How do you communicate with the brand identity

Brand communicationRules for a successful self-presentation

In order for the communication of their own brand to succeed and not fizzle out, companies have to define their goals and messages. One-stop communication is the motto.

Successful communication has two parameters: communication quality and communication pressure. Communication pressure is generated via the communication mix, the regular use of the relevant communication channels. This is a matter of communication planning, allocation of resources and budget.

Messages often don't get through

Small and medium-sized companies in particular often lack the necessary resources and the budget provided is usually tight. Orders are quickly placed in day-to-day business driven by short-term opportunities and communication content is not put together carefully enough. Even when the most important communication tasks are processed, the communication effect remains fragile. The messages don't arrive. The market presence is diffuse, the communication confusing, heterogeneous, sometimes even contradicting itself.

Anyone who wants to communicate successfully with their customers should think about the quality of communication and how to improve it. The following basic rules provide a guide for this:

Approach brand communication professionally

Learning from the great means learning to win. Do like the big companies and approach your brand communication professionally, even if you don't have your own communication department and your resources are smaller. After all, your markets are also smaller, your offerings are more focused, and your company is clearer and easier to manage. Do not tolerate amateurism in your communication. The communication effect is not a sure-fire success.

Define strategic goals

Make it clear what you want:

  • More awareness?
  • Addressing new markets and target groups?
  • Improve your image?
  • Internationalize your branding?
  • Repositioning your brand?
  • Become a brand in the first place?
  • Get existing and potential customers enthusiastic about your products?
  • Get your employees on board?
  • Promote your activities?

Structure and prioritize your communication goals and put them in writing.

Define brand identity

Describe in a few words what defines your brand identity. This includes answering the following questions:

  • Who are you and what drives you?
  • Which markets do you serve?
  • What is the difference between you and your competitors?
  • What benefits do you create for customers, employees, investors, owners, partners, suppliers or society?
  • What values ​​do you stand for?
  • What overarching goals do you have?

Also describe in which price segment you are operating and which value your brand should convey. Put this in writing, the shorter and more concise the better. Also pay attention to the consistency of your statements.

Free yourself from the inside view of your organization. Your offer should not reflect your organizational structure and the departments of your company, but should be tailored to the needs of your customers. To do this, take your customers' perspective. Bring your products and services into a comprehensible system. Do not make yourself a slave to your production and development and their alphanumeric codes and technical words monsters. Give your products good names. Provide a self-explanatory nomenclature and make sure that your system is expandable, i.e. future-proof.

Now describe your products, at least the most important ones. Bring performance and function as well as customer benefits to the point. Remember: working out customer benefit is the most difficult, but it is the most important.

Develop brand promises and central messages

You have defined your identity and your offer and thus your brand essence, the basis of your entire brand presence. Now derive your brand promise, your central messages and your basic emotional attitude from it. Develop standard texts in different lengths. Both for your company and your products. A claim or slogan that sums up your brand promise could also be helpful.

Develop corporate design

A corporate design creates your brand essence visually. In part it can convey the brand essence directly, in part it can only support it. In any case, it must not contradict him. At the same time, it should differentiate you from the competition and make your brand clearly recognizable. If you already have a corporate design, check it out and develop it further according to your brand essence.

Develop communication strategy

Now plan your communication mix based on your communication goals:

  • Plan your public relations and advertising: press releases, specialist articles, interviews, events or campaigns.
  • Determine the communication channels that are relevant to you, offline and online.
  • Determine suitable media: brochures, posters, promotional gifts, business stationery or websites.
  • Establish a schedule and budget for measures.
  • Determine who does what and what is outsourced.

Communicate from a single source

Communication is always integrated, brand communication is always self-expression. No matter what communication medium, no matter what communication channel, no matter what communication occasion - you always communicate the same! Vary it, incorporate your respective communication content, but always make sure that your brand essence is adequately conveyed. This is the only way to get your brand identity and your central messages into the minds of your target groups in the long term.

Use your standard texts for this and apply your corporate design consistently. Communicate professionally: Don't tolerate anything that contradicts your brand.

Appoint Head of Communications

Even without your own communications department, someone has to plan, coordinate and - most importantly - take care of quality assurance. Your communications manager should therefore have an adequate educational background and have or acquire the necessary know-how. And he should be experienced in leadership and equipped with sufficient skills to ensure successful brand communication across departments.

Turn brand identity into corporate identity

By implementing your brand identity in your corporate culture and processes, you create a strong and sustainable corporate identity. This not only increases your attractiveness for customers, but also your attractiveness as an employer. Because what you communicate to the outside world is also lived and practiced from within.

You have a consistent corporate identity or corporate brand if your brand identity shapes the behavior of your employees and managers and is anchored in your corporate strategy. This is how you build trust and credibility. In communication as well as in real contact with customers, employees, capital and the labor market.

See the management manual for this

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