The Company and the Agency
This is you if you have a brand to promote. You are the source of the brand. Together with your marketing communication agency, you decide on how to position your brand and whom you want to reach. Once the brand position and the target audience are decided, you start developing your brand message.
The Brand Message
The brand message is what your company wants your customers and other stakeholders to perceive. All the information and experience of the brand should be designed into the message. Here is where the 4Ps of marketing; product, price, place (distribution) and promotion play a crucial part in how you design your brand message.
The Communication Channel
It is all about picking the right media to reach the right target audience. Knowing the habits of the target audience is important in deciding which media channel to communicate the brand message through. For example, if your target audience were car owners, advertising on radio would be a better bet than on a parenting magazine. Media channels include TV, radio, newspaper, magazines, billboards, Internet, mailers and product placement on TV shows and movies.
Noise
People are being bombarded by advertisements every day, everywhere. So how do you get your brand message through all this noise and clutter? Well, your message will not be seen and heard if your copy is poorly produced, and has a lack of clarity. Bad timing of the release and clutter from your competitor’s messages are also points you need to consider. So remember the lower the noise level, the higher chances of your brand messages are being seen and heard.
The Customer
This is the group you want your brand message to reach and get a positive response. You want your customers to remember your brand, to like it enough to act upon a desire to purchase it. To help you hook the customer, your brand message needs to be simple and relevant. Also, allow your customers to ask questions and to interact. This will create positive perception of your brand.
Feedback
You want to hear what your customers think about your product. This is an important key in any marketing communication. Besides gathering information about your customers, you can also generate more leads, provide more information to reinforce their liking for your brand and to be sure, you are on the right track in your brand messaging and channel choices.
