Brand communications strategies: Key to business success

"Magdaleen Scott, a seasoned communications specialist, says building a successful brand requires a strong focus on communication."
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By Sinazo Mkoko

For a business to be competitive and successful, it needs effective brand communication strategies. Magdaleen Scott, a seasoned communications specialist, says building a successful brand requires a strong focus on communication.

“Communication on its own is indeed a form of art in today’s world, especially with consumers being served specific content on various platforms. Ten or so years ago, there were a handful of media outlets supplying you with content, specifically content that you engaged with or sought out. Now content is served to you by a bot that spent real time understanding your psychology, meaning that what was sent to you was exceptionally well planned and executed. So how do you start?”

She shares the following tips that she’s used to build a strong and credible brand for her business and her clients:

Get back to the basics by defining your brand’s corporate identity.

Start by clearly defining your brand’s purpose, values, personality, and mission. Understand your target audience and how you can uniquely serve them. Always follow data insights on your unique values and purposes; the data tells the story.

In the story, always craft a compelling brand message.

Develop a concise and compelling message that communicates the essence of your brand. It should be memorable, authentic, and resonate with your target audience. Humans are wired to connect with stories. Use storytelling techniques to communicate your brand’s values, successes, and customer experiences. Create narratives that evoke emotions and resonate with your audience. All your non-verbal cues are equally important in the marketing sphere; it’s not just what you say that gets you into the relationship but also chemistry. Visual elements like design, colour palette, typography, and imagery are all part of telling the story of attraction.

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Consistency not only seals the deal but also consistency across channels.

Ensure consistent branding across all communication channels, including your website, social media profiles, emails, and offline materials. Use consistent visual elements, tone of voice, and messaging to create a cohesive brand experience.

A relationship can only exist if you get engagement.

Actively engage and communicate with your audience through social media, blog posts, newsletters, and events. Encourage two-way communication, respond to comments and inquiries promptly, and listen to customer feedback. Receiving communication back is like seeing your child smile for the first time; it’s mesmerising because your relationship is validated. If you don’t receive communication back, are you really in a relationship?



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