New Beginnings | Brandmark Studios

Hitting The Mark

New Beginnings

The new year gives us an opportunity to rethink behavior. What do we want to improve on over the next several months? What do we want to pivot on and do differently?

In marketing, we can always improve how we communicate with our constituents, whether they be customers, peers, or managers. With a global focus on authenticity and removing layers of false information, we offer a few tips for communicating well in 2021:

Moving into 2021 with Brandmark Studios
  • Be honest. Every one of us is driven by emotion and craves security. People will naturally gravitate toward your brand when you build trust.
  • Actively listen and show humility. Hear your customer's feedback and criticism and respond appropriately. Be willing to acknowledge errors but be determined to fix them.
  • Humanize your brand. Reveal or acknowledge reality. Don’t be afraid to tell customers that you’re working on improving a defective product or launching a new product that may not be fully baked. Clued-in customers are more likely to be forgiving of inconveniences.
  • Personalize your message. Show customers you care. With all the data available to marketers today, this is an easy one with a huge payback. But use caution and finesse to refrain from appearing awkward or inauthentic.
  • Use clear, direct and calm language, especially amidst a crisis. The Covid-19 pandemic presented a communications crisis for most business owners. Were you prepared? Was your messaging to employees and customers consistent with your brand, and clear as the situation evolved?
  • As you may know, humans align themselves with brands and people that share similarities to them. Now is the time to develop a proactive strategy to convey a consistent and authentic brand message to connect with your audience.

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