Strategy & Consultancy

5 Key Attributes to Build an Effective Communication Strategy

Your brand story begins with a powerful narrative, visualised at its inception and crafted to resonate. It’s imperative that this narrative is strategically communicated. In a world where anxious attachment to technology, extensive browsing, and hyperconnectivity are attributes that every potential consumer holds, a meticulously crafted communications strategy is needed to dominate your conversations. Think of it in this manner —a communications strategy is your brand’s roadmap to capturing your target audience, and it includes a perfect concoction of different elements like brand personality, imagery, and selecting the right channels.

Written by: Anisha Sagar

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Companies like Mercedes-Benz and Coca-Cola use excellent communications strategies to demonstrate their unique selling points which in turn, successfully attract their target consumers. Mercedes-Benz communicates luxury and offers personalised experiences for high-end customers and Coca Cola showcases their youthful spirit and consciousness through marketing campaigns and sustainability initiatives.

Here are some key attributes that will help you elevate brand communication:

Define Your Brand Voice

The tone of voice that you carry defines your brand persona. Seek out a character or a public figure that you could attribute to your brand and create a consistent archetype. Determine whether your voice will be playful, authoritative, confident, or even empathetic. You can use this brand voice across many communication channels consistently.

Determine Your Target Audience

Identify the groups you want to target and your existing audience first. Get insights into interests, purchasing patterns, and demographics. This will help you create buyer personas that are appropriate and map out the customer’s journey. For instance, if Gen Z customers are your target market, you might want to steer clear of traditional print advertisements and instead concentrate on digital channels like Tiktok.

Personalise Consumer Journeys

In the awareness creation stage, create content that introduces your product or service with simplicity. Then, develop multimedia strategies where you can highlight differentiating factors. Once you’ve onboarded the customer to the purchase stage, share content like testimonials to reaffirm their trust. Lastly, encourage customers to participate in two-way communication by providing feedback and recommending other offerings. Remember, driving long-term loyalty is key.

Compelling Messaging

Use storytelling techniques, imagery and storyboards to reinforce your brand story. The key here is to understand the desires and preferences of your target audience, articulate your USPs through an array of techniques whilst ensuring that your brand story remains constant across all touchpoints.

Utilise KPIs

A communication strategy that resonates is not just about creativity, it’s about a potent mix of metrics, useful data and originality altogether. Use metrics like bounce rates, click-through rates, and conversion rates as KPIs to measure your brand communication efforts. Hone the skill of A/B testing and experiment visually or through different forms of content.

In conclusion,

At Créo, we understand that crafting an effective communication strategy can be time-consuming and challenging. Fortunately, we possess the knowledge and the vast expertise to have a conversation with you, root out the essence of your business objectives and curate a tailored approach to your business. Our team of marketers, designers and content strategists collaborate closely with clients to help you not only command your market space, but your conversations with the world too. If your UAE business wants to leave a lasting impression, make sure you speak to our team today.

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