27 January 2009 35 Comments

Brand communication that rocks!

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand-icon2brand-comm22Communication is a vital key in every endeavor. Nothing succeeds without adequate communication. This has been proved at least in any situation where human beings are involved .Personal brands need to communicate to their bosses, colleagues, relatives, juniors, niche market. Corporate brands need to communicate. In fact when communication is taken out, the whole of human existence becomes chaotic. Interestingly every brand has human beings as the target audience. Even when the product is animal foods; brands need to reach the owners before it can reach the target audience.

Brand communication that will rock has to first look at its plan, objective before a brand communication strategy that works can be crafted.

Let us examine five basic principles that will guarantee a brand communication strategy that will rock.

1. Target definition: Be sure you know who the object of the communication is. For personal brand, is the communication meant for your boss, colleagues, junior, mass or small group, spouses, children etc. The target must go with the objective of the communication, choice of words to be used. There is no need speaking high sounding languages, elevated style to small children. Such communication strategy does not rock. The purpose is already damaged before it goes out.

2. Objective, focus of the message: This has to do with what the brand wants the communication to achieve. Without this, communication result may not be measurable. Each brand must craft the objective and think about this before any communication process can be put in place.

3.360 degree view: View the communication from the angle of the communication recipient. Is there anything in the communication that will be of benefit to the receiver? What is in it for me. Receivers have not stopped listening to WII-FM. Ability to communicate with the audience hinges on understanding the language the brand users speak?

4. Brand communication channels: Using the right channels also matter. Using Television or radio to reach the teenagers now is becoming outdated in many nations. Internet has become the abode of this teeming populace. First, check where the target hibernates before shooting will safe your brand communication from total failure.

5. Timing: When all is said and done, timing is really important. This is key to success of any brand communication that will rock. There is a right timing for any message. Do not ask for pay increase when your boss is angry, when you know the business is at the brink of total collapse or bankruptcy.

Are there other factors that are important?  Let me have your opinion.

35 Responses to “Brand communication that rocks!”

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