27 December 2010 8 Comments

Brand communications: charting a new course in 2011

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 communicationsWhether we acknowledge this or not, Year 2010 is already packing its load and in less than five days, we will be flying with the wings of 2011.In the last twelve months, many brands have prospered while many have died prematurely. Some of these premature deaths were caused by brand owners who allow their own temperaments to affect the brand’s attitudes. Part of what caused the premature deaths of most brands is lack of willingness to communicate brand’s value- either at the right time or to the right audience. Some brands’ custodians believe silent is golden. While this may be true, many a times, evil (quack or less efficient brand) prevails because those who have something to say refuse to talk while those who have nothing valuable to say are allowed to take the stage.

We must not forget also that noise level is now high. Keeping quiet when you should speak up is not a good business sense. For individuals who are supposed to get promoted and are not, they need to know that good work, excellent service delivery is no longer enough in this age. We must subscribe to the notion that says ‘to get promoted, we must not only be committed to god service delivery but must work hard on getting noticed for the job well done’.

Brands that will remain relevant in 2011 and beyond need to constantly think on new ways of communicating the good causes they have helped in pioneering as well as in enhancing its effectiveness. Learning to take records of achievements, contributions and recognitions; presenting it in the right quarters are now part of great brand communication strategy. By whatever means, 2011 is not going to be all comers’ affairs. Those brands that learn to distinguish themselves will get better reward than those who stay in the dark. This distinguishing process begins with learning to use every platform, channes to communicate tangible as well as emotional results. No achievement is small today. A collection of small achievements will make every brand a mega brand in the eyes of its audience. Today, brands must learn to document, communicate their little achievements on the go. This will help the brand story become ‘sweet to the ear’. Without a lot of fund, here are some ways through which brands can communicate their messages.

Support good causes: no brand can stand aloof and be successful. Every brand needs to join issues with good causes they know will give them visibility. It is good thing to fight causes you believe in than fighting people. Monitor the environment and strategically assess issues that are affecting your target audience or community. Keeping quiet on such issues will rob your brand great chances of better visibility.

Blogtalkradio: The numbers of those who have access to the internet (especially in Africa) are gradually increasing in geometrical ratio. Establishing effective online radio, television stations to help communicate your good deeds may now be a welcome move. For personal brands, make new connections and affiliations within the work and outside work environments. Go ahead and use BlogtalkRadio to analyse, educate your audience on things they may need to know. It is not compulsory that most of such issues be beneficial to your brand. But you can be sure that the brand will be remembered for long time for such initiatives. Personal Brands should think of hosting a blog on their names. That increases visibility. It also gives your target an opportunity to see you before they meet you. Impressions are now being formed from different sources. To remain a warlord only on the offline is now a tragedy.

Engage your community: like never before, word of mouth will translate to big buck in 2011.Those brands that believe only in ‘DIY-do it yourself’ strategy will spend fortune on communications this year. Every brand needs a strong community of advocates or word of mouth advertisers who believe in it. Word of mouth advertisers are not called zero-cost marketers for nothing. Active involvement of third party in brand’s communications will result in spreading better buzz about the brand than millions of dollars your brand may invest.

By all means, in all forms and formats, each brand must position itself in a way that will allow it take advantage of all opportunities available. What do you think?

8 Responses to “Brand communications: charting a new course in 2011”

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