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Simple Steps for a Successful Branding

Brand communication is an ongoing interaction with customers with a focus on building the company’s reputation. Consistent and reliable messages throughout the multiple touch points – be it social media, print, packaging or email-help pave the way for meaningful communication between brands and potential customers.

According to Jeff Bezos “, a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”


Be genuine

The “smart” consumer (literally and figuratively) of today expects brands to be digitally savvy and demands a high level of engagement at multiple touch points. The smart consumer is not only armed with the latest gadgets, smartphones and high-speed internet but also well-informed thanks to the ubiquitous social media. Gen X or Y spends close to 80% of the time hanging out on social media. They depend on social media for everything starting from current affairs, entertainment, product recommendations and social interactions.

Related Article: Why Small Businesses Need to Invest in Social Media

Being smart and savvy, the digital age consumer expects nothing but the most authentic information from brands. Gone are the days of traditional hard sells with bloated larger than life claims.

The smart generation is adept at sniffing out and filtering false claims and detests hard sell as much as they abhor lethargic internet speeds.

Appeal to their social consciousness while developing authentic and direct brand communication strategies for this digital age audience. This generation is likely to identify with social cause be it environment-protection or an inclusive society and appreciates brands that have a social responsibility.

Converse in the right tone

Brands are faceless if they are only talking about themselves and pushing their products or services all the time. The smart age consumer does not feel connected with brands that focus only on the hard sell. While communication has to be about the content, it is also about the tone. Tone and voice are what humanize a brand that customers can interact and engage with.

Depending on who your target audience is, employ the natural tone to communicate with them. Ensure the tone matches the social media or print format of communication.

Develop a brand personality

Brands are memorable for their distinct personality. For instance, Woodland has built a successful persona around being “adventurous and wild” that matches their rugged and “outdoorsy” shoes.

A well thought out communication strategy lays the foundation for a long-term association

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