5 July 2011 30 Comments

Brand communication: how to make your target happy

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

We live in the age of attention span deficiency. Yet brand must evolve, engage or die. There are no two ways to this. Those who understand the trick. Brand targets want to bond, but many things are craving for their attention. Like we maintained a brand must look for a space and owned it otherwise it will be all struggles without result. Depending on the size of the brand, social media now offers opportunity to connect, engage, delight brand audience. Like someone once said, big brands need to find out why they need to be on the social media while the big question for small and start up brand is why should they not be there?Brand-and-customer-delight-customer-serviceBrand-marketing-Brand-communication

Making targets happy today is all about delighting them and not about selling. To delight the target, it is essential brands understand effective customer segmentation and processes. Targets at different strata of purchasing, marketing lifecycle have varied need. It is like Abraham Maslow’s theory of needs. What a potential need is different from what a customer need. The level of relationship with each customer must also dictate what you are offering in terms of content. A potential may just needs good reason to shift to your brand. So in terms of content, it may be not be appropriate to offer after sales resources to someone who has not even started out on a journey with you.

A customer who had just purchased your brand services may not need elementary contents on how your office interior looks like. Such individual already seen and experienced the brand’s office ambience. Be sure you align the office ambience with what you have advertised. Delighting such customer will mean making sure he understands the benefits of the service just purchased.

Now if the a customer/target has become routine user of the brand services, delighting such individual will require different tactics of making sure the relationship becomes solidify through being caring, getting to know them better and offering other off-core benefit that will enhance the relationship and make the individual a loyalist and advocate.

To further enhance and delight the customer, ensure you keep the tempo of your service high. Make sure your brand service becomes so special to the target. Never forget target’s delight is a continuous process not a destination. To excel, stay open to changes in the environment, look for better way to do it. What works yesterday may not work tomorrow.  In closing, be part of their lives’ stories. Have elements of surprise for them each new day. What do you think? Improve on the dialogue, use the comment section

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