For companies, standing out isn’t just a goal — it’s a must. People are inundated with noisy brands, desperate to get their attention on TV, on their phones, even in public restrooms (I’ve seen it happen).
Brand communication is the key to creating a connection between your company and your audience. A whopping 77% of consumers make purchasing decisions based on a brand name. Good brand communication helps your customers think of you first when they need your product — or better yet — it helps them realize they need it in the first place.
Think about Nike’s iconic “Just Do It” tagline or Apple’s classic sleek and clean look to all their ads. Doritos even ran an ad campaign where they didn’t share their name or logo. Talk about brand recognition.
These are the kinds of strategies that build trust, boost brand recall, and keep customers coming back. But how do you create a brand communication strategy that hits home? In this guide, I’ll share the core elements of effective brand communication, its benefits, and actionable steps to craft a strategy that makes your brand stand out.
Some key takeaways from this article include:
- Understanding what brand communication is and why it’s important
- The benefits of having a strong brand communication strategy
- Key steps to achieve a solid brand communication strategy
- A few brand communication examples
What is brand communication?
Brand communication is how we express our brand’s message, values, and personality to the world. It’s about ensuring that every touchpoint, from advertisements to customer service, tells a consistent and compelling story.
When done right, brand communication isn’t just about selling products or services — it’s about building a genuine relationship with your audience. This can lead to long-term trust and loyalty, turning one-time buyers into passionate brand advocates.
Importance of brand communication
Think about a piece of brand communication you like. It instantly came to mind, right? That’s why brand communication is so important. Because when you have a need, the product you purchase will most likely be the most memorable, trustworthy, and authentic brand to you.
Trust forms the bedrock of any enduring relationship, and mastering brand communication can help you lay this foundation. Take Apple, for example; their unwavering message, from polished ads to intuitive product design, has cultivated a sense of reliability. This consistency ensures that customers always know what to expect, deepening the connection between the brand and its audience.
Another quality of a strong brand is authenticity. In fact, 68% of consumers say they would rather buy from a brand that demonstrates authenticity and transparency. When a brand can forge a genuine emotional bond with its customers, it’s more likely to foster long-lasting relationships.
Dove’s “Real Beauty” campaign boldly challenges conventional beauty norms and embraces diversity — and as a result, forged a deep and meaningful connection with its audience. This authenticity has not only bolstered brand loyalty but has also helped Dove distinguish itself in a saturated consumer products market.
Top benefits of communicating your brand
Brand communication offers numerous benefits that can significantly enhance a company's visibility, reputation, customer engagement, and revenue. Some of the top benefits include:
Increased brand awareness
Consistent and effective brand communication helps make your brand more recognizable. Whether through advertising, social media, or public relations, strategic brand communication ensures that your brand is seen and remembered by your target audience.
Stronger customer trust
Clear, transparent, and authentic communication builds trust with customers — 81% of consumers need to trust a brand to consider buying from it. When people feel connected to a brand and understand its values, they're more likely to remain loyal and engage with the brand over time.
Enhanced reputation in competitive markets
Through brand communication, you can highlight what makes your brand unique. Whether it’s a specific tone, message, or visual identity, this helps set your business apart from competitors.
Better crisis management
Clear and timely responses can mitigate damage to a brand’s reputation and help maintain customer confidence.
Increased sales and conversions
When customers understand the value of your brand, they are more likely to make purchasing decisions. Effective communication can directly influence buying behavior by presenting your brand in a way that resonates with the consumer's needs and emotions.
Better alignment within the team
When employees are well-informed and genuinely passionate about the brand, they naturally deliver better customer experiences. It’s not just about talking to customers; it’s about living the brand’s values every day. Effective brand communication isn’t just for the outside world — it’s a powerful tool that can drive success from within the organization.
Related: Brand design brainstorm template
Types of brand communications
Brand communication encompasses various types of strategies that help businesses connect with their audience and convey their message effectively. Here are the most common types of brand communication:
Advertising
Definition: Paid promotional content designed to reach a broad audience through various channels (TV, radio, print, online ads).
Example: TV commercials, digital display ads, banner ads, and print ads.
Purpose: To create awareness, increase visibility, and drive sales through targeted campaigns.
Public relations (PR)
Definition: Strategic communication aimed at building and maintaining a positive image of the brand through media coverage, press releases, and events.
Example: Media interviews, press conferences, sponsorships, and influencer partnerships.
Purpose: To manage the public perception of the brand and foster good relationships with the media, stakeholders, and the public.
Social media
Definition: Engaging with consumers through social platforms like Facebook, Instagram, X, LinkedIn, and TikTok.
Example: Posts, stories, tweets, polls, and user-generated content (UGC).
Purpose: To engage directly with customers, build community, and amplify brand messages interactively.
Content marketing
Definition: Creating valuable and relevant content to attract and retain a clearly defined audience.
Example: Blogs, podcasts, videos, webinars, eBooks, and infographics.
Purpose: To provide informative, entertaining, or educational content that strengthens brand positioning and encourages consumer engagement.
Internal communication
Definition: Communication directed internally within the company, aimed at employees and stakeholders.
Example: Newsletters, employee meetings, and internal updates.
Purpose: To align employees with the brand’s values, culture, and goals, ensuring they communicate the brand message consistently.
Customer service communication
Definition: The way a brand interacts with its customers through various support channels.
Example: Phone support, chatbots, help desks, FAQs, and social media interactions.
Purpose: To address customer inquiries, resolve issues, and ensure a positive experience that reflects the brand's image.
Sponsorship & events
Definition: Associating the brand with specific events, causes, or influencers through sponsorship.
Example: Sponsoring a sports team, charity event, or concert.
Purpose: To build positive associations with the brand and engage with audiences on a larger scale.
Influencer marketing
Definition: Collaborating with influencers who have a large following to promote the brand.
Example: Social media posts, product reviews, and sponsored content by influencers.
Purpose: To leverage the trust and authority of influencers to promote the brand authentically to their audience.
Corporate social responsibility (CSR) communication
Definition: Communicating the brand’s efforts to contribute positively to society and the environment.
Example: Sustainability initiatives, charity work, and community programs.
Purpose: To build a brand image that is responsible, ethical, and community-focused, attracting like-minded customers.
Brand Storytelling
Definition: Crafting and sharing a narrative around the brand’s history, values, and mission.
Example: Documentaries, behind-the-scenes content, or customer success stories.
Purpose: To create an emotional connection with the audience, making the brand relatable and memorable.
Email Marketing
Definition: Sending targeted messages to customers or prospects through email.
Example: Newsletters, promotional emails, and personalized offers.
Purpose: To nurture customer relationships, promote offers, and provide relevant content to the audience.
Strengthen your brand communication strategy with Mural
Whatever brand communication style you choose, it’s important to have a single tool that boosts alignment and clarity across brand initiatives. With a collaborative digital workspace like Mural, you can map out your brand communication plans, and create a sense of unity across all working teams.
Mural’s templates make it a breeze to create brand communication plans, saving you time and resources. Rather than starting from scratch, you can use pre-designed templates that walk you through the process, ensuring you cover all the essential elements.
Some Mural features that help with defining brand communication include:
- Infinite canvas
- Mural’s library of templates
- Real-time collaboration tools
- Centralized asset storage
- Integration with other tools
- Customizable visual frameworks
How to create a successful strategy to communicate your brand:
Creating a successful brand communication strategy involves several important steps that help you effectively connect with your target audience, build brand awareness, and foster customer loyalty. Here’s a five-step approach, along with Mural templates, to developing your strategy:
1. Identify your target audience
The very first step to kicking off your brand communication strategy is pinpointing your target audience. Knowing who they are, what they value, and how they take in information is essential.
Dive into market research, sift through customer data, and craft detailed buyer personas to uncover the nuances of your audience’s preferences and behaviors. With this knowledge, you can shape your brand communication to truly connect with the right people.
💡 Pro tip: Use the persona profile template to help identify your ideal audience.
2. Define your core message and tone
Your core message needs to capture the essence of your brand — what sets you apart and why customers should choose you over competitors. Make sure this message is consistent across all customer-facing platforms — website, social media, or during customer service interactions.
The tone of your communication has to match your brand’s personality and the expectations of your audience. Whether formal, friendly, or a blend of both, maintaining consistency is key to building a strong brand identity.
💡 Pro tip: Use the brand personality workshop template to help you define your voice and tone.
3. Select the right brand communication channels
Where does your audience spend their time? Is it Google? TikTok? Grocery stores? Think about the platforms where your audience is most active and which ones can help you hit your goals.
If your audience likes Instagram, start making beautiful content that gets their attention. Look into influencers who could help your brand with their followers.
💡 Pro tip: Use the affinity clustering template to identify patterns and themes among your audience
4. Create a visual content calendar and workflow
Think of your content calendar as a strategic map helping you plan and schedule your content in advance, making sure you keep your audience engaged without missing a beat. Make sure the timing of your content is relevant by including key dates such as product launches, events, and holidays, along with regular content themes.
💡 Pro tip: Use the weekly content calendar template to map out key brand activations and launches.
5. Run a retrospective meeting to measure and refine your brand communication plan
Brand communication can get expensive. And if what you’re doing isn’t resonating with your target audience, you’ll want to pivot, fast.
Running regular retrospectives on the performance of your brand communication efforts helps you identify what’s working and what’s not. By looking at metrics like engagement rates, conversion rates, and customer feedback, you can get a clear picture of what’s resonating and what’s falling flat. Using these insights to make data-driven adjustments is what keeps your strategy sharp and relevant. Continuous improvement is the secret sauce to building a strong, lasting brand.
💡 Pro tip: Use the retrospective template to reflect on brand initiatives.
Incorporating Mural into your brand communication can revolutionize your team's operations, fostering more aligned, clear, and impactful messaging. I’ve seen firsthand how embracing visual collaboration can truly make a difference. Trust the process, and you’ll see your brand flourish.
Sign up to kick off your brand communication strategy with Mural today.
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