14 February 2011 5 Comments

Brand communication: How to communicate value instead of unproductive attack

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

Each brand has its own competitor. Brand excels when it has built enough equity that can sustain strong emotional attachment for life with its audience and not when it creates cults of ‘negative word of mouth crusaders’

President Goodluck Jonathan, the incumbent President of Nigeria, is doing his best to come back to power in April 2011. Part of President Goodluck Jonathan’s strategy is his use of social media to reach the youth segment. Like Savio, a political consultant once wrote ‘Any candidate who engages the Internet has a leg up in winning the youth’. Goodluclk Jonathan had gained traction using facebook. He now has over four hundred thousand  followers who help sing his songs.

My focus here is centred on how brand can communicate values instead of brewing  and igniting  anger of the audience through unguarded utterances. While I am not a card carrying member of any political party, I am amazed at the level of damages politicians unleashed on their own chances by not knowing what to say, when to say it, how to say and who to say it to.

President Goodluck Jonathan recently blew his chances with some progressives in the South West zone of the nation. While on a campaign tour to the south West zone in a bid to spread his political philosophies, President Jonathan Goodluck resulted to name calling instead of communicating his own uniqueness and philosophies. General believe about brands that leave the path of communicating brand’s values to unproductive attack is often traceable to low self esteem and lack of credible line of actions that can be promoted. The challenge associated with that path is that people know which brand is performing and which is not.

The fall out of this utterance had generated enough negative coverage for Goodluck Jonathan’s brand so much that it will take a long time before his political communication specialists can clear the coast at both offline and online. While attack will serve good purpose for a brand to gain necessary eyeballs and some big mouths, oftentimes the long lasting effect of such do not aid overall brand’s goal achievement. Below are my thoughts on how brand can communicate value to its audience:

What do you bring to the table: Every brand must know what it brings to the table. If you do not take time to identify your brand’s uniqueness and how it can help accelerate the audience’s well being, precious opportunity will be messed up while trying to communicate anything at all.

What is your story: Each brand has a story that can sell within its audience circle. The life of the President Jonathan till date has enough nuggets that can resonate with the electorate of the South West. Most South West progressive were actively prominent in compelling the national assembly members to pass the law that empowered President Jonathan to take over as the President of Nigeria when the former President Umar Yar Adua held on to power. Calling on all progressive to do it again for him would have gone a long way in winning some votes. What part of your brand story are you not using to your advantage?

Study the audience mood: there are things to say with specific timing attached if you must be successful. If you give the right speech in a wrong environment or at the wrong time, you will bungle your brand chances. You need to understand the Five Ws and H of effective Communication. If you neglect these rules, you may hurt your brand communications strategy.Nigeria's president

Communicate results: one best route to communicate well is to continually communicate verifiable results, impacts that your brand had delivered with evidence of changes in lifestyle among the brand promise users. Today, Nigerians can fly directly to USA. In some cases, queue in petrol /gas stations had vanished during President Jonathan tenure than what we used to experience. What happens to those promise deliveries instead of name callings or does the President think saying it every time will mean repetition.

Social proof: Social proofs can now be evidence- based communication tactic. The President has over four hundred followers on his Facebook  fan page who constantly exchange and communicate with him. How many of his rivals had achieved that feat? That he is the first sitting president that uses that platform can be promoted. With all these, do we think  that the situation would had been different  if President Jonathan promised to continue to listen and act on feedbacks from progressive who also use this platform?

5 Responses to “Brand communication: How to communicate value instead of unproductive attack”