There is always more than one way to look at things, solutions are never one sided, in business or otherwise.
Most of the business people have the greatest intentions, but they lack understanding of their own business. This is not ignorance, it’s biased. When you put in the business, you might become oblivious to the obvious.
Branding communication is easy, you just have to look at things the right way. Consider it a human relationship and understand it’s just as fragile. Some simple rules might not automatically change your business, but they sure can change your perspective:
1. Know your audience!
Martin Lindstrom says that he gets so close to the audience that he actually lives in their apartments, eats their food and goes through their personal belongings. In most of the cases, you won’t be able to do that, but you can still go deeply, truly, profoundly. Just try to learn as much as you can, and be thorough.
2. Know yourself!
Know yourself, know your business. If you know what your weaknesses are you will know what your strengths are. The winning generals were not the ones with the strongest armies, but the ones that knew how to use their advantages and act despite their flaws.
3. Go love yourself!
Believe in yourself, it’s the only way you can make others believe in you. Improvement never came out of misery and self-loathing, but out of grit.
The true secret of communicating efficiently is listening efficiently! If you don’t listen to your audience, you can’t give them what they want. Get feedback and learn!
5. Context is king! – I’m not the first one to say it, I know
Create an environment around your business through the channels of communication available and relevant(for your brand) to such extent that the overall picture is amazing. It’s not just the play, but the stage set, too.
6. Don’t scream!
Your message should be clear, not loud. Loudness is bad PR, even if it’s good advertising.
7. Be honest!
Relationships that are based on honesty are the ones that last. You want a long lasting, healthy relationship between your brand and your customer. It’s that easy!
8. Fight for yourself!
Accept early that you can’t make everybody happy and customers are not always right. There will be times when people will contest your value, attack your products or brand. Don’t be afraid to ruffle some feathers, your brand is worth fighting for, the other clients will love it.
9. Get involved!
Businesses are as much a member of society as any other fellow out there, so you should look at branding communication from a human perspective.
Activating your audience in new environments is an amazing way to build context and value around your brand.
10. Stay relevant!
Efficient communication is a matter of relevance, in branding relevance is vital. A constant and sustained effort, always learning things about your business, your competitors and your audience will help you stay relevant, it’s all about the effort you put in.
There are many things that need to be done to have a successful business, there is always a game of chance involved, but effective communication is the key to getting your brand to your customers.
Don’t be oblivious to the obvious!