26 October 2010 21 Comments

Brand communications: how to effectively reach your audience

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 communicationsE-brandingToday’s marketplace is stuffy. To effectively communicate a brand’s uniqueness, value requires tact, proper understanding of the terrain and customers’ pathway. Brand communication is certainly a complex work for many. This is unlike what obtained a few decades ago.  The complexity is traceable to the fact that there are myriads of brands today than ever before. Aside from this, the digital world has become a force to be reckoned with. The mobile platforms that are not related to internet have also come to stay. More importantly trust is now a scarce commodity and every communication from the brand is taken with a pinch of salt.

The question of trust is not limited to relationships between brands and its customers but we have noticed lack of trust exists between the brand custodians and the internal audience. By this we mean relationship between brand owners/employers and employees. A conclusion drawn by an online writer here is then relevant when he says ‘it is now obvious to all that brands have needs to fight through the clutter of crowded, confusing and disparate communication channels to reach it audience’. Nobody takes every communications from the brand as gospel truth.

In the midst of this, there are two major platforms that brand can effectively use to its own advantage to reach audience. When properly annexed, these two platforms still hold greater chances of success for brands. So let us examine these channels.

Music: Music is the food of love is a common cliché. According to a recent survey, it has been proven that when it comes to decision making many people claim they are logical but in buying decisions, emotion often overrules logics. This is because most people think with their heart. Great music appeals to souls and emotion. Music is said to be ranked as the media most people would least like to live without. But to effectively use music as a brand communication channel, music needs to speak the language of the brand. This means that both the music, artiste and the brand needs a high level of symbiotic relationship which produces rhymes that strengthens brand’s message.

This has become essential because brands no longer compete on product or service level but on building a brand that emotionally connects with their audience.

Internet: Internet has come to stay. I am constantly being asked what I think of the internet and especially social media platforms. My answer before was ‘enjoy the moment while it last’. This means people should not get worried with whether it has come to stay or not but to learn how to take its advantage while we still have it.  But my observation and continuous study of this area shows that we must learn to live with this as there is no end in view. So let us all adjust to it use. Several platforms, sites will come on along the way, but the principles behind new innovation will still point us all to the fact that human beings will continue to look for avenues to connect better as well as make life more enduring. In an article by Minter Dial and Eric Mellet with title ‘The Brand University’, the made vital points with regards to how brands can get better value using social media platforms to reach their audience.

Minter Dial and Eric Mellet also claim that for brands to effectively use social media, brands must engage with audience. The most prominent instrument of engagement here must be passion and strong connection. They also stated brand must learn the principle of exchange. To them the principle of exchange rests on listening and dialogue. In addition to the above, brands must demonstrate its emotion. This can be done with element of surprise and celebration. Experience is also essential. To inculcate experience, brands must make them real life. The last factor that can aid use of social media channel by these authors is its essence. Essence has to do with meaning and authenticity. What are you doing? What are your thoughts? Let us share

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