Efficient Implementation Of A Higher-Order Language With Built-In Ad How to Develop a Brand Story Communication Strategy

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How to Develop a Brand Story Communication Strategy

Marketing campaigns should always start with a communication concept: a conceptual premise and framework that attracts attention and engages an audience in a way that penetrates the mind of each viewer, and captures the collective consciousness of the audience. It is the foundation of your brand story.

Developing an appropriate communication concept is the first step in creating your own distinctive marketing strategy: a strategy that employs the signature audio-visual performance vocabulary needed to create an identifiable campaign presentation associated with the brand. It is this idiom of presentation that provides the necessary communication tools to make your brand unique and memorable.

Technology Without Understanding Is Like Coffee Without A Cup

The availability of sophisticated technology at relatively low prices has brought about a communication revolution. Websites, blogs and social networking sites have given every marketing manager and entrepreneur access to communication options that were once reserved only for large corporations with multi-million dollar budgets.

Unfortunately, the ability to use easy-to-learn software applications and high-tech digital hardware, combined with access to an exponentially growing Internet audience, does not mean that the average entrepreneur has the necessary skills or intelligence to communicate effectively in those available Internet channels. .

Mom, I can do it myself!

Like the child who claims absolute self-sufficiency only to need his mother to come to the rescue, so too the do-it-yourself Web-media narcissist ultimately needs the help of expert marketing communications, s He wants to survive the growing pains of the business.

Having an e-commerce catalog and lots of search engine optimized traffic does not make your website an automated online banking machine that takes search engine traffic in one end and spits money out the other. Having a blog does not automatically make someone interesting or articulate, nor does owning a video camera make an entrepreneur a creative director or media star.

Marketing campaigns are about brands, not products or services, and they’re certainly not about features. It’s not about the owners, managers or corporate directors running things. No, it’s about the story, the brand story, told in a compelling fashion so that it resonates and impacts the audience in a meaningful way.

What we have on the Web is a place of communication open to all comers, most of whom lack the prerequisite knowledge of how to communicate a brand message.

The language of brand presentation

In the article “Fast Company” “When Great Design becomes its own language” Joe Duffy talks about

“visual and verbal linguistics”.

“Brands that have been designed in the best possible ways have their own proprietary language that tells their story, sets them apart from all the brands they compete with, and connects them in a very meaningful way to their audience.”

– Joe Duffy, graphic designer and AIGA Fellow

To achieve this kind of sophisticated communication, you must understand the language of presentation. In a TED Talk, “The 4 ways sound affects us” given by sound expert Julian Treasure, he explains how sound affects people physiologically, psychologically, cognitively and behaviorally. The same can be said for visual and performance, the elements of communication that together with the sound create the language of presentation of the brand.

As Julian Treasure points out in his speech, “inappropriate sales soundscapes can reduce sales by 28%.” If it’s true in the store, it’s also true on the Web. Add to that inappropriate dialogue, visuals and performance techniques, and you have a branding, marketing and sales disaster on your hands.

Core concept development

Management consultants advise managers to create a Mission Statement to serve as a strategic guide and tactical decision reference; but if that statement is full of useless platitudes and carefully constructed euphemisms, it is managerially useless and publicly inane.

The answer to the problem is to start with the one thing that makes you special. The marketing strategy, the high concept behind your business, and the tactical implementation, the different advertising and promotional initiatives you choose to pursue, should be based on that element of your business that makes you different.

The problem is most companies are no different; they sell the same things, in the same way, as dozens, if not thousands, of other companies. It is the job of companies like ours to help companies develop a distinctive brand of differentiation, and come up with effective ways to implement it. In most cases, the solution is not found in the product, the service or the operational processes, but in the way that the proposition of emotional and psychological value is presented.

History of Brand Sustainability

What we have developed here is a five-point plan to create a sustainable brand for years to come; a methodology that creates a unique brand image rather than an even-run product, or me-to service that becomes obsolete with the next update of your competitor or cut price.

So far we have four of the five elements: a Proposition of emotional and psychological value; a mark of differentiation; a concept of communication, and a language of presentation. The fifth element is your Concept Arc. The Concept Arc is how does your campaign get your audience to where you want them to be, and do they believe what you want them to believe?

You can another way, you have access to website traffic, an audience that is looking for something, it is the work of your brand story to reach deep into the psychological makeup of the audience, and give a shock of desire for what you offer. Your brand story scenario and characters vicariously represent this audience, and as your on-screen brand representatives move through the arc drawn from skepticism and distrust to acceptance and desire, even your audience.

Your brand story can be built around any scenario, including a quest, adventure, chase, rescue, escape, revenge, riddle, rivalry, underdog status, temptation, transformation, maturation, love, forbidden fruit, sacrifice, discovery, success, and conflict, (based on research scientist, Dr. Melvyn P Heyes plot discussion at screenwritingscience.com).

A Web audience must…

Linda Cowgill in her book “The Art of Plotting: Add Emotion, Suspense, and Depth to Your Screenplay” states: “They [the audience] must be able to understand [the presentation] with eyes and ears as they watch the scene unfold. … the drama requires more than the sum of a number of incidents. ” In the same way, the brand requires more than the sum of functions.

If you have not understood it, the best way to implement such a brand strategy is with an ongoing Web-video campaign, but if you still have doubts consider that a Web audience must be related to your brand in a way that evokes life. experience, values, attitudes and preconceptions. That audience must identify with the characters and relate to their problems, concerns, issues and/or needs. That audience must be affected and subconsciously influenced by the performance, as well as visual elements, sound design and mnemonics. That audience must relate to and interpret verbal and non-verbal messages on a conscious and subconscious level. And an audience must be able to recall and recall the established brand personality so that it becomes a lifestyle choice rather than a mere commodity purchase.

What it boils down to is connecting with customers on a human level. Maybe you have a substantial website traffic, or maybe you don’t, but whatever the number of visitors, what is important is that no one who visits your website should leave without understanding what you do, and remembering why must care

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