Determining the Right Communication Strategies for your Brand

FACT: Not all advertising strategies are created equal. This may be a generation where digital marketing prevails but that does not mean that it will work with your brand, too. While each has its own list of strengths and weaknesses, it is important to determine first which among the communication channels fits your product and marketing objective and achieve the perfect branding for your brand.

So how do you determine the right strategy for your brand? We give you the following guidelines to help you decide the right mix for your product:

  1. Identify the reasons

List down the objectives for the campaign. Do you wish to inform, promote, sell? Defining the reasons behind the decision to launch a campaign is beneficial in determining the right channels to use.

  1. Who is your target audience?

It is important to determine who your intended audience are, what they do and why they do it. Your messaging and communication strategy will depend on the behavior and profile of your target audience. Do note that message channels fit the needs and practice of the people who are using it.

Infographic for Market Segmentation. From agencysparks.com

  1. Know the right mix

You decide to use communication strategies because (1) you want to inform people about your brand; and (2) you want to influence them to choose your brand over the others. Most of the time, one channel is not enough to achieve the desired outcome of influencing the people regarding your brand. It is always ideal to do a mixed channel strategy to ensure that you are able to meet your goal. Of course, the mix will be determined by your target audience.

Guide for Channel Selection. From cebglobal.com

  1. Experiment and Measure

Get to use various channels and see which works best. For digital strategies, there are analytics available to help you measure the success of the channel used for the campaign. You can also compare the sales per month as one of the success measures. Always provide ample time per strategy execution.


  1. Determine your resources

How much budget do you wish to spend for the campaign? Look for channels that will justify the expenditure. Remember, there is nothing wrong with spending more or less for a campaign. But not too much.











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