Brand Communications Strategy:
The Definitive Guide

The brand communications strategy is the silent assassin for any brand that has taken the time to develop it effectively.

There are plenty of branding terms that get plenty of pixel space such as brand design, visual identity, brand personality and of course brand strategy.

There has been considerably less time by considerably fewer branding experts afforded to the seemingly less sexy “brand communication strategy”.

In this article, you’ll see why this strategic branding element can penetrate hearts and mind and shape perceptions.

brand communication strategy header
brand communication strategy header

The brand communications strategy is the silent assassin for any brand that has taken the time to develop it effectively.

There are plenty of branding terms that get plenty of pixel space such as brand design, visual identity, brand personality and of course brand strategy.

There has been considerably less time by considerably fewer branding experts afforded to the seemingly less sexy “brand communication strategy”.

In this article, you’ll see why this strategic branding element can penetrate hearts and mind and shape perceptions.

The Critical Role Of Brand Messaging

brand communication strategy idea

Believe it or not, in many corners, there are those that believe that branding is a collection of visual elements designed to create a distinction when compared to other brands.

While aesthetics certainly play a role in distinguishing one brand from the next, when it comes to making buying decisions and deciding which brands to adopt, the role of visuals is insignificant when compared to messaging.

As consumers, we quickly move past how something looks to get to what we want to know.

How can this brand, this product or this service make my life better and why should I care?

That is where a brand’s communication strategy steps in.

Get The FREE PRO Brand Strategy BluePrint Now

Want to build brand strategies like a PRO?

Download this FREE BluePrint to get the EXACT FRAMEWORK used by TOP AGENCIES to build brand strategies for their clients.

Avoid the mistakes that 95% of amateur brand-builders make and create strategic brands like a PRO.

SEND ME MY FREE BLUEPRINT NOW

PRO Brand
Strategy BluePrint

Build brands like a Pro Brand Strategist
with this proven Strategy Blueprint.
SEND IT
pro
close-link

Brands Live In The Mind

In his widely popular book “The Brand Gap” Marty Nuemeier said:

A Brand is not what you say it is, it’s what they say it is.

In other words, although brands spend billions of dollars a year to control their image in the market, ultimately, the consumer decides in their mind what that image means to them.

Brands therefore don’t live on street corners, on digital platforms or on billboards.

They live (and die) in the minds’ of their audience.

Effective Communication Shapes Perceptions

brand communication strategy perception

Brands have been described in many ways and I often make a point of describing what the term means in as few words as possible.

If I had to pick a single word as a descriptor, I’d choose the word

Perceptions

If a brand lives in the mind of the audience, then it is shaped by the perceptions of that audience in their individual minds.

The reality is, a brand doesn’t actually have control over how the consumer perceives the brand.

“Really? No control….So what’s the point in branding then if a brand doesn’t actually have control over perceptions?”… one might say

Well, although as brand builders, we cannot control our audiences’ minds, we can most certainly influence them.

And do we do that?

The Brand Communication Strategy of course.

How Neuroscience Is Evolving Communication

brand communication strategy neural connection

Neuroscience is a rapidly evolving field that has uncovered much about the human brain that we never knew (or at least couldn’t scientifically put our finger on).

Every year scientists uncover more and more about the way we behave as humans, the repetitive patterns we follow and why we do what we do.

We now understand that a vital part of our decision making process is through our emotional limbic system in our brain.

So much so that brain-damaged patients left devoid of emotion struggle to make the most elementary decisions.

What does this mean?

The way to your audience is not through the head… It’s through the heart .

How To Develop A Brand Communication Strategy

brand communication strategy development

It’s not difficult to find an article or a video that will wrap your communication strategy up into a single core message.

The reality is, in the modern environment, consumers need 7-8 touch points on average to even take notice of you brand.

With that in mind, you need a communication strategy that’s a little more comprehensive.

Step 1:
Know Your Audience’s Journey

Let’s assume you’ve already got a grasp of your audience from a “Demographic” and “Psychographic” point of view.

Though many an article will put these two audience analysis tools on a pedestal, the reality is, they don’t tell you too much about who the person really is.

By understanding the journey your audience is on, you can begin to understand what they’re going through within their lives.

Where are they coming from?

Where are they going?

What are they trying to achieve?

What obstacles are in the way?

These questions will get to the crux of who these people are and why the existence of your brand and the solution it offers is so important.

Step 2:
Uncover Their Pain-Points & Emotional Investment

brand communication strategy pain

Understanding the journey of your customer opens up their real world to allow for empathy.

Where they’re coming from means something to them

Where they’re going means something to them

What they’re trying to achieve means something to them

What obstacles are in their way means something to them

While many marketers and entrepreneurs go through the motions to get to “selling” as quickly as possible, strategic brand builders that spend extra time on this section reap the rewards later on.

brand communication strategy abraham lincoln

As Abraham Lincoln once said

“Give me six hours to chop down a tree, I’ll spend the first four sharpening the axe.”

Uncovering exactly what their journey and their obstacles mean to them and the emotions they have attached gives a brand a sharp axe.

Step 3:
Know Your Position

Before the brand communication strategy comes to life, the brand strategist will have done their due diligence.

They’ll have applied creative thinking to uncover an opportunity to develop out a differentiation strategy and ultimately a position in the market for the brand.

This position will distinguish the brand in the competitive landscape and outline why it’s different.

Before a single message is crafted, this position much be clearly defined.

Step 4:
Gain Clarity In Your Value

brand communication strategy standout

The key differentiator and the positioning strategy marks the spot where the brand will stand.

From here, the brand strategist works to clarify exactly what the value of that position is to the audience.

In other words, what does this position mean and why should the audience care and ultimately, how will it make their lives better?

Clarity in both position and value are key ingredients to an effective communication strategy and no message should be crafted without it.

Step 5:
Develop Your Core Message

brand communication strategy message

With the position and the clear value of that position to the audience outlined, it’s time to develop the core message.

The core message is widely considered to be the cornerstone of the communications strategy.

I disagree.

The reality is, it simply distills the key messages a brand should communicate so the brand representatives are clear on what the “underlying” message should be.

That said, the distilled core message is still important and it plants a flag in the ground outlining the summary of the overall message.

The core message however is not a tool that can be used time an again by the brand manager, that’s the role of the next step.

Step 6:
Clarify Your Key Messages

The core message places the crosshairs in the general direction of where the messaging should go though more detail is required.

The average brand today has a complex web of touchpoints representing the front lines of the brand.

A core message is not going to help you craft messages for so many touch points, which is why your brand communication strategy needs a coordinated effort.

The positioning strategy, the value of that difference and the core message all represent a series of key messages that must all work together to shape the perceptions in the mind of the audience.

Clarify exactly what your audience should know about your brand that would shape their perceptions to create the desired image for the brand.

Step 7:
Integrate Meaning & Emotion

brand communication strategy comic

With a comprehensive list of key messages, you can now reverse engineer these messages to uncover the emotions each one will appeal to.

Remember, we make most of our decisions through our emotional brain.

Every last one of your branding messages therefore, must consider the emotion its appealing to and use the relevant language and tone to evoke that emotion.

It’s important to note here; you’re not trying to get your audience to fall in