey what you can do for your target audience. It must be concrete, direct, establish a real and valid connection with your interlocutors with a concept that can identify your brand. Examples such as Nike’s Just Do It are emblematic. Simple, direct, it goes to what the public expects from the brand.

Choose the right channel for the message and your audience to meet.

It’s about leveraging segmentation and identifying your target audience. Channels, especially in times of absolute digitalisation, are many but not all of them work for everyone. You must properly identify the one that will reach them most directly and accurately. Communication strategies for your brand depend on finding an interconnection mechanism. Social networks, blogs, storytelling, among others, are alternatives to explore depending on your product or your brand image.

Make an implementation schedule

Leave nothing to chance. True success in communication strategies is about the ability to foresee and modify. Proper planning of timelines helps you to understand developments and accommodate new realities as they emerge.

Metrics, the importance of evaluation

Evaluating is fundamental to any activity, and in marketing, it is even more important. It is important to know where we are in our campaign and what we are achieving. Nowadays, this management depends on such highly developed analysis tools that you can count data in real time. In this way, you can modify, adapt, redesign in a short time, avoiding that the communication is cut off or the effort is lost.

Some communication strategies for your brand campaign

On a practical level, there are some conditions to take into account:

  • The target audience
  • The selected channel
  • The message
  • Your brand image

As you can see, these are the aspects we touched on earlier, which are concretised in the strategy selected to connect with your target audience. If you take each point as the basis for your strategy, you will improve your communication possibilities.

Content, always important

Content marketing is one of the most common and effective strategies. The reason is simple, it is about offering added value in exchange for loyalty. Content is not just words or propaganda, it is data that the audience can use to solve their problem and you are the one who offers it to them.

Email Marketing Campaigns

A direct and simple way to reach your audience. It is a widely used technique because of its individualisation. Moreover, you can now automate most of the required actions.

Social networks, direct and group communication

The essence of social networks is interconnection by group affiliation, i.e. people communicate because they are similar. This is a point to be exploited if you have well defined your customer archetype. The message spreads more easily among people with similar expectations.

These are just a few examples of what you can achieve through proper planning of communication strategies for your brand. However, it is a space where you can ask for advice to optimise the results.

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