You are a CMO and the company is still in the company of many other similar companies, so standing out is not applicable. You would like it that when someone calls your company name, they immediately have your product in mind. Then you have achieved your goal and you are immediately a brand. In order to pursue this ambition, it is of primary importance that a good strategy for brand communication is set up. Communication on the internet and social media with good content gives the right branding to your company and product.
Brand communication strategy
The most important aspect of the strategy is knowing the target group. And knowing is really knowing. You can only make a difference from the competition if you know the target group inside and out. And you need relevant data for that. Then you can personalize the content as much as possible and really reach the target group.
Brand awareness
Once you have completed the previous phase, it is time to provide answers to the questions that emerged from the social media research by mt/sprout insight.
What is my organization's guiding mission or vision summarized in a few sentences?
What is the unique strength and added value as a 'brand'?
What sets us apart from the competition?
Is it known how the competition positions itself and what this means for us?
What is an average customer journey like?
What are the core values of the organization?
Who is our target group and how has this been translated into actionable buyer personas?
When was the last time market research was done?
What are the five most common customer questions + customer frustrations?
What is our goal?
How do we determine and measure the success of our objectives?
Every question must be discussed internally. Take your time with this, because it is the basics. Try to make everyone aware of this and that they support the answers. These questions, when answered, will provide more insight into our own position. These should be the starting points for developing objectives.
Execute brand communications
Now comes the brand communication phase. The contents for this must be transparent and open. Don't let it be one-sided, but try to open communication with the target group. The content must fit the message and the target group. Writing good content is difficult, because creativity, uniqueness, surprising and distinctive must be taken into account. Not a simple task, but it can provide differentiation from competitors. And personalize if possible. Building a brand starts with brand experience, content that evokes emotion and the connection with the target group. The REAN model (Reach, Engage, Activate and Nurture) can be used to build the brand. One thing that creates a lot of support is user-generated content. The target group creates content itself, so to speak, so make good use of it.
Buyer persona
Buyer personas are detailed descriptions of your most important target group(s). This data provides insight into the needs, behaviors, wishes and objectives of your target group. Use market research that has already been conducted, analytics and, if necessary, assistance from third parties. This gives you the opportunity to communicate your content at the right time, place and target group.
The buyer persona gives you insight into who that customer is, what that customer wants, what problem does the customer encounter and what are the motives for buying your product, etc. Very important information.
Once this has been worked out, it will be clear through which channels communication can take place. But the content must have the right tone and choice of words. Dat wordt de tone of voice genoemd. Suppose you use concepts to use fewer other words, then this cannot be understood. The content of the content should be tailored to the specific target group.
