Content
- What is a communication strategy?
- Communication strategies using coffee shops as an example
- Differences between communication and communicative strategies
- Why is a communication strategy necessary?
- How to develop a brand communication strategy?
What is a communication strategy?
A communication strategy is a plan that defines how a company will interact with its customers. It answers two key questions: "What do we want to convey to consumers?" and "How will we do this?". It is important to understand that communication encompasses a wide range of aspects, such as marketing, brand building, and operational communications, including scripts for salespeople and responses to negative reviews on social media.
Communication strategies using coffee shops as an example
Let's consider two different approaches to communication strategy using two coffee shops as examples.
Coffee Shop 1
The owner of the first coffee shop aims to maximize profit and attract as many visitors as possible. To achieve this, he chooses a location with high foot traffic, creates a memorable name, and installs large signs. Additionally, he sets up a stand indicating the distance to the coffee shop. The menu features popular types of coffee, tea, cocoa, and light snacks. All these elements—from the name to the advertising—form a cohesive communication that conveys: "Come to us, we have something for everyone." This is one of the communication strategies.
Coffee Shop 2
In contrast to the first, the owner of the second coffee shop wants to create a cozy space for like-minded individuals to meet. He might open the coffee shop in an inconspicuous basement with a small sign and no active advertising. Instead, he focuses on stylish social media presence and organizing creative events that attract the attention of urban media. The menu will include unusual types of coffee and vegan desserts. In this case, all communication conveys the message: "This is a place for our own; if you're like us, welcome." This is a completely different strategy.
Differences between communication and communicative strategies
When discussing brand communication strategies, one may hear the terms "communicative strategy" and "communication strategy." Both terms can be used interchangeably; however, "communicative strategy" has a separate meaning in linguistics related to how a person uses language to achieve their goals. For example, if I want to ask a colleague to close the window, I might say directly: "Please close the window." This is one communicative strategy. Another strategy might be to hint: "It's gotten a bit cold," hoping that he understands what is required of him.
Why is a communication strategy necessary?
A communication strategy is particularly important in the context of persuading others. For instance, a business must convince consumers to buy its product, a politician to vote for him, and a public organization to quit smoking. The strategy helps ensure consistency and clarity in communications, which, in turn, increases the chances of successful persuasion.
Furthermore, it is worth noting that the communication strategy should not only focus on external communications but also on internal ones. Respect for employees and creating a comfortable working environment play a significant role in a company's successful interaction with customers.
How to develop a brand communication strategy?
The process of developing a communication strategy for a large brand can take several months and require substantial financial investments. However, small companies can develop their strategy independently. The main stages of creating a strategy include:
- Analyzing the current situation: Assessing the effectiveness of existing communications and identifying inconsistencies.
- Defining the current goal: The goal should align with business objectives, such as creating an expert image.
- Identifying the target audience: This may be a broader audience than the brand's primary target audience.
- Crafting messages: Formulating clear and understandable messages for different audience segments.
- Selecting communication channels: Identifying the most effective channels for conveying information to the target audience.
- Creating a plan: Consolidating all data into a concrete action plan.
- Analyzing results and adjusting the strategy: Regularly checking results and making adjustments as necessary.
These stages will help a company build an effective communication strategy that aligns with its goals and objectives.