In a world saturated with options, your brand becomes your source of truth and your north star, and communicating your brand effectively is more crucial than ever. Yes, it guides customers toward your products or services, but also toward becoming brand advocates through meaningful engagements, creating specific and lasting relationships.
Brands have evolved significantly over the years, transitioning from basic symbols to sophisticated and multifaceted entities. Their role in society has transcended mere identification, shaping consumer preferences, influencing culture, and addressing social issues.
It used to be important because they created trust and familiarity, with a promise of quality and consistency, making purchasing decisions more predictable for consumers. Today they are much more.
A strong brand is the foundation for customer loyalty, helping you retain and expand your customer base, align new customers, fostering a sense of belonging and community, and enabling customers to align themselves with values, ideals, and experiences that resonate with their own.
The role of brands in society has grown beyond simple consumerism. Today, brands are holistic entities that permeate every aspect of an organization, from the product itself to the way employees interact with customers.
Brands often act as cultural symbols and influencers. They address social and environmental issues, which can be both a marketing strategy and a way to make a positive impact on society. Moreover, brands can serve as unifying forces, bringing people together under a common banner and shared values.
Getting It Wrong Could Mean Disaster
Rebranding is a strategic process that, when executed thoughtfully, can breathe new life into a brand and invigorate consumer interest. However, when brand announcements go wrong, the consequences can be severe.
Unfortunately, it’s often a lack of strategic planning and understanding of the core identity of the brand can result in major setbacks, financial losses, and damage to the brand’s reputation.
Two notable examples underscore the perils of ill-conceived rebranding efforts. In the case of clothing brand Gap, the decision to overhaul its iconic logo in 2010 was a giant misstep. The redesign aimed to modernize the brand, and let’s just say it wasn’t well received.
Loyalists and critics alike thought the new logo had a corporate and uninspired look, receiving strong backlash across the board. Recognizing the mistake, Gap reverted to its classic logo just six days later.
Similarly, Tropicana attempted to rejuvenate their image in 2009 and align with contemporary trends. So, the organization revamped the packaging of its premium product – not to mention spent tens of millions of dollars on advertising to launch the new look.
As you’ve likely guessed by now, the new branding didn’t go over well and caused confusion among loyal customers, leading to a 20% drop in sales within two months.
These examples underscore the importance of strategic planning and market understanding when embarking on rebranding efforts, demonstrating the dire consequences of announcing a rebranding without a clear strategy and understanding of the brand’s identity.
Success is Spelled “Integrated” and Starts With Your Internal Audiences
A successful brand unveiling requires an integrated approach, aligning multiple elements to create a cohesive and impactful brand message. The Spin Sucks PESO model (Paid, Earned, Shared, Owned) has never been more vital in this digital age.
A successful brand launch utilizes all these elements, ensuring consistent messaging and broader reach that reinforces key messaging and aligns your brand values with the values of the customers and audiences you’re trying to reach. Your website, blog, social media, ads, earned media, and other communication channels should all convey a consistent brand story, values, and personality.
Aligning messaging across channels is crucial for maintaining a strong and coherent brand image. Inconsistent messaging can confuse customers and dilute your brand’s identity, which spells disaster if you’re trying to introduce something new.
While you external stakeholders are a critical part of this equation, internal stakeholders hold the key to successfully launching your brand. Internal stakeholders, particularly employees, can serve as essential brand advocates.
They embody the brand’s values and culture, which should be consistently communicated both internally and externally. When employees are aligned with the brand’s message, they become brand ambassadors, promoting it with authenticity and enthusiasm. In turn, this can positively impact the brand’s reputation and customer relationships.
What To Remember When Communicating Your Brand
Like all strategic communications campaigns, communicating your brand starts with understanding who you represent, how they like to be communicated with, and what will resonate with them in a meaningful way.
There are as many ways to announce a brand as there are brands in the marketplace. Some get really creative while others implement tried and true methods (but let’s face it, we’re here to get creative).
As you are planning your brand launch and outlining your strategic communications plan, think about these 7 things to ensure you’re getting it right:
1. Brand Values and Language Need to Align:
Think about your values and use language that supports them. Your brand’s core values should guide your communication. Use language that reflects these values in all your messaging, both internal and external. Authenticity is crucial in establishing trust with your audience.
2. Set an Aspirational Goal:
Don’t settle – instead think about what you want people to take away. Define the impression you want to leave in people’s minds. What should they think and feel after encountering your brand? This goal should guide your communication strategy.
3. Get creative:
Don’t worry about what’s been done before: Originality can set your brand apart. Brainstorm unique ways to connect with your target audience and capture their attention. Whether it’s a creative ad campaign or a compelling social media strategy, innovation can be a powerful tool.
4. Prioritize Your Internal Stakeholders:
Your internal audiences, most of the time your employees, are your front-line brand advocates. Invest in their understanding of your brand and ensure they align with its values and mission. When your team believes in your brand, it will be reflected in their interactions with customers.
5. Get Specific – Don’t be Everything to Everyone:
Trying to appeal to everyone can dilute your brand’s identity and weaken your message. Focus on your target audience and tailor your communication to address their specific needs and preferences.
6. Think About Your Channels:
Go to where your key stakeholders are. Understand where your target audience spends their time and tailor your communication strategy accordingly. If your customers are active on social media, focus your efforts there. If not, find out where they are and engage with them on their terms.
7. Be Open to Feedback:
Effective communication is a two-way street. Encourage feedback from your audience and actively engage in conversations. Listen to their concerns, address their questions, and adapt your brand communication based on their insights. Building a dialogue with your customers can foster stronger relationships and trust.
The success of your brand’s communication lies in its ability to connect with your audience on a deep, emotional level. By understanding your values, setting clear goals, being creative, and involving your stakeholders, you can create a compelling brand identity. An integrated approach using the PESO model ensures that your message is consistent and reaches a wider audience.
In a rapidly evolving communication landscape, brands that communicate effectively are more likely to build lasting relationships with their customers and remain influential in society.
More Strategic Thoughts
Here are some additional posts to help as you create your Strategic Communications campaigns and plan your announcements:
– Transforming Content Creation and Public Relations with AI– Timing is Everything: Tips on When to Make Your Announcement
– Why You Should Take the “It’s THEIR Platform” Mentality for Social Media
– Do I Really Need A Strategic Communications Plan?
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
