Remember the time when there was only a Sales department which did selling, marketing, research, pre-sales, client handling, operations, BD, advertisement, customer service and more. Then it became Sales & Marketing. Then it diversified further into Digital Marketing & Communication. Now there is content marketing, product marketing, growth hacking, brand marketing and more.

So then, what is Brand Communication?

It is a plan of action for businesses of all sizes to stand out and effectively connect with their target audience. My services aim to deliver solutions tailored to elevate your brand presence, drive engagement, and foster customer loyalty.

Today brand image is not just what you see, hear and understand, but it’s also what you perceive, assume, feel and interpret. Companies spend a great deal on their marketing efforts but it doesn’t translate to customer loyalty or repeat business.

Wondered why that is? I have answered it at the end.

How do I go about building your Brand Communication docket:

My first task would be to gather the information required from a) Market research and b) Client discussions to create a cohesive BCMS docket that would amplify brand visibility, enhance customer engagement, and grow business.

I am putting together the below pointers for the clueless and unaware clients and hiring personnel who don’t quite comprehend the nitty-gritty of the work I do. I am not saying this with an ill temper or disrespect, nor with warmth or tenderness. I am simply stating a fact. Between these pointers lies tremendous work to be done with the internal and external teams, such as the client’s management and leadership team, vendors, media agencies, growth hackers, digital marketers, event planners, influencers, publishing agencies and more.

My services begin here:

A) Brand Audit and Analysis

• Current Brand Positioning: Evaluation of current brand perception.
• SWOT Analysis: Detailed strengths, weaknesses, opportunities, and threats.
• Competitive Analysis: Insights into competitor strategies and market positioning.

B) Brand Strategy Development

• Brand Vision and Mission: Define the long-term vision and mission statement.
• Core Values: Key principles that guide the brand’s behavior and decisions.
• Brand Positioning: Clear articulation of the brand’s unique place in the market.
• Unique Selling Proposition (USP): What sets the brand apart from competitors.
• Target Audience: Detailed profiles and personas of the target market segments.

C) Brand Messaging Framework

• Key Messages: Core messages to be communicated to different audience segments.
• Tone of Voice: Guidelines on the brand’s voice and tone across various platforms.
• Storytelling Elements: Narrative themes and stories that resonate with the audience.

D)  Creative Design and Visual Identity

• Brand Guidelines: Comprehensive guide on logo usage, color schemes, typography, and imagery.
• Marketing Collateral: Design templates for brochures, business cards, banners, etc.
• Website Design: Wireframes, user experience (UX) design, and visual elements.

E) Content Strategy

• Content Themes: Primary topics and themes aligned with brand messaging.
• Content Calendar: Schedule for content creation and distribution.
• Content Formats: Types of content (blogs, videos, infographics, etc.).
• Distribution Channels: Platforms for content dissemination (website, social media, email).

This post contains half the outline, and I have limited the pointers to Brand Communication. Part-2 will hold the Marketing Strategy pointers.

The primary reason why marketing doesn’t convert to loyalty is because there is no meaningful connection with the end customer. Businesses are competing in a dog-eat-dog market and I am not strange to the idea that it is a game of survival. But survive for how long? A company cannot and should not be in survival mode all the time.

What gets you out of survival? Revenue. Loyalty. Reputation.Truthfulness.

Even if your business is doing everything right, unless it efficiently communicates to your internal and external audiences, they are not going to know what you offer and what value you hold. So a kickass communication strategy is as important as a robust marketing strategy. With AI fuelling the workforce, you can go far, quickly and steadily with a comprehensive and tangible plan.

If you are looking to work with a brand marketer who can elevate your brand, get your messaging right and get people excited about your brand, hit me up and let’s see if we are a good fit.