The Importance of Brand Communication – by Tolulope Abereoje

Simply put, brand communication is a combination of activities that are used to communicate with the stakeholders of a company. The stakeholders include and are not limited to employees, potential customers, investors, and sponsors as they are attached to the brand in the most integrated manner.

Brand communication takes place every time a stakeholder interacts with a particular brand. Brand communication could just mean seeing a logo online or offline, reading a newsletter, watching a TV commercial, seeing a billboard advert, listening to a radio advertising, engaging with a brand on social media, or reading a brand review online or on newspaper; whichever one it is, brand communication encompasses every instance a message is passed to a brand’s audience.

Now, brand communication is an important part and tool of brand management through which a company informs, persuades, enlightens, teaches, reminds, and enriches the knowledge of their stakeholders about the brand – its strengths, values, fundamentals, and its offerings of products and services.

It also includes the physical interactions that people have with a business. Communicating directly with an employee of a company on the phone, in the store, or at a tradeshow also qualifies as brand communication. And guess what? Brand communication doesn’t necessarily need to be expensive. Less expensive options include using a vehicle wrap to advertise on the road (e.g BRT) or starting a blog on or off the company’s website.

Why Is Brand Communication Important?

Companies need to spend time developing communication strategies because it is essential to building the entire brand. Without an effective strategy, a brand is likely to fail. For people to purchase goods and services, they have to know those goods and services exist as well as the value those goods and services will add to them.

Brand communication is therefore important because of the following reasons:

1. It creates an impact

Whether mild or strong, a good brand communication will always have an impact on the stakeholders and will make them feel more connected to the brand. An example of this is any social campaign that you see in the market – which if executed properly, makes a huge impact on the customers.

2. It makes you an authority

Toyota and Suzuki are two brands that we respect because they always talk about their
products’ superior engineering and durability. The products are positioned as being superior and much better than those of their competition. However, if the brand does not communicate these values, it goes without saying that the brand will not be an authority on the subject. Rolex is an authority when it comes to watchmaking today and this authority has been built not only with product design but also with brand communications.

It differentiates you from competition

A brand that connects with the customers differentiates itself from the competition. This is a huge competitive advantage to the brand because when brand comparisons are made, the loyalty and following that a brand has, differentiates the brand from its competitors. There are many smartphone and home appliances brands but people will always go for the big names – LG, Samsung, Scanfrost, Polystar, etc, or a Samsung/Apple in smartphones. These brands are “big” due to the fact that they have differentiated themselves through their market offerings and also through brand communication.

4. It improves loyalty

One of the crucial advantages of positive brand communication is that it builds loyalty in the minds of the customers. If the customer has had a positive experience with the brand, repeated brand communications to the customer via advertising or promotion will make the customer a brand advocate. This single customer can bring other customers to the brand via word of mouth. For this repeated exposure to the brand, brand communications are required.

5. It develops the market

Aside from positively affecting the brand, brand communication slowly and steadily builds a positive perception of the market in which the brand plays. Unilever and Coca-Cola are companies that understand this perfectly. These companies are handling many different brands and products at the same time. And one of the first strategies these companies use to make a product acceptable is to increase brand communications in the market.

In summary, to increase a brand’s sales, patronage, and overall brand awareness success, quality brand communication is crucial. Its execution is however not easy and as such must be outsourced to an experienced professional agency.

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