21 October 2011 8 Comments

How to solve brand communication problems with ease

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 living being has its own challenges. Brands too are living entities. They breathe like normal human being. Brand communication challenges will always be part of brand’s cycle. Knowing this early will help brand custodians and communicators to be proactive instead of being reactive.Solving-brand-communication-problem-brand-challenges-brands-solutionbrands-need-assesment

The good thing about challenges though is that it keeps the best people in shape by helping them to know they are not perfect and that there is no perfect state in the world. Everything keeps evolving and we must prepare for them. At a point, brand communication challenges may be inability of internal employee to get the vision right. This invariably may affect brand’s culture, attitude or performance. In another form, brand communication problem may be a product of inconsistency or lack of proper understanding of brand’s internal mechanism before setting the brand’s goals or vision. No matter how, each of this problem may be resolved if everyone involved and especially the management and communication team are prepared. Whatever problems a brand is facing, here are four easy ways to resolve them.

Identify and own the problem: The first step in any problem solving process is that we must identify and own the problem. Passing and shifting the blame will not help the process as much. It is the duty of the brand custodians or communicators to act fast on this before it become a cankerworm that may not be easy to curb.

Work out the solution on paper: the first step of problem identification may be good but as we all know nothing get done if actions are not set in place to resolve the issue. Brand communication team must set up the plans on how best to handle the situation. Writing them down will help everyone to see what process to follow and whose duty it is to fix a particular loose end. Writing the solution down also helps in working through a determined process before it starts. A caveat we may need to add here is that the process must not be rigid. If there is a need to work out new plan, the process must be able to adapt to changing demands.

Solve the problem: Adequate preparation without action is meaningless. Act on the solutions you have written down. No problem is totally solved with written down solutions. There must be a will to act on the solutions proffered. Never be intimidated by the size of the brand’s problem so much that your team will not take the first step. A step forward towards the achievement of the goal is a sure way to make right impact. Be sure to act fast too.

Bench great solution process for future need: knowledge management is now a key part of communication process. So, we must be ready to constantly benchmark any process that offers real solution to brand communication. While we must remember that brand communication problems do not in the same shape, but there is wisdom in learning from past approaches. Do these answer your problem? What do you think? Any advice for the community based on your past brand communication issues? Share with us.

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