Integrated marketing communications and effective brand strategy

By Zion Rufus

Brand strategy connects customers to the business, deepens the brand value and equity, and even influences the buying behavior of the consumers, both new and existing.

Investors, partnering organizations, and businesses all want to see a brands that perform and give huge RoIs. Brands that have made it through decades, stood out from their competitors, and also captured their customer’s undivided attention, with an excellent brand performance, are brands that have effectively mastered their brand strategy and marketing communications.

These brands are easily identified, even without the presence of their logo; they are easily recognized through the philosophies they promote, the contents they create, their ethical stand points, the core values they communicate, and basically their brand strategy and positioning.

Integrated marketing communication affirms the relevancy and consistency of your brand strategy and all its points of contact with existing customers and new consumers. IMC ensures different promotional methods within a marketing campaign are clear, consistent and working toward the same goals. An integrated approach would use a variety of communication tools to convey the same branded message, including traditional advertising, online marketing, public relations activities, sales campaigns, and email marketing.

It considers all points of contact your brand has online and offline and brings all aspects of marketing communication together such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work connectedly.

Repetition builds brand recognition. Consistency in service and delivery is key; For instance, when Coca-Cola tried to change its recipe by introducing New Coke, it turned out to be a marketing disaster. Over time, consumers build emotional connections and values with brands they patronize. Both your brand and your plan need to be relevant to your customer.

Integrated marketing communication builds brand recognition and trust, allows brands to reach larger audiences; If the various channels do a good job of communicating the brand and message consistently, then the person is even more likely to recognize and trust the brand. An integrated marketing communications strategy makes this consistent delivery possible. Without this communication, the audience receives a disjointed brand experience and it becomes less likely that the intended message will translate.

A well-positioned brand strategy, backed by effective marketing communication allows a company to create a multifaceted marketing campaign that targets wider audiences by using more channels to communicate; thereby increasing the company’s coverage.




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