How to match your communication style to your brand?
Posted: Sat Dec 07, 2024 8:49 am
Remember that TV advert for a bank where everyone was shouting at each other? Or that soft drink advert where overweight people were sitting on the couch watching TV? Or that advert for a new car that was cruising down city streets, dragging itself in traffic? Of course you don't remember them, because those ads never came out. Why? It's simple - that kind of message doesn't fit either the brand's style or the customers.
The power of association
Banks are supposed to be serious and maybe even a bit boring, but they should certainly be associated with certainty, professionalism, safety, and not screaming, stress, and tension. Soft drinks are something for young, active people who lead exciting lives. Cars are presented as the rulers of open roads, surprisingly empty, even during rush hour. Who doesn't imagine themselves behind the wheel of a new car, which is a pleasure to drive, and nothing around them bothers? This vision is certainly nicer than flashbacks from the morning traffic jam on the way to the office.
These are just a few examples of what we subconsciously telecommunication industry in israel process when we encounter brand communications, which is pretty much all the time. The images, words, and overall feeling it evokes must somehow “fit” with the deeper, more fundamental impressions we have about a given company or product category. When they don’t, we can immediately sense that something is…off.
When a brand's communication styles clash with its core values, consumers become confused, and that's a sure-fire path to disaster. Adequate, well-tailored brand communication at every stage and in every channel is a necessary step to building customer trust, engagement, and ultimately, encouraging purchases.
Who are you? Who is your audience?
Getting the tone right in your brand communication starts with a clear understanding of its nature and how it is to be perceived. It’s important to understand that a brand, like a person, has its own personality, rules, and behavior. It sounds a bit like fun, but when creating brand communication, think about it seriously. Think about it: if your company was an individual, what kind of individual would it be? Serious, funny, provocative, conservative, or maybe a little rebellious and going against the grain? From this perspective, you’ll see it everywhere – well-known brands are associated with specific traits, and their personality is consistent. And that’s the point.
Your brand’s personality is like a compass for you, telling you what words to use on product packaging, in a social media post, on a banner, or in a TV ad. The direction you choose will affect the target group you reach, so you need to identify your users and customers well – their needs, tastes, preferences, what they are like and what their aspirations are.
The power of association
Banks are supposed to be serious and maybe even a bit boring, but they should certainly be associated with certainty, professionalism, safety, and not screaming, stress, and tension. Soft drinks are something for young, active people who lead exciting lives. Cars are presented as the rulers of open roads, surprisingly empty, even during rush hour. Who doesn't imagine themselves behind the wheel of a new car, which is a pleasure to drive, and nothing around them bothers? This vision is certainly nicer than flashbacks from the morning traffic jam on the way to the office.
These are just a few examples of what we subconsciously telecommunication industry in israel process when we encounter brand communications, which is pretty much all the time. The images, words, and overall feeling it evokes must somehow “fit” with the deeper, more fundamental impressions we have about a given company or product category. When they don’t, we can immediately sense that something is…off.
When a brand's communication styles clash with its core values, consumers become confused, and that's a sure-fire path to disaster. Adequate, well-tailored brand communication at every stage and in every channel is a necessary step to building customer trust, engagement, and ultimately, encouraging purchases.
Who are you? Who is your audience?
Getting the tone right in your brand communication starts with a clear understanding of its nature and how it is to be perceived. It’s important to understand that a brand, like a person, has its own personality, rules, and behavior. It sounds a bit like fun, but when creating brand communication, think about it seriously. Think about it: if your company was an individual, what kind of individual would it be? Serious, funny, provocative, conservative, or maybe a little rebellious and going against the grain? From this perspective, you’ll see it everywhere – well-known brands are associated with specific traits, and their personality is consistent. And that’s the point.
Your brand’s personality is like a compass for you, telling you what words to use on product packaging, in a social media post, on a banner, or in a TV ad. The direction you choose will affect the target group you reach, so you need to identify your users and customers well – their needs, tastes, preferences, what they are like and what their aspirations are.