by Nora Panahi
For Better Business Communication Day, we’re reckoning with the fact that brand communication is more complicated than it’s ever been. Traditional strategies aren’t working anymore – we were already experiencing an oversaturation of content before AI changed the game, and now everybody can put out as much content as they want with the push of a button.
But let us be perfectly clear: just because they’re creating content, that doesn’t necessarily mean it’s good content. A lot of folks haven’t learned how to responsibly use AI, so they’re just using it to automate the creation process.
If only it were that simple! Communication isn’t just about what you say; it’s about how, when, and why you say it. For brands struggling to adapt to the evolving circumstances and combat oversaturation, here are five rules to help you cut through the noise.
1. Clarity over complexity.
Jargon is not your friend! A lot of brands try to make themselves seem authoritative by stuffing their content with industry terms. But even those entrenched in your space don’t want to be overloaded with jargon, so don’t use 20 words when 10 will do. Concise communication that conveys simple, clear messages will be much more resonant with your audience. Try to use short sentences and visuals where you can to distill complex ideas into digestible content.
2. Authenticity over perfection.
Everybody’s on the lookout for AI-generated content these days. We’ve all gotten pretty adept at spotting blog posts and articles written by robots, which means real stories written by real people tend to stand out. Executives looking to establish themselves as thought leaders should challenge themselves to write the way they talk (showing your human side on social media is a great way to practice this). Use more casual verbiage to demonstrate the living, breathing person behind the screen. It will make your expertise more accessible and humanize your brand.
3. Don’t mimic your competitors.
It’s tempting to look at competitors and say, “They’re doing XYZ, that means my brand should be doing XYZ.” But in an oversaturated market like B2B SaaS, following your competitors’ playbook won’t do you any good – especially if you’re competing on product or features alone. Real success comes from looking at your competitors and asking, “How can we differentiate ourselves?” If your competitors’ brand voice is stuffy and technical, you might want your campaigns to use language that’s more youthful and casual. Examine your competitive set and look for gaps you can fill when it comes to tone and brand personification.
4. It’s a conversation, not a monologue.
We’re seeing a lot of brands posting and posting and posting but forgetting to interact with their customers. When audiences feel heard, they’re more likely to continue engaging with and advocating for your brand. They want to feel like they’re a part of something, so be sure to keep a dialogue open. Directly engage with your followers on social media in the comments section – don’t just post and let comments go unaddressed. And be sure you’re actually listening to what they say! If a handful of customers are raising similar questions, it may be worth authoring and promoting a blog post that provides the answer.
5. Context is everything.
When messages are delivered at the wrong time or on the wrong platform, they can fall flat (see the now-notorious “Boardy” inauguration day campaign as an example). You need to develop an understanding of where your audience is most receptive to certain messaging, and make sure your communications are well-timed. Tailor your content to fit the medium and the audience – align the format, tone, and channel with your audience’s preferences. You’ll probably need to do some research on where your audience lives online; depending on demographics they may prefer one social media platform over another, or react better to whitepapers and blog posts than flashy social campaigns.
Brand communication isn’t rocket science, but it is an art. Your brand needs a personality that’s both consistent and aligned with your audience’s expectations. By following these five rules, you can breathe life into every customer touchpoint, no matter the platform.
If you’re ready to master the art of brand communication, connect with Kickstand today!
