Brand communication process and map!

What are the basic workflows for a successful brand communication ? We can see this from a picture.

It consists of five elements, from what to say to whom to say it, how to say it, where to say it, and when to say it. These are also the five elements of communication.

There are four dimensions in brand work:

1. Target content

The target content is what. At this time, we need to lock in the target and design the content. No matter what, every brand communication is purposeful, that is to say, it must be helpful to our brand goals, which is the most basic origin of brand communication. If your communication is of no help to the brand goals, then there is no point in doing it.

What is the brand’s goal? It's nothing more than attracting attention, stimulating interest, forming desire, and forming memory points, right? These are what we do. To unify it, we need to establish a perception so that the brand can be remembered or recognized in the minds of users.

2. Audience-Content

The audience is who, that is, who we are talking to. While talking to whom, we still need to think about the second step, which is the content. We set the content based on the audience, so the locking of the audience itself is also combined with the locking of our content.

If the audience is a relatively young generation born in the 1990s, then we cannot use overly old-fashioned language. If the audience is mature women, then kawaii-style content is not suitable for them. Therefore, the boundaries of each audience group determine the boundaries of the content of our brand communication.

3. Content-Form

The third one is how. How to say it is actually the content. This content also includes the form. The content determines the form.

For example, Durex is a brand that is very good at spreading hot topics. All of its hot topics occur on the Internet, which is impossible to achieve on traditional media because traditional media do not have the explosiveness and speed of communication on the Internet. Therefore, its marginal advertisements are unlikely to appear on CCTV because there is no such scene to attract other people's attention. Therefore, the form of the content is a very important step.

4. Channel-delivery

The last step is where and when, where to say it and when to say it. This is very important for channel selection and delivery. You will find that brand communication requires channels to be completed.

Channels and information are equally important. The choice of channels and the success or failure of channels determine whether the information transmission is successful.

The action of the channel itself is delivery, and delivery is actually a very learned thing. We have many media, whether traditional or emerging, and the data behind each medium is very rich. If we start to launch without a deep understanding of it, it is easy to deviate. I will tell you how to make a choice later, but let’s skip it for now.

These four steps are the basic work we need to do in communication, but in fact not all communications can complete every step well.

Let’s take a look at the advertisement of Baishuishan:

The advertisement of Baishui Mountain was shot very beautifully, with an artistic composition like an oil painting. The whole picture is very beautiful, and I believe the entire filming was also shot on location in Europe, and the cost was not cheap.

Then was the Baishuishan advertisement successful? Does Baishuishan arouse your interest and make you want to buy its mineral water? I believe many people don’t have this feeling.

Why would such a beautiful advertisement fail? Which of these five steps has it completed?

What to say:

Who to tell:★

How to say: ★★★★

Where to say: ★★★

When to say: ★★★

You will find that when it is done well, it has very beautiful composition and sense of form, and it is also good at where and when to say it. Its placement is still quite powerful, and there are advertisements on all major TV stations.

But what is said and to whom it is said are completely unfamiliar. It has no idea what to say and no idea who it is said to. In fact, it has not done well in any of the two most important steps of communication, so it is actually a failed advertisement.

• Bring emotions closer → reach consensus → strengthen cognition
• Arouse attention → generate interest → stimulate action

It does not bring people closer together, build consensus, or strengthen cognition. It also does not arouse attention, generate interest, or stimulate action.

Without the right communication goals, it will be useless even if the remaining key elements are correct.

If it makes a mistake in the first step, it will be in vain even if it does the third and fifth steps very well.

The five elements of brand communication become more important as time goes by

The first two elements, what and who, are strategy formulation. You need to formulate strategies based on what you say and to whom you say it.

How is the creative execution, which corresponds to the design of content and form.

Where and when refer to media placement, where to say it and when to say it.

Therefore, strategy formulation, creative execution and media placement are two urgent and important dimensions respectively.

In other words, we must do the most urgent thing first, which is strategy formulation. Without strategy formulation, everything else will be in vain.

The importance becomes more and more important as time goes by. If the placement is not chosen correctly, even if the idea is good, it will be difficult to spread if it does not form self-propagation.

Moreover, in this era of high-frequency communication and information explosion, it is difficult to spread information simply by relying on creativity and good content. Self-propagation is a beautiful dream, but it is difficult to achieve because its cost is getting higher and higher, so we still rely on investment to accomplish this.

You will find that many times when we do dissemination, once two big Vs repost it, the popularity will immediately go up. However, you cannot afford to pay hundreds of thousands for an article from a big V, and you cannot afford to pay twenty or thirty thousand for an article from a small big V either. So without money, it is difficult for you to do this well.

How to do the first step correctly?

We need to decide two things: what and who. What to say and to whom. It is actually more about defining the goal.

If you don’t have a good sense of brand direction, you won’t be able to lock in your target, because what you say and to whom you say it are closely related to the brand.