Brand communication: How important is it for a company?
What is brand communication?
It involves a narrative that is effectively communicated to the customer and goes beyond the product being sold. It can be an identity that the customer relates to when owning the product, a lifestyle enabled by it, or shared values with the company. It is not something tangible, but it is very present in modern marketing.
The reason is that consumers have their own ideas, needs, and values, and today they look for more than just quality in the brands they interact with. Therefore, brands must also position themselves in line with their target audience. In addition, their products must support that storytelling so that their reputation remains strong.
One of the most relevant aspects is whether the company is open to dialogue. Brands no longer simply broadcast information about their products; they also communicate ideas. At the same time, they must be able to listen to customer demands and respond to them. If brand communication is strong, consumers will recognize it through its presence on social media, appreciate its advertisements, look up information about the brand online, and keep it in mind when making purchasing decisions. Another key point: advertising will align with the perception the company wants to project. There will be no dissonance in its reputation.
According to a 2022 Statista study, the five brands with the highest advertising awareness were Netflix, El Corte Inglés, Amazon, Coca-Cola, and Movistar.
Evolution of brand communication
The evolution of brand communication over the decades reflects changes in technology, society, and culture. We live in a constantly evolving world, and advertising reflects that transformation. Brands have had to adapt and reinvent themselves to connect effectively with their audiences, as consumer preferences have also changed.
In the 1950s and 1960s, brand communication focused mainly on print advertising and radio. The goal was to create attractive and persuasive ads to reach a broad audience.
In the 1970s and 1980s, television became the main mass communication channel, leading to the rise of iconic TV commercials. Brands began using jingles and memorable characters to create emotional connections with consumers.
With the arrival of the internet in the 1990s, brand communication underwent a revolution that continues today. Websites and email became widespread, and online interaction enabled two-way communication, giving rise to digital marketing and social media.
In the 2000s, social media became an integral part of brand communication strategies. As user numbers grew exponentially, companies established a presence on platforms such as Facebook, Twitter, and YouTube to interact directly with consumers and create viral content.
Today, brand communication is more diverse and personalized than ever. Brands use not only social media but also blogs, podcasts, live videos, and other content formats to connect with specific audiences. Thanks to artificial intelligence and data analysis, messages and user experiences can now be highly personalized.
Benefits of brand communication
Identity and recognition. Brand communication establishes a strong and easily recognizable identity. Consistency across all touchpoints helps create a lasting impression in consumers’ minds, which can lead to long-term preference and loyalty.
Building trust. When a brand delivers on its promises and demonstrates transparency and consistency, consumers are more likely to trust it. This trust is essential for building strong and lasting relationships, leading to higher retention and positive word-of-mouth.
Differentiation in the market. In a competitive market, standing out is crucial. Brand communication highlights the unique characteristics of a company and its products or services, helping position it as a market leader and attract new customers.
Growth and customer loyalty. Sustainable business growth is achieved by balancing the acquisition of new customers with the retention of existing ones.
Resilience in crises. Strong brands are more resilient in times of crisis, as they have built a foundation of trust and credibility over time. In cases where reputation is affected, effective brand communication can help restore trust and minimize damage.
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