Brand Media

Communication

Identity is only worth something to a business when it is properly communicated to its intended audience, and they recognize and acknowledge its value. This means that the process of communication plays as important a role as the image we may use. The model of communication between humans is the best analogy for developing a model of communication between businesses and consumers.

This is because people understand and use the protocols of this type of communication. They have long experience of manipulating verbal and non-verbal messages and deciphering the meaning behind those messages. They have become experts at developing a message and sending it out to the world, and at developing a message and sending it out to the world, and at receiving messages and translating them into a coherent meaning that they understand. Crucially they are experts at tow-way communication to be precise, communication must be tow-way to be considered effective, but until recently many brand communications remained unidirectional and therefore relatively ineffective.

The tow-way communication process clearly expresses the goals of excellent communication because it

• Develops overtime creating a biography of the brand.
• Encourages feedback on performance appropriateness of the message.
• Encourages listening to the consumer.
• Develops a one-to-one mentality to brand communication, increasingly personalization of the message.

The two-way communication process starts with the sender (business) determining what is the right message to send out to their consumers (this will be dealt with later in this chapter.) This means deciding on the content of the message, the personality and the channel(s) that the message will be communicated through. The message is then communicated towards the receiver (consumer). As it is communicated through medium, it becomes less controllable by the business. It then reaches the consumer, who must interpret the messages meaning.