How to communicate brand value in a campaign management process.
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
Every brand activity has its own inherent opportunities as well as disadvantage. A wise brand manager must keep brand at the centre of all activities. Every brand activity represents a touch point opportunity. Every campaign opportunities should be used to communicate the value in your brand and not to achieve a single goal.
What makes target stick to a brand sometimes may be value. We need to note it is not out of place to agree with the general mantra which states ‘emotions rule over logic in brand engagement and buying’. While we cannot discountenance, value is an important aspect of a brand which must not be compromised. Every brand communication process must not therefore forget the impact of value in its success.
When it comes to campaign management, many had focused on the goal without placing a preference on what happens to the brand value during and after the campaign. Recently, Miley cyrus, an artiste who used to be largely acclaimed as child star/role model, ‘destroyed’ a long standing value in her brand through a tacit campaign to sell her about to release album. She went to MTV Award and ‘twerk’ her bum against a male artiste who was fully clad. Aside from this, Miley Cyrus had engaged in a twitter war with another popular female artiste. All these attempts may seem insignificant with possibilities of achieving Miley Cyrus profile rating in the public. But the aftermath has had a negative impact on her established brand value. This value was built in the past decade. To avoid this kind of calamity, it is advisable to observe the followings:
Keep your brand value in the front, in-between and back of everything: it is always important to prioritize your value. What can you do or not do to achieve a goal. Will this cost your brand a total breakdown of what you represent? Make a decision at this point to know what you can give away.
Seek opportunity to demonstrate what you stand for: Let your brand campaign management process demonstrate or show fort the value you want to be associated with irrespective of the pressure to look the other way.
Let your message represent your brand: in addition to the above, ensure your campaign process represents your brand ALWAYS.
Connect authentically: every campaign needs to connect to succeed. There is no need for a campaign that cannot connect. That is a campaign without a soul. But if your brand’s value mean anything to you, be sure you are very authentic through the process. Anything shot of this may damage your hard earned reputation.
Every relationship has a starting point: always remember every relationship has a starting point. Never be involved in a campaign without a proper understanding of your relationship status with the audience.
When they are not into you, do not force it: no matter how hard you try some people will not buy into you. Never force the relationship. But do everything within your capacity to make it work and leave the rest.
Never forget innovation: Parts of the process of building brand value is to engage creativity and innovation. Use this wisely to your brand advantage. Demonstrate this all-through your brand campaign management process.
Constantly utilize customer intelligence gathering: Never gather customer intelligence for fun. Why should you engage in such? For an average customer that is value evaluation touch point. Why should you ask for their opinion or seek relationship from the target when you know you will abuse such?
What are we missing? Please share and join the conversation.
