Brand communication is all of the actions and communications that a brand makes to introduce itself to its consumers or to gain a foothold. Although advertising covers an important part of this, we cannot only talk about advertisements when it comes to brand communication. The communication made wherever the brand name is mentioned and all actions taken to promote the brand are within the scope of brand communication.

Before we talk about how brand communication is done, let’s talk briefly about brand personality. Because the communication of a brand should be done in direct proportion to the personality and identity of that brand after it is established.

Jennifer A. Aaker defines brand personality as ‘a set of human characteristics associated with a brand’. So the brand personality is actually created to describe the brand using the same adjectives we use to describe a person. And in this way, it is also determined who the brand appeals to and how to communicate with them. For more detailed information about brand personality, you can read our article by clicking here.

What is Brand Communication?

All brands strive to make their brand, product or service attractive. In order to do this, it has to communicate with its consumers or target audience. This communication can be the advertisement of the brand itself, its products or services, as well as all the activities it carries out in other channels are also included in the scope of brand communication. A brand whose outdoor advertisement you see while walking down the road is trying to communicate with you. Likewise, any brand that puts its logo on a promotional product is doing so to keep in touch with you. Many activities such as events organized by brands, sponsorship activities are within the scope of brand communication.

Brands that do not engage in any communication activities are lost and forgotten over time. In order to ensure brand continuity, the brand must constantly introduce itself to new people and remind and communicate with those who already know or use it.

The strength of the brand is measured in the consumer’s mind by the frequency or magnitude of these communication activities.

How is Brand Communication Done?

When making brand communication, you should take care to communicate in line with your brand’s identity. Not every style, not every activity, not every topic may suit you. Determining the channels you want to be in contact with is an important step. You should decide which channels of social media you will be on, whether you will use outdoor advertisements, which events you can take part in, and keep track of these on an ongoing basis. You can be in any new formation that you think is suitable for you, and you can use every place you can reach your target audience.

It is very important to know your target audience when communicating your brand. Who is your preferred audience and if you were to have a new audience, who would you want it to be? You can start with many questions such as what do these people like, how do they like to be addressed, what are their favorite channels? The answers to these questions, as well as consumers of other brands, will be very useful when determining your brand communication strategy.

For example, if you launch a new clothing brand, if there are other brands that are close to your style and target audience, the consumers that these brands appeal to may become your target audience. This does not have to be a clothing brand, for example, you can also consider another brand that produces watches, phone cases or accessories that match the style of your products. In this case, the first important thing is to make sure you know who you are addressing. Afterwards, how you address them and what you say is very important.

Think of brand communication broadly, the advertisements you place or the commercials your target audience sees may be the most visible part of brand communication, but the announcement of any help or donation you make as a brand is also a brand communication. The event sponsored by the brand and all the actions taken in this event are also part of brand communication. More broadly, your brand logo, tagline and all other brand materials are also part of your brand communication.

What to Consider in Brand Communication?

Continuity, Continuity

After determining the above-mentioned features in brand communication, the first thing to consider is to know that any communication you will do is not a one-off. In other words, it is very important to continue this communication once you have reached your consumer and influenced or convinced them. If the person who buys a product or service from you once is satisfied, you should still continue to communicate with him/her without thinking that he/she will automatically come again. The person who owns your brand should feel special and belonging.

Sincerity

Whatever your brand stance, whatever your message, communicate to your consumers with sincerity. This does not necessarily mean addressing your audience as “you” or using friendly language. Even if you have a more serious language, your consumers should be sure of your sincerity and honesty when they see your communication.

Consistency

One of the most important factors for a brand is its consistency. What does that mean? For example, if you have expressed any opinion on any political or social issue, or if you have supported anything, you should not do anything else to show the opposite.

You cannot publish a message one day and then sponsor an event that is the opposite of what you condemned or endorsed. Or in the same way you cannot cooperate with somebody. Or you can’t create a collection made from recycled materials and then dispose of your waste in an environmentally harmful way. This creates a crisis by drawing the public’s reaction to you, and it breaks the trust of your consumers.

Brands reflect people’s lifestyles and are a way for many people to express themselves. Therefore, the consumer who chooses and consumes a brand actually wants to be represented by the brand while representing that brand.

You should not do anything to offend your consumer who wants to be represented.

Difference

One of the first steps in building a brand is to define what you will do differently. It is as important to present your products or services differently as it is to make them different. Try not to do the same things as your competitors. Research well what people, your target audience, want to see differently and do communication activities accordingly.

If there is something expected of you, listen to it and explore how you can meet it in different ways.

Emotional Bonding

Appeal to the emotions of your audience. Convincing someone to sell is often about being able to control their emotions. But you should think bigger than sales and make your consumers emotionally connect with your brand. Investigate how you can affect your consumer emotionally, what it takes for them to connect with you and create an emotional bond between you.

It is very important that the consumer is not only satisfied with the product or service, but also with the process until and after it reaches them. To ensure this satisfaction, it is important to appeal to emotions. Sometimes even a simple note or gift in the mail can be part of this bond.