[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-communication":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",51940,{"id":24,"name":25},"author-0301142015","Canto","2020-12-10T18:26:09","2026-06-05T16:40:28","Brand communication: A complete guide to building customer connections","brand-communication","Say what you want: A brand communication guide","Brand communication embodies so much more than letting customers know about a sale. It is the entirety of who you are and what you stand for. Make sure you’re doing it right.","What is brand communication? Brand communication is the set of messages, channels, and interactions a brand uses to shape how audiences perceive and engage with it — spanning advertising, social media, customer service, and visual identity. It encompasses every touchpoint where a brand and its audience connect, from ad campaigns to product packaging to support […]","What is brand communication? Brand communication is the set of messages, channels, and interactions a brand uses to shape how...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-communication\">What is brand communication?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand communication is the set of messages, channels, and interactions a brand uses to shape how audiences perceive and engage with it — spanning advertising, social media, customer service, and visual identity. It encompasses every touchpoint where a brand and its audience connect, from ad campaigns to product packaging to support responses. Effective brand communication builds trust, reinforces values, and drives long-term loyalty.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">All too often, we think of communication as defined by two parties having some type of dialogue. This restricts the possibilities of communication that can help a brand thrive. Instead, think of brand communication in the sense of every time your target market sees something your brand produces, you have made a connection.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have an idea of what brand communication is, let’s take a look at why it’s so important.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--benefits-of-strong-brand-communication\">Benefits of strong brand communication\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Everyone instinctively knows that good brand communication has many benefits, though they might not know exactly which ones. Here are some of the most important benefits, as well as a few lesser-known ones. Use these as a way to drive forward communication goals.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Builds brand loyalty\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">When we feel the lines of communication are open and flowing back and forth meaningfully, we’re likely to stick with that brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just as a customer might inform others of their negative experience communicating with a brand, they’ll do so when they have a positive experience as well. This is invaluable, since it will likely result in more \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">brand loyalty\u003C\u002Fa>, and those initial customers might bring even more people along with them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Helps a brand stand out\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Just as important as communicating thoughtfully is the idea of doing something better than your competitors. Think of the potential double-benefit that comes with creating a strong commutative relationship with your customer, all while competitors in your industry fail to do so successfully.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"408\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-10.jpg\" alt=\"A unique house in the city.\" class=\"wp-image-51954\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-10.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-10-450x306.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">When customers begin seeing a brand as different from its peers in terms of communication, they will also see their products and services as different. It’s much more likely that a customer will buy a product from a brand who they’ve created an emotional bond with, even if the price and quality isn’t as good as others.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Gives brands a chance to show their values\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Sometimes, all it takes is a brief newsletter to have a big impact on a customer, especially if the content expresses a brand’s values and ideals. Think of all the ways a brand that is important to you has won your trust and expressed their thoughtful values in communication.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s not a matter of bragging, either. It’s simply a matter of transparency. Without communicating certain ideas to your audiences, how can they ever learn the ways in which your brand operates?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With these benefits in mind, let’s take a look at how to best build a powerful brand communication strategy.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--constructing-a-brand-communication-strategy\">Constructing a brand communication strategy\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s easy to commit to extended brand communication. However, it’s not always easy to put this plan into action. Therefore, it’s crucial to construct some type of brand communication strategy. I’ve developed some ideas that you’ll need in order to make your strategy comprehensive and effective.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Evaluate and select the most intriguing communication platforms\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Don’t let assumptions and habits restrict potential outlets for communication. Each brand is going to have different types of customers who use unique platforms.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"309\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-8.jpg\" alt=\"An infographic about communication on a company website.\" class=\"wp-image-51952\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-8.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-8-450x232.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The research you do should give you a base understanding of where you want to spend most of your communication efforts. The next part of your evaluation should be of the platform itself. Make sure that your brand is using it correctly to maximize results.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Be aware of your tone and perfect it\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s safe to assume most brands are familiar with their audience, at least in terms of their core demographics. However, not every brand delivers the right voice or tone in their communication with audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Identifying this is the first step. This applies to all types of communication on many different platforms. Once it’s clear the ways in which you want to communicate, look to sharpen your voice in this regard.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Set communication goals\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It sounds a little strange to hear that we should set goals for our communication, but it’s an important part of successful branding. Goals give you a chance to visualize what’s most important and makes it easier to have a concrete idea how to achieve it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-11.jpg\" alt=\"A notepad for writing down goals.\" class=\"wp-image-51955\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-11.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-11-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Part of your goals should include pleasing your audience with the right types of communication, but also should outline how it can benefit the brand as well. Think of it in terms of using the conversations you’ll be having to shine the light on specific brand areas you can then improve.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you’ve determined your brand communication goals, come up with a few ways to measure these goals. Schedule a periodic check of different factors to ensure your goals are being met, then make adjustments as necessary.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With your strategy in place, it’s time to look at the ways we can master our communication.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--top-brand-communication-tips\">Top brand communication tips\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following helpful hints will give you a foundation for communicating effectively with your audiences.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Encourage your audience to pass it on\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It makes sense that your best pieces of communication should be seen by the most people. Make it easy for audiences to pass your content on to others. This can be done in numerous ways.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-12.jpg\" alt=\"Three sticky notes that read 'like', 'follow' or 'share'.\" class=\"wp-image-51956\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-12.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190206\u002Fbrand-communication-12-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>The first step to accomplish this, of course, is to create communications that are helpful, interesting and brand-relevant. Think of different types of communication in terms of a good food recipe. Even before the internet, people shared recipes with one another all the time. The more helpful, interesting and important the information, the more likely it will get shared.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, you’ll want to use different channels and formats for your message. If you believe most of your target market won’t want to or be able to share a certain type of file or format, opt for something that is more accessible and easier to spread around.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Repetition and regularity are required\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s unlikely that reaching out only once with your audience will be effective on a large scale. It’s also unlikely that your customers and potential customers would only want a one-time communication before all conversations ceased.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"270\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-6.jpg\" alt=\"An infographic about opting out of communications.\" class=\"wp-image-51950\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-6.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-6-450x203.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are, of course, thresholds your communication efforts can meet that sour the relationship (such as communicating too often), so look for a sweet spot that is enough to inspire and spread brand awareness but not overboard. Once this is decided upon, stick to this schedule to maximize the efficacy of your communications.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Be transparent at all times\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">During all forms of communication, the more you’re able to adhere to \u003Ca href=\"\u002Fblog\u002Fbrand-transparency\u002F\">brand transparency\u003C\u002Fa>, the better. Nothing derails brand communication quicker than dishonesty, disingenuity or lack of transparency.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190205\u002Fbrand-communication-13.jpg\" alt=\"A person walking on a transparent platform.\" class=\"wp-image-51957\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190205\u002Fbrand-communication-13.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190205\u002Fbrand-communication-13-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Transparency gives customers a chance to feel like they’re a bigger part of the brand. It shows that they are trusted, and their opinion is valid and truly matters. Transparency builds loyalty, earns respect and helps customers have a better understanding of your brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Show your values and stay true to them\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s a mistake to believe that the only chance we get to share our brand values is on our company website. Each time we communicate with our audiences is a great opportunity to offer up your main message and core values. By delivering these values in our message, we provide audiences with an understanding of what they can continue to expect from us.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next time you’re constructing a brand element that audiences will see, keep in mind the ways in which it portrays the brand. How well are the values represented? Did you define your brand ideals when you had the chance? Begin to think about this before you communicate on all different types of platforms.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Make your audience’s voices heard and valued\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Don’t forget the basics of all communication, which is to limit your own voice and self-elevation. It’s easy for brands to make the mistake of overdoing this, often taking up too much of a conversation or communication space to pat themselves on the back or make a sales pitch. This is fine in tiny amounts, but if it dominates the entire conversation it will be a turn-off. Instead, only talk up your brand qualities when the situation calls for it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"270\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-7.jpg\" alt=\"An infographic about audiences feeling their voices are unheard.\" class=\"wp-image-51951\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-7.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190207\u002Fbrand-communication-7-450x203.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Also, think about the ways your communication with customers takes place. Do they make customers feel valued? Are responses they receive friendly and open, offering a chance to give their own ideas or share their own experiences? Brands that are willing to have conversations beyond an automated response are often more connected with their customers, which keeps them around for much longer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have an idea of how to strategize and build your communication, here are some examples of brands who do it right.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--some-examples-to-consider\">Some examples to consider\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following examples show brands that communicate effectively in their own unique way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Starbucks\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"https:\u002F\u002Fwww.starbucks.com\u002F\" target=\"_blank\" rel=\"noopener\">Starbucks\u003C\u002Fa> has always pushed the boundaries of the customer-brand relationship in a good way. They’ve made an effort to communicate openly, honestly and in a humorous way. Many of their most inspiring brand communications came on their Twitter account.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"723\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-3.png\" alt=\"A Starbucks coffee cup lid with writing on it.\" class=\"wp-image-51945\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-3.png 710w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-3-442x450.png 442w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This response not only gives the brand’s followers a chance to see that they responded to a customer, but also that their in-store practice (writing on the lid) was caring and thoughtful.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"554\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-2.png\" alt=\"A Starbucks post on Twitter.\" class=\"wp-image-51946\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-2.png 721w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-2-450x346.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Again, Starbucks shows their willingness to respond while also getting a free chance to highlight the fact their employees treat customers well.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Dove\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"https:\u002F\u002Fwww.dove.com\" target=\"_blank\" rel=\"noopener\">Dove\u003C\u002Fa> has worked to inspire a positive impact from their brand communications, particularly when dealing with self-image of customers. Their ‘Dove Real Beauty Sketches’ campaign was an example of this type of brand communication. The advertisement was a chance to truly reach out to their audience and show them their values and caring side, instead of promoting a product.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"767\" height=\"360\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-5.jpg\" alt=\"The Dove artist sketch campaign.\" class=\"wp-image-51947\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-5.jpg 767w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190209\u002Fbrand-communication-5-450x211.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Airbnb\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"https:\u002F\u002Fwww.airbnb.com\u002F\" target=\"_blank\" rel=\"noopener\">Airbnb\u003C\u002Fa> has some of the most unique communication pieces, particularly their newsletter and magazine. The creativity, quality and helpful information provided in each is constantly praised by their subscribers, and likely leads to future use of the brand’s service by customers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1865\" height=\"849\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4.png\" alt=\"The Airbnb magazine.\" class=\"wp-image-51948\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4.png 1865w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4-450x205.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4-1024x466.png 1024w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4-768x350.png 768w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190208\u002Fbrand-communication-4-1536x699.png 1536w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--closing-thoughts\">Closing thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">There’s no telling how far an effort to consistently provide top notch brand communication can take you. It is pretty apparent, though, that the brands willing to put themselves out there are reaping the rewards.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think about what your next piece of communication says about your brand. Craft it until it truly says what you want and how you want the customers who read it to feel.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you want to read more about the branding process, check out my complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190150\u002Fbrand-communication-15.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190150\u002Fbrand-communication-15-450x263.jpg","A laptop with text illustrations.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2026\u002F08\u002F13194011\u002Fbrand-guidelines-feature-450x263.jpg",79316,"brand-guidelines","Brand guidelines: What they are and how to create them","Learn what brand guidelines are, what to include, how to create them, and how to enforce them across your team.","\u002Fblog\u002Fbrand-guidelines\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190102\u002Fbrand-manifesto-3-450x263.jpg",52269,"brand-manifesto","Brand manifesto: A complete guide to writing one that defines your brand","A brand manifesto goes beyond a simple statement. It is a bold message declaring uniqueness, rebellious attitude and empowering ideas. Learn more here.","\u002Fblog\u002Fbrand-manifesto\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184706\u002Fbrand-purpose-feature-450x263.jpg",60825,"defining-a-brand-purpose","How defining a brand purpose can accelerate business results","What can the debate surrounding Hellmann's Mayonnaise teach companies about the relationship between brand purpose and profit? Brands that get it right understand the connection between purpose and product. 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