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.
1.2 The importance of visual identity and branding
Branding is important because it:
♦ Helps you stand out from the competition. It doesn’t matter what kind of company you have, what industry you’re in, or what type of customer you’re after—if you’re in business, you’ve got some serious competition. Branding helps you establish the ways in which you’re different, special, and unique. And it shows your customers why they should work with you instead of your competitors.
♦ Builds brand recognition. If you want to build a successful brand, you need to be recognisable. The right branding (including designing an impactful logo, website, and other brand assets) helps you carve out a distinct style, and it increases your brand recognition in the market.
♦ Creates a consistent brand experience for your customers. In order for your business to succeed, you need to provide a consistent experience for your customers however they interact with your brand—whether that’s through your website, at an in-person event or by following your social media accounts. Branding allows you to control how people perceive and experience your brand—and you can ensure that perception and experience stays consistent across all your brand touchstones.
♦ Sparks a connection with your audience and turns that audience into loyal customers. The most successful businesses are the ones that foster an emotional connection with their audience. That emotional connection is what transforms a prospect into a customer and a customer into a brand enthusiast. And how do you create and build that connection? Branding. Different branding strategies (like packing an emotional punch with your brand voice or leveraging color psychology when designing your logo) can help you connect with your audience on a deeper level and create a sense of loyalty to your brand.
How can it be done?
How can you develop a strong visual identity?
Companies, organisations, even freelancers, tend to use different tools to create and shape a brand. For example, branding can be achieved through:
♦ Brand definition: purpose, values, promise
♦ Brand positioning statement
♦ Brand identity: name, tone of voice, visual identity design (which includes the logo design, color palette, typographies…)
♦ Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile apps
♦ Sponsoring and partnerships
♦ Product and packaging design In-store experience
♦ Workspace experience and management style Customer service
♦ Pricing strategy
Know who you are!
Before you know what tangible elements you want to make up your visual identity, you need to know who you are as a brand.
♦ Who you are as a brand is made up of a few key elements:
♦ Your mission (what’s your “why?”)
♦ Your values (what beliefs drive your company?)
♦ Your brand personality (if your brand was a person, what kind of personality would they have?)
♦ Your unique positioning (how do you differentiate yourself from the competition?)
♦ Your brand voice (if your brand was a person, how would it communicate?)
These elements are what define your brand, and before you start building your visual identity, it’s important you have a clear understanding of each.
If you’re having trouble figuring out who exactly you are, don’t sweat it. Sometimes, all you need is a simple brainstorm to help you get clarity on who you are as a brand.
Ask yourself:
♦ Why did we start this business/organisation?
♦ What are the beliefs and values that are important to us as a company/organisation?
♦ What do we do better than anyone else? What makes us special?
♦ If we could describe our brand in three words, what would they be?
♦ What are the three words we would want our customers to use to describe us?
Once you’ve locked in who you are as a brand, it’s time to build the visual identity that will bring your brand to life and show who you are to the people who matter most: your customers.