The word “Branding” has many convoluted interpretations. 
 
One of the most common, is that a brand is a logo or a visual identity. 
 
Now although the visual presentation of a brand is very important, it’s pales in comparison to the importance of a brands communication and messaging strategy. 
 
A brand is nothing if not a means to provide the audience a compelling and consistent reason to choose it over it’s competitors 
 
Brands that place heavy emphasis on how they communicate their message, are at a distinct advantage to visual brands. 
 
Here are 8 tips to help you nail your brand communication strategy.

8 Brand Communication Strategy Tips & Techniques

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Tip 1: Segment Your Market

Every market is made up of different groups of people which are referred to as market segments.

The people within each segment share more relevant characteristics with each other than they do with those in other segments.  

When you segment your market and identify the segments you want to prioritise, your chances of landing your message significantly increases.

So make sure you take the time to dissect your market and Identify those you want to target as a priority. 

Tip 2: Create Detailed Audience Personas

For each market segment Identified, you want to create a highly detailed audience persona to bring the details of that group of people to life.

Who are they?

Where do they life?

What do they drive?

What do they like to do on the weekends?

This persona begins to bring some individual tangibility to the group of people in your targeted segments, but this is still just the starting point.

Demographics and psychographics outlining their circumstances and habits are the bare basics but in reality, you need to dig a lot deeper to be able to develop brand communication that connects. 

Tip 3: Clarify Their Unique Challenges

What makes one market segment different from the next is not about their demographics or circumstances of their lives.

Of course a group of people earning 150k+ or more represents those who can afford a more luxury brand, but demographic segmentation is simply not enough.

When you understand their behaviours, objectives and more specifically their challenges and the emotions connected to those challenges you have many angles you can truly resonate from.

So after segmenting your market and creating your personas, be sure to get the clarity on the unique challenges and pain-points of each segment.