Effective Communication is Vital to the Survival of your Brand

As business owners, we should constantly be asking ourselves, “how effectively am I communicating my brand?” Your brand can be defined as your product or your service.

Chances are that advertisers of products and services similar to yours, are all competing within the same marketing arena as you. This means that there are a whole lot of adverts all vying for the attention of the same people. Imagine a soccer stadium filled with spectators and on the field, 100 soccer teams all trying to participate in a game of soccer, all trying to score a goal and beat their opponents. With this many teams on the field, the players very likely don’t even know who their opponents are, let alone how they are going to score.

And that’s pretty much how it is in business particularly for those who are owners of smaller businesses without huge capital to lay out for market research companies who are expert at assisting in defining target audience and competition.

And because of this, your communication only has about 3 seconds to catch the attention of your viewer. Whether it be that you are advertising in print media, on billboards or on the internet and social media – the average length of time that anyone will spend looking at what you have to say, is 3 seconds. Unless… you are able to attract their attention long enough for them to read what you have to say.

The AIDA Rule
The AIDA rule applies in absolutely any form of communication that you may be preparing – whether it’s an email, advert, press release, television commercial or a video message. Effective communication needs to capture:

A –attention
I – interest
D – desire
A – action

In short, this means that your communication must attract the attention of your viewer, peak their interest, create a desire and a call to action. How you do this is through great imagery, catchy messaging or catch line, stirring of emotion and invoking a desire of the viewer to do something.

When advertising your products and services, try to communicate with your audience in a way that you satisfy their needs, wants and desires, qualities of products and services and where these products and services can be obtained. It’s all about showing you care!

It is important that you devise a marketing campaign. Decide on what it is that you want to achieve through the marketing campaign and then :

• Devise your messaging using who, what, how, where, when, why
• Choose appropriate style of communication – remember unity, coherence and right emphasis
• Decide on your channels of communication and what elements would be used on what channels. This is where your understanding of the importance of visual communication comes into play
• Decide on length of campaign and frequency of adverts / communication
• What other activities / elements are going to be applied in support of the marketing campaign

Consistency in messaging, imagery and frequency is key to the success of your campaign. In order to be effective, you need to create top of mind awareness and this can only be achieved if you are constantly where your readers are.

Non-verbal Communication
Be aware of your non-verbal communication. This means that you need to pay absolute attention to every detail of all your communications. Many times what you say through non-verbal communication can have a much stronger impact than the messaging that you put out.

Always use high resolution images – images that are sharp and clear say much more about you than images that are blurry and obviously been saved from the web somewhere. This applies especially for print media. Note that high resolution images can take long to download by your client.

Rather take the resolution of an image down than begin with a blurred image

Have a defined corporate image which then ensures that you have consistency
• in tone of voice
• in use of visuals
• language (formal or informal)
• fonts
• colours
• graphic illustrations
• use of your logo
• layout of communications

Consistent effective communication of your brand, business, products and services can only be achieved through you the business owner, knowing and understanding what your corporate identity is.

If you do not have a clearly defined corporate identity, let MFP Design Studio develop one for you and prepare your corporate identity guidelines. It’s simple and can be achieved even if you have been conducting business for many years. All you need is your current logo and vision for what you believe your identity is.

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