The language of success: how communication elevates your brand
August 30, 2023
What is brand communication?
Brand communication is how a brand conveys messages – encouraging your audience to feel a certain way and motivating them to take a specific action. This communication can include:
- Social media marketing
- Ad campaigns
- Video content
- Blog posts
- Customer service
While great brand communication can differ between platforms, formats and channels, your brand’s unique voice must always shine through. Why? Well, when the language and messaging you use don’t consistently support your brand, it can weaken your credibility. So, what are the benefits of effective brand communication?
- Improved authority on what you offer
- Greater differentiation from your competitors
- Boosted brand loyalty
- Increased brand awareness and market share
By strategically aligning your messaging, imagery, and tone, you can craft brand communication that resonates with your audience, reinforces your identity and frames the entire customer experience. But how?
A brand might be well-liked, but if it fails to align itself with the emotions that drive its customers’ most profitable behaviours, then there’s room for improvement.
To establish a genuine connection with your audience, you need to communicate in the same language as they do and to reach them where they hang out – which means knowing who they are, inside and out. If you’re just starting to develop your brand voice, delving into your buyer personas is the best place to begin. As we said in our buyer persona post:
“There’s a huge difference between the success of a brand that says their audience is ‘Women, aged 25-35 who like shopping’ and those who do their research and create a buyer persona called Alliyah, who ‘is a 32-year-old GP, earns $198K per year, loves shopping on their mobile device for football gear, consumes educational tutorial videos on TikTok and listens to sporting podcasts’.”
Knowing what your brand stands for ensures your branding decisions are guided by a clear purpose and direction. It also fosters loyalty because, let’s face it, we all prefer that friend who knows what they believe in and has values we align with. In fact, according to one study, around 94% of consumers surveyed globally agree that it’s important that the companies they support have a strong purpose.
A brand is about more than what it sells or how it looks. What’s the reason your brand exists? Are you hoping to save the planet? Create a shift in perception? Empower others? Make people’s lives better in some way?
At Taylor & Grace, we help create brands that move people. Brands that forge an emotional connection. Brands that people believe in. Brands that compel people to act. If you need a hand defining what your brand stands for, get in touch.
A study conducted by the Harvard Business Review revealed that emotionally engaged customers aren’t just more loyal; they are also worth up to two times more in terms of their lifetime value compared to customers who are merely satisfied. And what’s the best way to be engaging? In our experience, it’s being human.
Airbnb does a great job of humanising its brand through the power of storytelling, and, in their case, stories are picked straight from their community. Have you seen the ads? Heartwarming stories of real humans doing fun things like making sushi in Japan or sitting around a dining table laughing.
The catch? You’ve got to be real. Audiences know how to spot a fraud from a mile away. That means there’s no point trying to come up with a compelling brand story or humanised brand voice if it’s fictional. You have to convey what you actually stand for, or your potential customers will see straight through you and move on.
When you communicate in a relatable way, you can tap into the fundamental emotional triggers that drive consumer decisions – meaning higher engagement, better conversions and, ultimately, business growth.
If you’d like to learn more about brand creation and to become a true leader in your marketplace, download our FREE ebook.