12 July 2011 18 Comments

Brand Communication: How to get best result from inputs

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(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)


Times are changing fast. Brand communication professionals around the world and Africa are discovering the old ways would not work again. What makes the matter worse today is that it appears all spaces are taken. The best way to do it for some is to narrow down from mass market to unique niche or to displace others.Brand communication, communication process, social marketing, social media communication, brand communication tools

As brand custodians, we must not forget the noise level out there is very high. There is no guarantee it will go down in the near distance future. No thanks to web 2.0 and over-empowered brand consumers who are wiser with each new evolving trend. Today many put in a lot of efforts but cannot really justify equivalent returns on the resources invested.

To excel in brand communication activities today, we should not forget we live in a thank you economy. The more we are willing to give, support, help the stakeholders the better for the brand. Seth Godin once said ‘in the digital world the gift I give you almost always benefits me more than it cost’. Only fools will doubt result. Godin has result to show for this. So we do think brand communication efforts focused on giving will get greater result than when the focus is on what the brand can gain. Brand communication efforts must concentrate on making unique impact instead of concentrating selfish endeavours.

So here are some of the best ways to ensure brand communication investments are not flushed into the drain.

Be bold: Many brands are afraid to take bold step. Many brands want to wait until there is another case study in the industry before they act. Interestingly when a brand waits for such, it will be late to gain meaningful result. The law of first or ‘first mentioned’ still applies till date. Calculated risk taking must be part of any effective brand communication process. There are no absolute guarantees anywhere around the world again. Come to think of this, how many want to relate with a friend who will wait till perfect condition before acting.

Established fact must be questioned: Zig Ziglar once said ‘to do it the way it used to be done and expect different result is the definition of insanity’.  Only fools do know now that many old paradigms are losing the authorities they used to wield. Brand custodians cannot be set like concrete in their minds. We must be opened to new communication processes.

Never communicate lies: be honest. Place value on integrity in all the communication processes. The lifespan of lies today is shorter than it used to be. It is better to under promised in our brand communication efforts and over deliver.

Educate, empower, and excite: If we could suggest any weapon that will not fail brand communicator today, the above mentioned will be relevant. Interestingly many brands in African have not fully engaged these weapons. Excuses are varied why they are not using these. I think what someone once said will still be relevant. The individual said ‘ we are too busy to educate, empower and excite our people but we have noticed  mass exodus of our people to those who do. I think it is right time to change but we will think about that’. Is your brand still thinking?

Control your identity: Work hard at ensuring your brand identity is what it ought to be in the minds of the targets. Dual or confused identity will work against every brand communication efforts.

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