With the expanding communication possibilities, opportunities have emerged for brands to reach consumers. Cell phones, tablets, kiosks, print advertising materials, websites and call center experiences. Although it is seen as an opportunity to have such different channels, it is even possible to turn this into a disadvantage for brands that cannot achieve a consistent language and expression between mediums.
Potential customers can access advertising materials about your brand and products through many different mediums. They can get a brochure made for your brand, see your brand on social media, hear your radio advertisement, or visit your website. It will not be as easy as you think to organize the experiences of potential customers who reach you through many various mediums with the same and consistent language and direct them to sales.
We have a few suggestions to build a coherent language of communication in the different mediums where your brand speaks to people;
Consider All the Senses
Let your brand have features that appeal to all five senses. How many different company logos have you seen since getting out of the bed this morning? How many do you remember? Your eyes are the sense that is most targeted by advertisers. Your eyesight that is exposed to too much stimulation becomes dull as a precaution, ignoring too much stimulation.
But your other senses are exposed to relatively little stimulation. In this respect, they are vulnerable to advertised content. I guess you wouldn't be too surprised if I say that brands have characteristic ad music and target our hearing with them. Well; what about our sense of smell? Then I ask; Remember the smell of your elementary school eraser? Play dough? How does a packet of baby biscuits smell?
Create seals for your brand that target all the senses. A logo design and corporate identity for the eyes, a background music for the ears, a fragrance for the noses, the texture for the fingers. Use them in every area where you come into contact with your customers.
Develop a Sales-Oriented Slogan
Everyone loves to shop, but they hate things being sold to them. What kind of contradiction is this? Find a slogan that doesn't sell, but inspires you to buy. Use this slogan in all your communication channels. How do you slogan? Example: "Do Yourself a Favor"
You probably have competitors too and they have the slogans as well. Write their slogans on a blackboard. Identify the common points and diverging aspects of these slogans and take notes about them. This will guide you in direction.
Consider your potential customer; to whom do you sell? Be realistic when considering this as well. Not all brands compete with their quality. It doesn't have to. There are many brands that only compete with price and focus on making a difference with after-sales services. Among these brands, there are also those who are very successful in their fields. Where is your brand in this range? If you are one of those who say, "We sell quality for cheap, bro," we probably won't get along with you. Once you find the position of your brand, or at least accept that position, everything will be much easier for you.
Let's consider two brands. Bim and Migros. Two different brands in the same sector, selling almost the same pen products, with an entrenched customer base. Now do you understand what I mean by position.
Build a Language
By building a language, I do not mean using the same logo on the sign and vehicle wraps or having your logo black. These are also important, but in the language study I mentioned, these are just words. What I call language is a much broader experience that needs to be tailored to your industry.
It will surely add consistency to you to start right in the first place, to navigate with a communication agency or design workshop, and to ensure that all communication and design decisions about your brand are made on the same table. You will also need updates according to changing customer preferences. As soon as you know how seriously business owners take the issue of frugality among marketing channels, make sure that consumers are very conscious about it.
