Communication starts when a consumer meets the brand. It could be an instance where a consumer is watching a TV advertisement, has come across a social media post or any random newspaper advertisement. This is the beginning of the communication between the product/service and the prospective consumer. Did this interaction affect the consumer’s beliefs? Did it create a stir in the consumer’s mind? Did it touch the consumer’s feelings? If yes, the first brand communication step is a success. The strategy of getting noticed is the start of a business opportunity. Earlier, the ways to communicate your brand were very few and were restricted to limited ways of interacting with the customers. Advertisements in Newspaper, Billboards, radio, sponsorships – all were one-sided. Today, the world is moving faster and getting closer in all aspects.
Social media is a very powerful marketing medium where there is two-way communication. A brand can propose its products on social media and get instant feedback on its quality, appearance etc. Today, the most successful brands are putting their maximum effort in creating and maintaining their web presence. How are they doing it? There are many digital marketing companies taking responsibility for handling Brand communication for companies. A lot of planning, money, resources and strategies are involved in doing it. The foremost thing to do is to decide a ‘Brand Message’ that represents the company’s product which is the front face of the entire business. Ensuring the promotion of the message in an interesting, appealing way using visuals, rewards and benefits to attract the customers is the key.
By means of surveys, brands get to know the customer’s profile – their weaknesses etc. Along with this, it is also important to study the tactics of rival company’s. Big Brands choose relevant apps on social media based on the likelihood of the prospect customer using them and are consistent with contents on each of them. They also connect their accounts and are in sync with each other and use verified genuine accounts which help customers build trust and communicate. The key to success in social media is being personal with the consumers yet maintaining and respecting their privacy, understanding their concerns and requirements and being responsive to their queries. Another point to be noted is that, for the role of branding management, companies usually hire people who have done some sort of brand management courses.
Big brands try to encash consumer interests and beliefs to promote their brands. For example, LUX is a brand known in the market mainly because it is endorsed by the most popular actresses of Indian cinema. People easily believe its authenticity and quality and actively buy such products. It is necessary to categorise your audience based on their interest and targeting that specific group of buyers to get more benefit. Beauty soaps are mainly consumed by women and capturing their interests, likings such as colour, fragrance, movies and highlighting them in their product is a win-win situation along with endorsements from their favourite TV characters.
Remember, while branding, customer satisfaction is as important as holding the customer’s interest using various innovative ideas and maintaining the quality of services/product offered.