Brand comunication is one of the foundation elements of branding. Over the years, I've lost count how many times I've stressed this to my clients. I'm like a parrot when it comes to this element of branding... communicate communicate and communicate some more.
There's an effective way to communicate and a confusing way to communicate. Consumers are valuable and they deserve respect. And one of the first steps to paying them that respect is to communicate effectively.
To be able to master the art of effective and positive communication is to have clear strategies about your method and format of communication. What does brand communication include? Well... there are many elements that fall under the term 'Brand Communication'. From your brand visuals, to your logo, brand-mark, brand colours, taglines to product descriptions and social media presence. More about those in detail in a different blog post. First we have to pay attention to the 'how'.
The how is actually based on science with a proven track record. When we understand the science, we feel that it is common sense. But the number of brands who get it wrong due to the lack of understanding is astonishing.
Every language has a set of alphabet, some languages have more than one set. In the English language, we have one set of 26 alphabets, ranging from A to Z. Effective communication in English would be to use letters from the English alphabet to form words and sentences. Now imagine, if someone brings us the alphabetical letters from other languages and mixes them with the English alphabets. Then we have the task to formulate words and sentences to write our brand description. I've created a set of alphabet to represent this. Can you use it to write your brand description in English or any of the other languages? Would this be an effective way of writing? You're probably laughing your head off right now, because it's totally nonsensical.
This is what happens when we mix up styles of branding. Different styles convey different messages and it is an impossible task to even try and work those styles together. We end up having a hot mess of styles and our brand messages become so confusing that we end up attracting no one.
It's so important that we figure out who we are and what our message is before we start thinking about how to communicate that.
Now that you've had a good laugh trying to write a paragraph about your brand with the letters above, I want to highlight another huge issue. I shall use the image below as a representation of why it is so important every brand owner communicate effectively with a brand designer or a brand consultant.
Over the years, I've worked with so many clients and majority of the time, I've been able to get this message across. A small proportion of the time, where brand owners haven't been forthcoming with their communication has led me to do two things. 1) Wish them well on their branding journey and walk away from the impossible task. 2) Create a surface level branding with the basic elements without any strategies for elevating their brand to the next level.
Many brands start with great intentions of completeing every step of their branding process. Just like the letters of the alphabet, the branding process has steps along the way that need to be completed to achieve the end goal. If we miss steps out, the overall message becomes ineffective. Just the same way of missing letters out of an alphabet will make it near impossible to form enough words to create sentences that will describe your brand or describe anything to be honest.
Give it a go. How many words can you create from the set of letters below? Then see how many sentences you can create with those words. Is it difficult? You bet. Is it virtually impossible? You bet. This is exactly how difficult we make it for ourselves to achivinig the goal of creating a successful brand. There is a reason why we need all the letters in the alphabet to communicate effectively. The exact same principle applies to the different areas of branding. Next time you think that you don't maybe need to do everything in the branding process. Just give yourself the task of creating a paragraph of text from the letters below. We all value our time, so why do so many of us waste it by doing re-brand after re-brand and still follow the same process of missing steps out?