Wednesday, 8 January 2014

Challenges in Brand Communication


Yes, a single word that transformed big, small and mid-sized business to global brands. One of the important reasons for this increased demand might be sudden recessions that corrupt any time. Major brand also face this challenge to retain their goodwill in the market. All they try to do is to have more focus on creativity and people-centric communication.

Thus, the brand managers and marketers have to pull up their sock and dig deep into the ground and deliver the right blend of brand promise and honest communication. This is far exciting when you drive a family of brands across different nations. To become global is the dream, of many companies irrespective of big and small. However, it also brings in the challenge of harmonizing brand with people.

It is more apparent in the case of acquisition where the human factor and prejudices have a strong and interpretive role to play. This is a strong hindrance in the path of communicating brand promise, vision mission and core values across various business and thus create confusion among the stakeholders.

Marketers and Their Role in Facing Brand Challenges

Marketer’s and their job role are the most challenging one itself. The complexities they face in the market every day are different from the earlier times. Market now opens up with competition from different brands. A brand faces stiff competition from both local and foreign brands as well as generic products.

How Do Marketers Will Handle This Situation?

•    Research a lot, do more brainstorming, develop and maintain an online presence of brands. Thus, you can establish a strong brand communication to major prospects.

•    Look and see what are your mission and goals. Create a compelling message from it and promote your brand for long-term sustainability.

•    Ann Handley of MarketingProfs says ‘Serving Is the New Selling’. Volunteer yourself, give time to your customers, have a share on their opinion about your brand through the visible social channels.

Photo Credit: Sophisticated

Definite Challenges to Cope Up

•    Brand logo and images are central to the brand. Logo and its color, image or design hold a key position as consumers often recalls it. Good brand management means strengthening and re-affirming the brand images to customers. If you make a slight change in the brand logo, its color or image, the consumer loyalty gets affected influencing buying decision. Since, the consumer has a pleasant or unpleasant experience with a particular brand, so the consumer’s perception forms a large part of the brand management.

With changes in technology, the expectations of the customers amplify. Consumers expect trendier, stylish and modern brand images moving with the current trends. The brand images need to get modifications to suit the latest trends and reach out to customers. The logos must retain the elements of the old brand components yet have the trendiest look.

•    There is yet another change that has turned out to be a major challenge in - communication, publishing, electronic media, advertising and brand promotion. Now you have to be more personalized and customers while advertising products to customers. One hand consumers have become fragmented thus brand communicates to them in an individual manner. On the other hand, consumer expectations have changed. The customers of today have better access to electronic media compared to older days. They can compare brands and arrive at a decision with rationalizing thoughts. Brand communication is responsible to influence the buyer’s process and position.

For such buyers, brands have access to social media, and thus one can have easy access to prospective buyers.  Through social media, brands can share question and voice their opinions. Social media is exciting yet challenging for brand managers when  it comes to positioning their brands, engage customers and build loyal communities.

Here, we have discussed the major challenges to brand communication, and how brand should handle those situations. If you know about other challenges, share with us through your valuable comment.

Author's Bio: Moumita Dasgupta, a financial blogger and the owner of bizandfiz, shares her knowledge and expertise of various financial topics. A clear view on market, business, Forex, funds, personal finances etc. are the subjects she perfectly underlines through her articles.  Find Moumita on Google+


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