26 August 2012 5 Comments

Brand communication: 4 crucial factors that breed engagement

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 engagement, Brand Marketing communicationThose who understand how to make much impact with their brands will never joke with its communication and marketing strategies. Minus vision, these two pillars are the rock upon which the brand stands. They dictate brand’s well-being and state of health. If these two factors are missing, the brand’s affliction becomes terminal. It is just a matter of time.

We were having a dialogue recently in a meeting. The dialogue centred around the factors that make real brand engagement possible. We were looking at this from marketing communication perspective. A member of the group  brought up a case study on his recent visit to Kenya. His experience and our conclusion helped us to identify four major factors that can help. This may be applicable to National, Corporate, service or product branding. But before we discuss the points, let us share his experience. The guy went to Kenya from Nigeria. He boarded Kenyan Airways so he could have a comprehensive knowledge of Kenya through its Airline services and the country’s attitude to brand marketing communication. For him, it appeared lots of coincidences helped him in coming to a firm decision. Coincidence is used in this piece with a sense of responsibility to mean ‘in case that was not the norm’ which he had no reason to believe to be so.

According to him, the crew were members were coutesous. Also Kenya Airway is the  first Airline that gave him in- flight menu list so he would be in the know of what they intended to serve. At the Kenya International Airport where they landed, the transit time (Passport control, baggage etc)ly was very smooth without any hitch. There were no security personnel harassments.  Kenyan Airways pay off also attracted his attention ‘The Pride of Africa’. He slightly felt bad about this though as the Airline is unashamed to push such front when there are other African countries who could possibly have a claim to that. Nevertheless Kenya Airway is proud to assert that. Also, since Nigerians can apply and get Kenya visa at any point of entry (Airports), he marked the time it took to do all the processes. To him, it was less than twenty minutes. More importantly, he said he paid keen attention on the immigration officers’ attitude. They were courteous, friendly and wish you could have great conversation with them.

To him, Kenyans govt everything right at the point of contact with the brand. Within tourism and hospitality industry, most of their services are mostly above board. These vital areas are factors that will influence foreigners in making decision: either to or not to do business with the brand. The guy concluded that certain elements in the country Police Force may be damaging its brand’s equity because of what he saw on the roads.

No coming back to the factors that help:

Pride and priority: Every brand stakeholder needs to be proud and placed premium on the brand image and identity. Branding is everything. It is not just a part of the whole. Stakeholder’s pride and priority on the brand will influence its engagement in real life. It is what you call your dog that people call it.

photo source: engaged/innovate blog

Excellent point of contact service: This is really essential today for brand engagement. Points of contacts for brands today are numerous. The internet, Search Engine, phone, Email conversation and telephone conversation etc are becoming strong influence through which people make their decision. Guide these jealously.

Service speed: How fast is your service delivery system? Work on this and you will see changes.

Brand Ambassadors’ attitude: Many will look at your organization, brand from the way your brand’s ambassadors behave. Are they smart? Do they work with a high level of enthusiasm? Is their disposition right or bad?

Easy of access and use: How easy is it to reach you? How easy is it to communicate and use your services? Many will run away from a time consuming process. Make your services ‘time friendly’.

Am I missing something? Add it up.

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