If you want to succeed in business, you need to get your brand out there. This becomes especially important in the face of competition. To rise above all the noise generated by the competition, you must employ an effective corporate communication strategy and build a brand customers would love.
Corporate Communication Strategy and Branding
In the age of the Internet and other technological advancements, content is still considered king in the marketing of products and services. But more than marketing your offerings, you must build your brand through a corporate communication strategy carefully planned and put together.
An online presence is an important component in branding. This is why almost every nook and cranny of the Internet is filled with corporate content. Just look at emails, tweets, blog posts, website copy and digital communication materials – all of these are written to present and market an organization and what it offers.
Mind Your Language
Having an online presence is a must. It presents you and what you stand for to the rest of the online world, increasing your visibility. However, if you do not get the results you wish to achieve despite using different methods to get your brand out there, you might be doing something wrong.
How do you position your brand? To communicate your brand, you must use language that is clear and easily understandable. You might think that high-sounding language sets your brand apart, but using complicated and lofty language might be doing your business more harm than good.
What you need to do is to make your language more human by making it as simple as you can so people can understand what you want to communicate. After figuring out how to speak plainly and clearly, that is when you decide how to make your language, your brand and its message stand out from the rest of the competition.
Enhancing Your Corporate Communication Strategy with Effective Language
Regardless of the industry you belong to, your voice must be distinguished, concise and clear. Here are some tips you can use to make your language – and your branding strategy – more effective:
1. Find your voice. Your business is expected to communicate with customers using various channels, especially if you are a big company. As such, you need more than just one person to write content for you. But how do you make all content and messages consistent? By defining your voice. By identifying your authentic voice, you can ensure consistency in all content, regardless of who is responsible for the creation of your corporate messages.
2. Use simple language. This point cannot be stressed enough. Each industry and every organization has its own set of technical terms or jargon. Techspeak is fine for internal communication, since everyone in your company understands what these specialized terms mean. However, using jargon in your external communication can be harmful. You use various communication channels - websites, blogs, newsletters and social media accounts in order to get in touch with your customers. If your content is filled with terminology your customers do not understand, then you risk confusing them and losing their business. Remember that positioning your brand is about connecting and making unique conversations with your audience, and the best way to do that is to speak the way your customers speak.
3. Take a lesson from Twitter…or Facebook, if you must. Naturally, you want to position yourself as a unique brand by using your own voice. Like most organizations, you want to project this voice into social media to ensure consistency. Sometimes, however, it would be good to look at the situation from another point of view. Instead you can ask, what can you get from social media? Look at how people express themselves on their social networks or on their blogs: they write the way they speak.
Improve your corporate communication strategy by using simple, concise and easy to understand language. Follow our tips and see a significant change in customer responses.