Tips and Advice: Strategic Brand Communications

The Key To Business Success

By Sinazo Mkoko

“Excellent communication doesn’t just happen naturally. It is a product of process, skill, climate, relationship and hard work." -Pat McMillan, Founder and CEO of Triaxia Partners

For a business to be competitive and successful, it needs effective brand communication strategies. Magdaleen Scott, a seasoned communications specialist, says building a successful brand requires a strong focus on communication.

“Communication on its own is indeed a form of art in today’s world, especially with consumers being served specific content on various platforms. Ten or so years ago, there were a handful of media outlets supplying you with content, specifically content that you engaged with or sought out. Now content is served to you by a bot that spent real time understanding your psychology, meaning that what was sent to you was exceptionally well planned and executed. So how do you start?”

She shares the following tips that she’s used to build a strong and credible brand for her business and her clients:

Get Back to The Basics by Defining Your Brand’s Corporate Identity

Start by clearly defining your brand’s purpose, values, personality, and mission. Understand your target audience and how you can uniquely serve them. Always follow data insights on your unique values and purposes; the data tells the story.

In The Story, Always Craft a Compelling Brand Message

Develop a concise and compelling message that communicates the essence of your brand. It should be memorable, authentic, and resonate with your target audience. Humans are wired to connect with stories. Use storytelling techniques to communicate your brand’s values, successes, and customer experiences.

Create narratives that evoke emotions and resonate with your audience. All your non-verbal cues are equally important in the marketing sphere; it’s not just what you say that gets you into the relationship but also chemistry. Visual elements like design, colour palette, typography, and imagery are all part of telling the story of attraction.

Consistency Not Only Seals the Deal But Also Consistency Across Channels

Ensure consistent branding across all communication channels, including your website, social media profiles, emails, and offline materials. Use consistent visual elements, tone of voice, and messaging to create a cohesive brand experience.

A Relationship Can Only Exist if You Get Engagement

Actively engage and communicate with your audience through social media, blog posts, newsletters, and events. Encourage two-way communication, respond to comments and inquiries promptly, and listen to customer feedback. Receiving communication back is like seeing your child smile for the first time; it’s mesmerising because your relationship is validated. If you don’t receive communication back, are you really in a relationship?

Understand That Stakeholder Relations Are the ‘New Kid on The Block’.

Collaborate with businesses and industry influencers. Identify stakeholders, influencers, or thought leaders in your industry who align with your brand values. Collaborate with them to create content or develop partnerships, as their endorsement can enhance your brand’s reach and credibility.

Monitor, Agility (Adjust) and Provide Excellent Services

Continuously monitor the effectiveness of your communication strategies. Use data and analytics, as well as customer feedback, to understand what works and what needs improvement. Be open to agility in your approach when necessary. Communication must extend to exceptional customer service. Ensure that each interaction with your customers is positive, personalised, and addressed promptly.

Remember, building a successful brand takes time and consistent effort. Stay authentic, focused, adaptable, and resilient as you communicate your brand’s message to your target audience.

Here Are Three Examples of Iconic Brand Communication in South Africa

Nando’s South Africa

For years, we’ve watched the Nando’s brand produce quality brand communication through advertisements. Whatever crisis or issue the country is facing, the Nando’s brand ensures that they find the good side in it—humour—and they capitalise on that.

They have been consistent in delivering the kind of brand communication that only Nando’s can on relevant topics in the country, from current affairs and politics to sports and trending issues on social media. The Nando’s brand has managed to build a unique branding and community strategy that their customers and South Africans have grown accustomed to and enjoy.

Lux

The Lux brand has always celebrated beauty “as a source of strength.” It was no surprise that they chose former Miss South Africa and Miss Universe, Zozibini Tunzi, as the face of their brand.

Zozi (as she’s fondly known as) has always emphasised that young women must see their faces reflected in hers, and perhaps this is aligned with Lux’s values. This collaboration has benefited both partners, with Zozi remaining relevant following her reign and the Lux brand enhancing its reach.

The brand stated: “She is without a doubt unapologetically feminine, making her the perfect partner to help LUX inspire South African women to see their beauty as a strength and express their femininity unapologetically.”

Coca-Cola

A good branding and communications strategy involves being relatable to your target audience. The Coca-Cola brand has done this through its slogans over the years. One of the greatest campaigns they ran was the “names-on-bottles” campaign. Customers would see their names on Coke bottles and believe that it spoke to them directly. The campaign helped increase the company’s market share.

Dale Carnegie once said, “Remember that a person’s name is to that person the sweetest and most important sound in any language,” - Coca-Cola capitalised on this and voilà, it worked!