We are brand-washed 24/7, either we want it or not. Every single product or service we come across tries to influence our purchase decisions. Since markets are saturated with competing brands, winning over consumers is challenging as they can simply choose another product or service. Due to an oversupply of brands, building consumer loyalty requires more investment. To position their brands competitively, product or service providers need to craft a compelling brand communications (brandcomms) strategy. Otherwise, they risk being irrelevant to end users, which has clear financial implications. In oversaturated markets, consumers need to be convinced why it pays them off to use a particular product or service. If product or service providers fail at communicating their unique value proposition (UVP), consumers will simply look for better alternatives.
To withstand fierce competition, brands need to think of how to position themselves as sought-after alternatives. To succeed, they need to find compelling brand positioning, craft a competitive brand strategy and successfully execute it. There is a lot at stake: consumer loyalty. If the execution of a brandcomms strategy is poor, it will have a detrimental effect on the brand. Poor image / reputation = poor sales, as simple as that. By contrast, a well-executed brandcomms strategy can boost brand recognition and reputation, and improve conversion rates. Moreover, it acts as some sort of protection against competitors as it targets a specific, underserved niche. As long as the needs of that niche are not met, one’s success depends on the execution of one’s brandcomms strategy and, of course, a solid value proposition.
As the brandification of markets progresses, the importance of having a competitive brandcomms strategy will continue to grow. To establish their market position, individual professionals and businesses alike will need to think of how to provide and communicate alternative value to end users. In markets saturated with competing offers, the ability to differentiate one’s brand will determine the success of one’s business. To succeed, individual professionals and businesses need to invest more in crafting a brandcomms strategy that will determine their competitiveness and resilience to shifting market dynamics. If a brandcomms strategy is executed well, it has the potential to generate more revenue and leads.
In this context, it becomes apparent that brandcomms should not be underestimated. Having this in mind, I have launched #BRG | VOX, a column magazine which focuses on d’effective brandcomms. I provide there insights on business brands, personal brands, team brands, personal branding and lean brandcomms. The main aim of these columns is to provide a perspective on one’s branding efforts and guidance on the best course of action. #BRG | VOX also aims to offer an alternative viewpoint on brandcomms by analyzing it in the context of lean. This approach helps explore the potential of brandcomms overlooked in mainstream practice.
Birute Birgelyte | #BRG
Infopreneur, BrandComms Consultant and BX Creative