For years I referred to what I did for a living as “Marketing Communications.” That is, communications activities that specifically supported the marketing efforts for a client’s product or service.
But experience has led me to a more evolved perspective. And, it’s based on the larger view that “brand,” or more specifically “brand identity,” plays a central role in a company’s ability to sell more of their stuff.
The brand identity is the strategic platform developed to define what the brand stands for, what its value is to customers and prospects, and the decisive differences and advantages over competitive offerings. (Have you developed one for each of your brands?) At its core, this should remain constant and be continually reinforced for the individual products or services that will be marketed under the brand identity.
Now comes the communications part, and there’s two primary areas to consider here: content and contact.
Content is what you say. It’s the messaging that comes directly out of the brand identity. It conveys why the product or service is better, different, of value, etc. The content should be consistently delivered and reinforced in the next part of the equation, contact.
Contact is what you do. It’s your delivery of the various brand touch points — those significant and seemingly insignificant interactions or ways folks engage with the brand. It could be sales pitches, advertising, social media, trade shows, the receptionist, invoices, delivery personnel, community goodwill, product quality, sponsorships, public relations, user documents, packaging, etc. Each and every contact should be carefully considered, ensuring the desired content is delivered as prescribed in the brand identity.
Collectively, it’s “Brand-Centric Communications.” But that’s too mind-numbing to say. Let’s just leave it at “Brand Communications.” And, at 34 North that’s one of the things we do.