A ‘brand’ refers to the identity of a company. Therefore, it is important to have a logo, tagline, name, and symbol aligned to the goals of your company as these are the intangible features that first represent your brand and ultimately shape an opinion about it. It is an image from company’s point of view and how they want their audience to perceive them. But, what about the audience? Are they perceiving it as the company wants them to see it? To make the audience see your brand in the same way, it is essential to clearly define a creative brand communication strategy.
Most of you might remember the ‘Touch of Care’ campaign where ‘Vicks’ weaved a beautiful story with two controversial topics ‘Transgender Rights’ and ‘Adoption.’ The video based on a true story is about a transgender and a social activist, Gauri Sawant, who adopted an orphan, ‘Gayatri’, and fights against societal stigma to raise her as her own child. The story ends with Gayatri vowing to become a lawyer as soon as she grows up to ensure equal rights for her mother, for Transgender in India. Vicks brand philosophy of ‘Everyone deserves a touch of care’ is at the heart of this campaign. This is how a brand communicate its message to the audience while aligning them with the core values of company.
Now that you have a better understanding of the importance of brand communication strategy, you need to focus on how it can be implemented. It is definitely not an easy task which is why companies hire brand communication agencies like us. We as a brand communication agency, help brands to firstly understand their audience and then accordingly position them in the marketplace through the right mediums. We at The Marcom Avenue, assure a flexible and agile brand communication strategy to the audience informed by proper analysis that results in long term association.
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