Let’s take a South African wine brand – ‘Rufaro’ – as an example …
1. Prepare a Brand Communications Plan
To be effective, brand communications need careful planning and clear direction – without it any investment in such activity may be misguided and prove worthless. The first step is to gain a true understanding of your business situation and objectives, and perhaps use a mind map to help define brand values, establish brand positioning, identify target markets, review competitive activity and more, before preparing a strategy which will point all brand communications in the right direction.
2. Develop a Creative Platform
Once brand positioning and objectives have been established it’s time to work up a creative platform upon which all brand communications should be based. A conceptual scribble is all that’s needed to inspire some persuasive copywriting and an eye-catching visual to create standout for the brand. A brand’s advertising must engage with its audience, making them laugh, smile, cry or nod knowingly as they share the ‘aha’ moment of insight – that’s when advertising is working most effectively.
3. Take the Message to Market
In today’s digital world, brand communications can take many forms. And while there are many routes which can be taken to deliver the brand message – through online social media forums, entertainment content, emailings and blogs, for example, there remains a role for persuasive, conventional media advertising. Whatever the medium, the brand message must be delivered effectively, efficiently and consistently.
Incidentally, don’t go rushing off to buy a bottle of Rufaro – it’s a name I made up for this brand campaign illustration, assuming it didn’t actually exist. Interestingly I’ve subsequently discovered that Rufaro means ‘happiness’ in South African Shona – quite appropriate, doncha think?!