BRANDS … NOISE … CONSUMERS AND THEIR REFLEXES

Tricia Ikponmwonba

Too many companies confuse dissemination of information with communication. They crank out a steady stream of words and images, but are deaf and blind to the impact these messages are having and their brands suffer as a result of the directionless, emotionless dreck that comes from their keyboards. If you are like most business communicators, you are sending too many messages you are saying the wrong things and reaching the wrong people.

“Silence is golden”. “Be seen and not heard”. “The meek shall inherit the earth”. The golden rules and biblical admonitions all point to the benefits of listening, as distinct from pontificating. Yet in these times of bombast and braggadocio, where everyone is publicity hungry, the art of listening has been leeched.

Corporate bodies remain the worst offenders. Certain that quickly establishing brand presence and market domination depends on rapid fire message delivery, some have succeeded in generating awareness, but few ever have built brand equity.

Ironically, this case has been made in recent times. Many people sarcastically claim to turn away the chance to win 1million dollars in the ongoing Etisalat promo because they are either stuck on Mtn, Glo or Zain depending on the individual. How absurd such loyalty would be. But we all know people who would not dream of switching from their favourite brand of champagne, antiperspirant or even ball pen if a competitive brand offered sweepstakes.

The primary difference between these traditional brands and most successful companies is emotion. Traditional brands have it and conventional brands do not. We all have a visceral connection to the brands we prefer. We associate important moments of our lives with the products that surrounds us. To some degree, the brands we prefer transcend their product attributes and benefits. Our preferred brands become a reflection of ourselves.

There are a million steps companies can take to establish or strengthen their brands through communication. Here are some basic steps.

Decide where you want your brand to go

Do you want to be seen as young and innovative, or trusted and experienced? The brand destination will detail your organization’s goals for the brand.

Narrow the targets you will reach

The term “general public” should not be in your vocabulary. Create a detailed profile of your clients, prospects and the people who influence them

Narrow the messages you will communicate

Which one or two things does your target need to understand and remember? Remember that messages are often more powerfully communicated through images, so do not get bogged down with words unless you have to. Keep it simple!

Communicate your messages consistently

It is human nature to want to respond to the competition’s claims and describe how your product works. However, doing so means you will be less likely to penetrate the minds of your target audiences with the information they need to understand and remember. You have to be disciplined.

Make “listening” a central element of your communication program

If you do not know what emotional benefit your customers derive and your prospects need, you should stop everything and find out.

Adjust course to capitalize on what you hear.

This may be evolutionary, such as adjusting your target or your message, or it may be revolutionary. It may also go beyond communication. Make it a habit to put your ear to the ground. Find out what your customers and prospects know about you and listen to how they describe you. Doing so can help in identifying how your products and services influence their lives.

If you are like most business communicators, then you are pressing the “send” button too often. Do not stop reaching out, but if you are not careful, your communication could cease to be meaningful. It’s high time consumers’ reflexes are put into consideration in establishment of communication as opposed to the mundane throw-it-all-in communication.

Tricia Ikponmwonba is a freelance writer, trend spotter and a company executive based in Lagos. She can be reached one-mail: kokogal@yahoo.com, tel 08052336508, 07031217696