26 June 2012 6 Comments

Brand Communication: 6 ways to destroy a brand’s DNA

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 DNA, Brand Management, Brand and Vision, Brand and technology, Brand marketing, Brand valueBrand communication is one of the essential ways to build a successful and leading brand. If a brand has the solid foundation in vision and sound strategy but lacks necessary communication tactic that can help in strengthening its position among the competitors hope of survival is almost gone.

Coming to what is DNA. The biological interpretation is ‘Deoxyribonucleic acid’. But just to spare many people of this jaw-breaking meaning and pronunciation, a DNA is a fundamental and distinctive characteristic of someone or something. This includes a brand. A brand DNA therefore is that unique stuff which every brand possesses. It is the factor that drives stakeholders towards the brand over other competing brands in the market place.  A brand DNA and other attributes help a brand to enjoy unusual loyalty which eventually translates to increase in the brand’s profit margin.

Now we know many brands are not successful despite sound vision and strategies, but because of overlooked small details that destroy the big plan. In this piece we will look at 6 ways brand communication can destroy the brand’s DNA.

 Concentration on what you think they like: everyone likes the sound of their names. We cannot deny there may be few exceptions to this. We hear the sound of our names every day. Because of this, many brands owners and custodians get carried away and believe the world revolves around them. They assume this position in everything they do. Sometimes without knowing they are betraying this attitude in their brand’s communication process. Overtime this will become a poison in the dish and terminate every cordial relationship with the brand’s consumers.

We have arrived: in addition to this, many brands do not know how to manage stardom. As soon as they begin to break into the market, they want to copy and go the way of the frontline market leaders. They want to fight and use every media available instead of concentrating on the few their budget can take. They ignore the signs. This often leads to sudden destruction of the solid DNA.

Broadcast and not conversation: anyone/brand that still engages absolute control of communication process without adapting to the present demands will soon die a natural death.  Broadcast communication mechanism is winding up fast. There is need to listen as well as engage in conversation building. Following the broadcast part destroys brand’s DNA.

We had no single control: We live in a world where people say we must lose control of every communication process. While this is true, but it should not become ‘absolutely’ true. A true conversationalist must know how to initiate a conversation that will lead to a desired end. A brand cannot leave its entire communication process in the hands of stakeholders. Too many cooks will spoil the soup. Be a true conversationalist with a good grasp of where the communication is leading to. Nothing must catch you unaware.

We must get it right every time: We live in an imperfect world. All we can do is minimize our errors and learn from the few ones we make. To expect we will always get everything right at every time may be an exercise in futility. As we know, every perfect time has its own challenges. Plan to minimize your errors if they ever surface but never hope to get it right every time.

A battle of individual: Many believe brand communication process is the battle of an individual or a single department. Nothing is farther from the truth than this. Effective brand communication process will need inputs from various angles. A Yoruba adage says ‘the application of the group’s wisdom makes an elderly person looks like an ‘all-knowing’ being’. Never destroys your brand DNA by assuming it is a battle of an individual.

Join the conversation, over to you

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