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Three layers of brand communication process

Brand communications is an important tool by which organizations inform, teach, persuade and remind consumers about their products and brands that they sell. It represents the “voice” of the brand and are one way to establish a dialogue and build relationships with consumers.  Brands need to create value and differentiation to remain one step ahead of their rivals in the competitive scenario.  Our most strategic efforts, our most sincere efforts in making the products and processes, our most advanced technologies and resources will not deliver the goods if they are not supported by effective communication strategy.

Communication is a three layered process. Here are examples of three layers with illustrative examples.

1.  At the outer level we talk of our attributes.

The message is:
i) “Our housing is most conveniently located in the tri-city”
ii) “We are the region’s oldest sweet shop.”
iii) “Our milk is freshly milked”.

2. At the middle level we talk of benefits:
The message is:
i) We ensure quality placements.
ii) Our products are most wholesome nutritionally.
iii)Our products last for the lifetime.

3. At the inner level we talk of essence:
The message is:
i)  We are known for honesty and integrity.
ii) We have zero-tolerance in quality conformance.
iii) We have a culture of excellence.

Sandeep S. Sandhu