Welcome back! In part one of this blog we discussed why brand marketing is important as well as brand identity and brand values. In part two we are continuing by talking about the importance of brand communication, brand image, and brand association.
Your brand communication will cover a wide range of activities, from your ads to your social media posts to conversations between consumers and your company representatives. Essentially, brand communication occurs any time a customer interacts with your brand. Therefore, as part of your brand marketing strategy, you need to have clear guidelines for how your brand will communicate with consumers, both verbally and visually. When creating brand communication guidelines, consider what kind of brand personality fits best. Then, think about the following:
- Diction: What kind of vocabulary will you use when speaking with customers, formal or informal?
- Tone:What tone will you use during customer interactions? Playful? Serious? Make sure it matches up with your brand identity.
- Visuals: What are your graphics and videos conveying to your audience?
The most important thing is that your brand communication is consistent across all channels. Though it may be tempting to use a different tone depending on the channel, it’s crucial that no matter what the platform, your brand communication sticks to your preset guidelines.
While it sounds similar to brand identity, brand image has more to do with consumer perceptions. Brand image is how customers perceive a brand, which is created based on consumers’ interactions with a brand. Therefore, everything from your social media posts to your website copy helps create your brand image. However, you don’t have control over how every consumer will perceive your brand, this is why creating a consistent brand image is both important and incredibly difficult. Overall, brand image has to do with consumers’ experiences with your brand, not so much your own idea of your brand or your visual representations. The best way to influence brand image is to create the most consistent experience for consumers across the board as possible.
Finally, there are brand associations. These are the characteristics and qualities that consumers associate with your brand. In this way, they’re closely related to brand image.
Your unique brand associations are what allow you to differentiate your brand from the competition. Ideally, you’ll want to foster positive brand associations that align well with your company’s values and image. However, negative brand associations do exist and you need to be careful so they don’t slip by unnoticed and harm your brand image.
Put it All Together
If you have not yet integrated your brand into all aspects of your marketing strategy, now is the time to start. It’s never too late to start pushing your brand. And remember, while having high-quality products and services is important, without a strong brand marketing strategy, you’re bound to fade from consumers’ minds. To take your brand marketing strategy to the next level, ask professionals for help!
Marketing and branding can be really confusing to navigate on your own. Let the Gurus make it easier for you! At Guru Marketing we are experts in all things branding and marketing and we would love to help you build your brand this new year! Contact us today to get started, you can get in touch by filling out the contact form on our website.