11 April 2011 7 Comments

Brand Communication: three best ways to build brand equity and trust

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 is a vital process in keeping brand alive in the minds of the target. Brand communication done properly helps in building trust and equity. So, it is essential to remain visible otherwise the brand is doomed already. It is clear to everyone today that building trust is not a day’s job but a daily job of continuous efforts. Brand equity is a process of building blocks of trust over a long haul. As we know trust is a product of solid relation which is built over time. In trying to build trust, brand must concentrates on giving value, helping the other party.Brand trsut building, brand equity

 Being creative and determination to create passionate engagement will strengthen brand trust level. We must not also forget that brand equity is the commercial value that derives from consumer perception of the brand name of a particular product, rather than from the product or service itself. Just to add to the name factor mentioned above, we know that a name is broader in meaning than the letter words that formed the name. Brand equity helps brand to charge premium price. An unknown brand can hardly command any meaningful attention. Hence the need for brand communication that is properly planned and channelled to the right targets. In this piece let us examine three major tools of brand communication which aid brand trust and equity.

The internal audience: a cursory look at internal audience of the brand in terms of attitude, approach to issues, culture can speak volume with regards to whether an external person will have confidence in the brand or not. So creating right environment, training, staff attitude is important as they are ambassadors or representative of the brand within the communities. Internal brand’s enthusiasm and the way they talk about the brand they represent will go a long way in entrenching brand confidence in the minds of its target.

Voice of the customer: The voice of the customers or those who consume the brand offerings can also strengthen brand trust. According to a recent survey ‘social media lets users build relationships of trust over time through viral videos, blogs and social networks (communities of common interests). The study also shows social media grows virally because people share their passions’. So what the customers share or communicate can either build trust or damage the brand equity.  Today, brands must work hard in building beneficial relationship with its customers so they can be a great tool in building its equity and trust.

I also want to agree with another opinion which states ’the key element of social media is that, unlike conventional media, such novel technologies permit users to participate and gain value from each other. Instead of a message “broadcast” from a centralized organization or corporate entity, social media offer a more organic process of communication’.

Brand leadership integrity and expertise: one other tool that can also strengthen brand equity is the level of expertise and integrity of the brand leadership. Top management of any brand can destroy brand equity if not properly managed. Is there anything i am missing, please use the comment section.

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