The importance of integrity in brand communication

Integrity & Brand Communication: The Importance of Brand Communication Strategy

In this digital age, the way brands communicate with their audience is evolving rapidly. The users of today are populated with endless content and advertisements, therefore it’s essential to know what you’re communicating with your audience, and how you’re doing so.

One factor that stands out as potentially the most important to achieving success is trust. Consumers are looking for authenticity and integrity in the way that brands communicate with them, and the importance of brand communication has never been more apparent. Read more below to understand how brand communication works, and why it’s essential brands get it right when authentically sharing with consumers.

What is Brand Communication?

Brand communication is an orchestrated set of messages that businesses deliver about its brand, to their audience. This is comprised of things such as (but not limited to) visual elements – think logos and colour schemes – tone of voice, types of messaging, and the channels on which they do so.

While a lot of brand communication takes place in the same realms as advertising, brand communication is a broader spectrum, encapsulating everything a brand says and does – that’s why authentic brand communication should be at the heart of every decision a business makes.

How Does Brand Communication Work?

Every piece of content shared by a brand contributes to the mosaic of your brand in a consumer’s mind. Communicating your brand’s message authentically in every action is a delicate ground to walk upon. Over time, consistent and truthful communication can cultivate loyalty, whereas inconsistency or dishonesty can repel potential or loyal customers.

The Importance of Brand Communication

As we know, today’s consumers are smart – with a world of information at their fingertips, expectations have shifted in terms of consumers expectations. The importance of brand communication influences whether users will make purchases, recommend a brand to their friends or family, and remain loyal to a business in the long run. Therefore, authentic brand communication directly impacts a brand’s bottom line.

What Does Authentic Brand Communication look like?

Being an authentic brand is all about transparency, being consistent in messaging, and aligning every output with the brand’s core values. Brands that align their messaging with their commitments and incentives exemplify authenticity and solidify trust with their fan base – but those that exaggerate claims or hide behind jargon or false narratives risk eroding consumer’s trust.

Brand Communication Strategies

There are a range of brand communication strategies that, if followed, will aid businesses in easily crafting a trustworthy and honest narrative for their brand. Our favourites to get started are:

1. Crafting A Brand Story

Understanding a brand’s history, and how it came to be, is essential in developing a brand story. Getting to the root of why the business exists, it’s values and vision provides a rooted identity for a business to grow from.

2. Engaging With Customers On Social Media

Instead of merely broadcasting information and advertising on social media, brands can engage in two-way conversations with loyal consumers and audience members. This builds trust and grows the brands narrative.

3. Embracing Transparency

Being open with how a business is run, addressing feedback, or bringing customers behind the scenes is a great way to become transparent with audience members and bring some humanity to a brand.

4. Creating Collaborative Content

Partnering with notable influencers or customers for fresh perspectives or takes on brand’s products or services is a great way to engage new consumers as well as expand reach.

5. Being Consistent

Every interaction, post, comment and action by a brand should be consistent with its messaging, brand values and vision. Everything that’s set out in the brand story should be woven through everything a brand does in every space, regardless of the platform.

The Crucial Role Of Integrity In Brand Communication

Everything is a cause for being “cancelled” in this era of the internet – therefore integrity needs to be the foremost consideration in every interaction a brand makes. Fostering trust, brands can develop fruitful, meaningful relationships with consumers that create clear and concise communication with its audience. Brands that fail to maintain integrity not only face a loss of sales but a tarnished reputation that is hard to come back from.

How To Manage Brand Reputation

Actively listening is key – and when users don’t feel heard, brands can come crashing down. Any time a brand is mentioned, it’s important to be on the receiving end to manage any expectations or less-than positive comments. Tracking reviews, online discussions and mentions of brand is a great way to manage a brand’s reputation, ensuring that any concerns are addressed in a timely and proactive manner.

One key brand reputation management tip to remember is not to shy away from criticism – understand what customers are saying, and use it to improve and grow, showing customers you care about their input.

Integrity in brand communication is the key to success in this digital era. Integrity isn’t a buzzword – it’s the foundation for lasting success. In a world where consumers crave authentic connections, Reale can be the cornerstone to everything a brand needs to succeed when it comes to creating authentic brand communication. Explore how we can assist in creating an honest and encompassing brand communication strategy for you and your business, online here.