Brand tip: Brand communication cycle

Brand communication should be a cycle of out-going messages and in-coming responses. Your brand isn't just what you say, it's what people say (and think, feel etc.) about you. Do you listen?

For any business (whether you're Coca Cola or a local plumber) you can only control what you say (your message), and how you say it (the media you use to communicate). You can't control how people respond. All you can do is influence them.

So it's important to understand your audience. What messages will have the most impact? What are the issues effecting them? How do they want to engage with you? Is it online, or is it face to face. The better you understand your audience, the greater the opportunity you will have to influence their behaviour.

But what should that behaviour be? How do you want your audience to react? If you don't have a clear vision for what their reaction should be, you can't tell whether you have been successful.

So don't just plan what you say, and how you say it. Plan what you want to hear, and understand what that will mean for you. A strong brand is built on a strong vision.


If you would like to know more about building a strong brand, email jonathan@alderandalder.co.uk or call 01392 248107

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