 |
|
|
|
|
|
|
|
|
|
|
|
 |
|
||||||||||
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
|
 |
 |
 |
 |
 |
|
||||||
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
Brand Communication
How to communicate your brand
Where do you get a Brand Promise?
Don't touch that logo
Brand Contract
What's your Brand Value Proposition?
Effective Brand Communication
"The secret to being boring is to tell everything." — Voltaire
Branding is an ongoing effort that requires frequent and consistent communication. For professional membership societies and trade associations, there is a tendency to talk about membership benefits, products and services that many customers find irrelevant or take for granted (e.g., member discounts, networking, advocacy). As a result, most advertising looks alike, sounds alike and fails to appeal to today's audience.
In order to make the most of limited advertising dollars, an effective brand campaign should be single-minded in its focus, and adaptable to all media necessary to most effectively reach the target audience.
Communications should:
- Get
the audience to stop and pay attention.
All representations of the message(s) — visual, written or audio — must
be arresting and memorable.
- Appeal
to emotions.
Connect with your audience on an emotional level before you try to convince
them of the benefits of your service. Use humor, wit, fear or tug at
the heartstrings.
- Involve
the audience in the message.
Don't tell the whole story in the headline, use intrigue to get the
audience involved.
- Keep
it simple and powerful.
Each communication should offer only one message. The sum of the messages
will equal the total brand image.
- Demonstrate the core benefit to the customer. Stop explaining what you are doing and how. Illustrate the benefit by focusing on a concept that will motivate the customer into action.
Previous: What's your Brand Value Proposition?
