Brand communication is a combination of activities such as advertising, social media, and reviews that are used to communicate with customers. Brand communication takes place every time a potential customer or client interacts with a particular brand. It could mean seeing a logo online or signing up for a newsletter.
In a successfully operated campaign, all activities will be well-coordinated to build on one another and increase the overall impact. For example, a single campaign might include:
Advertising: A series of related, well-timed, carefully placed television ads coupled with print advertising in selected magazines and newspapers
Direct marketing: Direct-to-consumer mail pieces sent to target segments in selected geographic areas, reinforcing the messages from the ads
Personal selling: Preparation for customer sales representatives about the campaign to equip them to explain and demonstrate the product benefits stressed in advertising
Sales promotions: In-store display materials reflect the same messages and design as the ads, emphasizing the point-of-sale impact
Digital marketing: Promotional information on the organization’s Web site that reflects the same messages, design, and offers reflected in the ads; ads themselves may be posted on the Website, YouTube, Facebook, and shared in other social media
Public relations: A press release announcing something newsworthy in connection to the campaign focus, objectives, and target segment(s)