Course Content
1. The elements of communication
2. Internal communication plan
3. Metrics
4. Conclusions
Communication 4.0 represents a challenge due to the enormous speed of digital transformation. We have reviewed external communication processes with an emphasis on the digital tools needed to effectively communicate our ideas and reach our target audience, stressing the creation of Twitter, Facebook, LinkedIn, and Instagram. We have also seen the need for a digital marketing strategy that allows us to define our objectives and the subjacent principles that govern any marketing proposal. On the other hand, we have seen the creation of an internal communication plan, highlighting the most remarkable features and the need for open and fluid communication between employees. We closed our module with a brief approach to social media metrics to evaluate the effectiveness and efficiency of our communication strategies. In short, we focused on practical creation, promoting a step-by-step vision of development and implementation. We hope this module can contribute to achieving your goals and help you to lead your future communication strategy. Remember that adaptation is a fundamental competence of the creation process and, therefore, we want to encourage you to be updated on the trends of communication 4.0 and to make the most of your efforts.
1.1 What is a brand, branding and visual identity?
BRAND
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association)
You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company or an organisation, both in a practical (e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”). It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
A product can be easily copied by other players in a market, but a brand will always be unique. For example, Pepsi and Coca-Cola taste very similar, however, for some reason, some people feel more connected to Coca-Cola, others to Pepsi.
In the end, a brand is a person’s gut feeling about a specific product or company. Each person creates his or her own version of it, and some brands increase or decrease in popularity because of how consumers feel about them
BRANDING
“Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)
Branding is giving meaning to a specific organisation, company, product or service by creating and shaping a brand in consumers’ minds. It is a strategy designed by organisations to help people to quickly identify and experience their brand and give them a reason to choose their products over the competition’s, by clarifying what this brand is and is not.
The aim is to attract and retain loyal customers and other stakeholders by delivering a product that is always aligned with what the brand promises.
VISUAL IDENTITY
Visual identity is the collection of all elements that a company or organisation creates to portray the right image to its consumer. Visual identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. (99designs.com)
Visual identity is a component of branding. Your visual identity is what makes you instantly recognisable to your audience. Your audience will associate your visual identity with your product or service, and that identity is what forges the connection between you and your audience, builds loyalty, and determines how your audience will perceive your brand.