You live with your brand day in an day out. But for a new comer to your brand it might be the first time they have even come across you.
More importantly what do they take away from that first interaction? What do they remember?
Most organisations think they are simply found and then customers buy but this just isn’t the case. It really depends on where your customers are in their own personal journey along the path to purchase.
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Where do I start with Planning an External brand Communications startergy?
Apart from all your external communications being on brand and consistent, what other criteria should you take into account.
Well as we’ve already mentioned your customers path to purchase is key to planning your external communications.
Your customers path to purchase helps planning not only messaging, but also the type of communication platform you choose.
What is the best type of External brand Communications?
Where is your client at and what’s the best way to reach them at the juncture? Advertising? Activism? Catalogs? Content Marketing? Email? Event? Tryvertising? Mobile Apps? Newsletters? Phone Calls? Press Conference? Press Releases? Product Specification Sheets? Promotional Merch? Public Relations? Social Media? Or just via your website? The list goes on and on. Knowing who you are with a clear brand strategy and allows you to align your planning for which comms will deliver the best ROI.
As your future customers get to know who you are and start to consider you into the mix of choices to eventually choose you. Your comms platform will look different than when they actually engage with you and once then your media choice will adjust once they become a customer and even better still a repeat customer.
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What are the benefits of Planning External brand Communications?
At its core you’ll save two things while building momentum in your brand: time and money.
Too often, organisations are guilty of producing mountains of communications material and content without a clear understanding of the intended impact on key audiences or the organisation’s bottom line. It’s a common misconception that a full external communication strategy and program are only needed by or affordable for the largest corporations. But in reality any communication platform is cheap when its effective. But understanding what “effective” looks like is the key to perfecting your communications game plan and sticking to it and measuring the results and adjusting accordingly.