21 March 2012 0 Comments

Brand Communication: How to avoid disaster

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 communication crisis, Brand communication problem,bran communication strategy, ineefctive communicationBrand communication is an art that can be learnt. It is also a science which follows basic process. Gaining recognition or to be successful in this process may not come cheap. Being a brand communicator today requires a form of expertise and passion. The reason behind this assertion is obvious. If you are not an expert you will fail, if you’re not passionate you will also fail. As we know, every brand needs to communicate so it can make right impact, promote positive response from target audience and finally to receive high payback among others.

But before we begin this, it will not be out of place to try and give layman opinion of what the term is. An easy to understand meaning I got online is ‘brand communication is the art of bridging the gap between our target audience and the organization (or product or service) we are promoting’. It is a step towards or process of building strong communication between anl entity, and the audience its believes to be best suited to its ideas or services.

Brand communication happens in different platforms. Brand communication begins when stakeholders meet with the brand. This can happen through different avenues.

To be successful, actors must anticipate what will likely happen and proffer solution, think critically through the process. This will sometimes demand a reframing of what to say and not to say. In addition to this, there is a need for adequate interpretation of words, issues as it fits the audience perception. This must give rise to quality decision making process, creation and communication of issues to be discussed. As we do this, brand must constantly align values with every stakeholder.

To avoid and catastrophe in the brand communication process, we strongly believe adherence to the following will help in no small ways.  

Setting of goals and agreeing on targets: Every communication process must begin with goal setting. Goal setting is a cardinal factor if brand will not miss its way in the jungle. First, set the communication goals and the  chart the course. The communication goal must not only agrees with brand values but it must also agree or promote right feelings in the target audience.

Allocation of available resources: I am yet to see a communication strategy without the availability of right resources. Resource does not only mean finance. Other factors are included. As we know resources are not always in surplus. For this there must be right allocation of the resources that are available.

Communication delivery/result: In addition to the above, communication delivery process must now be in place. This is where tyre must hit the road. Brand eye must be fixed on measurable result. Communication action must not just be ‘sitting on a rolling chair’. There will be no progress.

Monitoring and evaluation: How can we avoid catastrophe if we do not have monitoring and evaluation parameters? Nothing is free from failure except a guided action is taken to ensure the ship sails on a charted course. Brand communication must not be done haphazardly if we hope to be respected by the management and brand stakeholders.

Over to you, what is your opinion?

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