4 SIMPLE STEPS TO CREATING A POWERFUL B2B BRAND COMMUNICATION FROM INSIDE-OUT

What you must know and do as a business owner to give your brand a unique voice.

Seth Godin said communication is a path, not an event.

Take a minute and think about your brand as a person and ask yourself honestly, how do you think your company communicates?

It is important to know the outlook/perception of your company because it will inform you how the outlook reflects the personality of your company.

Now the big question is, is it communicating what you truly stand for or not?

Why do you think people feel a certain way about some products, and buy them no matter the cost, even when they have less expensive competition? Why do you think other companies would rather do business with certain businesses alone?

You see, brand relationship/association tells a lot about a company.

The secret is in the effective power of communication used by the brand to position themselves as the brand worth associating with.

Your brand is the interface between your company and its consumers. In other words, it is the most valuable and powerful asset that your company or business has. Hence, the inability to effectively communicate your brand to your consumer and other stakeholders leaves them with no choice but to choose from different options.

Effective brand communication creates a trust-based relationship using different strategic marketing styles to stay memorable, recognizable, and easy to understand as a company.

This form of communication is the act of establishing and managing the relationship between your company and its employees, customers, distributors, suppliers, media, community, etc. to create top-of-mind awareness with the eventual goal of fostering and influencing brand trust and loyalty.

Suffice it to be said that brand trust and loyalty can only be achieved through brand communication.

No doubt, every brand desires to have high customer loyalty but very few understand what it takes to achieve this general business goal.

Let’s consider 4 basic forms of brand communication:

VISION STATEMENT:

Many times, the mission statement of an organization is confused with the vision statement, but they are entirely different.

You have to master how to draw and identify a clear-cut distinction between vision and mission. A vision should communicate what your organization hopes to achieve in the now and future.

It should be explicit enough that it inspires and excites the team who are ambassadors of the company.

You have to realize that until they absorb it internally, it will be difficult to express and embody it externally, and big brands and businesses alike consider how a brand is represented holistically before engaging.

MISSION STATEMENT:
A lot of companies may not realize that having a clear-cut vision of where they want to be without carefully showing the roadmap, approach, and set of strategies for accomplishing it is like making someone salivate for a graphical image of what they like but can’t touch.

Your mission statement conveys clarity of approach and roadmap and is very essential to communicate the heartbeat of your brand. In fact, it is important to make the mission statement as memorable as the vision statement.

ELEVATOR PITCH

Elevator pitch is used to describe what makes an organization’s products and services unique.

The goal is to get your listener (other businesses and their owners) fascinated and excited using an easy-to-understand method in such a short time. Once this is achieved a strong desire and thirst for what your company offers becomes inevitable.

Remember, the elevator pitch must be dynamic and flexible.

For big organizations, an elevator pitch can include short documentaries for TV advertorials and radio jingles. The quality of the script and storyline that sells the brand gives a certain perception to the brand and communicates volume.

COMPANY VALUE:

Every organization that is not big on corporate values will end up hurting itself.

It may look like corporate values are designed for staff and internal members of the organization, however, every time a client walks through the door of your organization or is being serviced, the values of the company are directly and indirectly communicated to them in the way and manner they are being treated.

While values are culture shapers for staff, it also shapes the perception of potential clients and customers. It defines in many ways the quality of your product and service and communicates how your brand thinks from the inside out.

For example, Future Software Resources Limited has a value system that is well communicated to the staff, thereby coordinating the outlook and the perception of your client to the core and intentionality of their lifestyle.

These 4 simple steps are very crucial to your brand and its communication. A lot of people focus on the graphical collateral of their brand without paying attention to the internal communication strategy that eventually determines how the brand is perceived in the market.

It is never too late to look inwards and restructure. If you have questions you’d want us to attend to, kindly reach out to us. My team at Future Software Nigeria Resources Ltd and I will address it.