Steps toward
Brand
Communication

How a brand story is delivered to consumers and their communities is as important as the story itself. At this point it's important to remember potential customers aren't sitting around waiting for you to tell them a story. They are being courted vigorously by other brands and categories.

So you need to work out the best, most cost effective and intimate channels to deliver your brand story. No one brand requirement is ever the same. So considerations for delivery include:

• your consumer
• where they hang out
• how they like to be entertained
• how they spend their leisure time
• how you can add value to their lives
• use of brands own retail space/experience
• your budget realities

Brand Communication strategies are devised with the following in mind:
the enjoyment, entertainment, humour, involvement , reward or surprise consumers will get to fuel their desire to tell their friends.

Even the smallest of budgets can generate word of mouth value.