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.

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Brands Live In The Mind

In his widely popular book “The Brand GapMarty 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 via multi-channel content marketing strategies, 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. With every new touchpoint, your target audience builds a better understanding of how relevant, credible, or interesting your brand is (or is not).

The reality is, no matter what level of brand awareness a business has, it 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 target audiences’ minds, we can most certainly influence them across multiple touchpoints with a communications strategy that informs the stories we tell across traditional and digital marketing materials.

And do we do that?

The Brand Communication Strategy of course.

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