Conversation is Key
Conversation is part and parcel to all meaningful relationships, contributing to greater understanding, the strengthening of connections and the discovery of exciting new opportunities through an engaged, back-and-forth flow. As we move forward into a more fully-connected world where communication with friends – and brands – can occur with the click of a mouse or the tap of a button, the overarching line of thinking is: conversation is key.
In addition to developing and maintaining our personal relationships, conversation has also become essential for informing how businesses interact with their audiences, with more and more organisations placing an emphasis on not only what they communicate to key demographics but how and where this is communicated.
An organisation’s brand conversation is not just about a logo, a catchy strapline, or a unique web design – it includes how it reaches out to its audiences and its role in the creation of meaningful and quality relationships which focus on customer needs and preferences.
What is your communication tactic?
In recent years, many businesses have uncovered how their audiences prefer to be communicated with, rather than communicated at, thanks in part to the rise of owned media channels including social media and brand blogs. An organisation’s communication strategy can no longer incorporate a one-way communication flow model, but rather must adapt a two-way system that allows for the ability to learn from and engage with customers. This opening of a two-way channel can be scary – especially for more traditionally-minded brands – as a ‘one size fits all’ approach to communications is no longer fit for purpose, given the increasing diversity of the general public, and growing media segmentation.
For any brand, carefully identifying the varying profiles within their audience gives the opportunity for the brand to determine what exactly makes their audience tick, which messaging is best and determine the role they can play in their lives.
Determining your brand voice
When a company has determined who exactly it would like to create meaningful conversations with, it is then important to consider what the overall brand voice will be. Generally, a brand will have a predominant voice – whether it be authentic, passionate or quirky – which is then broken down and tailored for each audience. This brand voice can establish key ways of referring to complex issues and brand phrases or key words to use in all communications to ensure a consistent tone. Failing to tailor a brand voice for each audience could result in a disengaged audience and wasted communications. For example, an overly-formal blog post can put off casual readers, yet a business article or press release perceived as too informal can make an organisation appear unprofessional.
Always be consistent
The best way to have your message understood is to always be consistent. Communication and the sharing of key messages for businesses no longer follows a straight and narrow path of traditional print and broadcast media. Whether you are communicating with your audiences through a press release, a tweet, a blog post, or an e-zine, the content of those communications must always be in-line with your brand’s key messages. One way to ensure consistency early on for a young brand is to develop a document of key messages which can be consulted by all members of your communications team, from the person answering customer service queries to your external PR agency. Having early answers drafted and agreed for potential questions and queries – and agreeing possible responses which may be useful if faced with any issues or crises – can help to keep your brand conversation on-point and consistent, therefore strengthening brand understanding and awareness.
Looking to start your brand conversation? Contact us for a chat!