Good brand communication communicates the core benefit of the product, picks up the target group at its needs and creates desire.
I like advertising. And I love strolling through stores and looking at products, especially the packaging. But what I find exciting is, “What is the person behind the product trying to tell me?”
Often I don’t understand it. Because the message is too complicated, thought out around four corners or simply not relevant to the target group. Instead, pretty pictures, flat stories or annoying hammer messages. Replaceable.
Good brand communication
communicates the core benefits of the product,
meets the needs of the target group,
And all of us who work with brands, products and their internal and external communication would know that. So why don’t we act accordingly?
- Because we often realize US instead of putting the product on stage.
- Because we don’t understand the core, the personality of the brand and thus the idea of the founder and thus put the wrong coat on the brand.
- Because we only swim in our own soup and do not look into the plate of our potential buyers. And still think we are doing it!
- Because we might realize that nobody needs the product.
- Because the communication was simply poorly implemented.
Over the past 20 years, I’ve worked with a colorful bouquet of brands and products, some with a long history, others in baby shoes, each one very special in its own right. I’ve made a few of the mistakes myself and learned from them.
Good communication is simple, it is to the point and it emotionalizes.
And for that it often needs an extra round of questioning and understanding. And dedication, joy and respect for the founder’s idea.