The importance of brand communication

Does the market know the value proposition your company offers?

This time, in “FR Radar,” we will talk about a subject that is part of the routine of many businesses: Brand Communication.

In the 1960s, there were few methods for analyzing and measuring the effectiveness of advertising campaigns and ads.

But it was then that, starting in the 2000s, digital marketing, which is the promotion of products or brands through digital media, began to take shape.

Digital marketing creates connections and possibilities for interactivity, strengthens brands, and achieves better sales.

With digital channels, companies try to address the pains and desires of customers and potential customers by communicating directly, personally, and at the right time.

This creates more opportunities for companies and directs their strategies.

Since then, it has been known that it is essential for the market to deeply understand the solutions that companies offer, their values, and expertise.

After all, communication with the market is what guarantees the success of the brand and, consequently, more partnership closures and contracts.

Knowing how to make this investment is the key to business success.

How to do transformative brand communication?

In early 2022, in partnership with FOCO Inteligência de Relacionamento, we started the development and execution of Ferreira Rocha’s brand communication strategy.

The basis of the ongoing work is to create conscious and unconscious connections between the brand and its target audience, which are crucial for the customer’s decision-making process when making a purchase.

“Convergence, coherence, and consistency” is the methodology adopted by the team of professionals at FOCO to ensure efficient brand communication.

Convergence involves aligning communication channels, coherence focuses on content that is consistent with the brand’s positioning, purpose, and values, and consistency emphasizes managing deadlines and timelines in communication.

Since then, in collaboration with FOCO, Ferreira Rocha’s Executive Board has been involved in developing and implementing its own market communication strategy, which includes six main objectives:

1. Increase Ferreira Rocha’s visibility on social media.

2. Establish a positive communication agenda.

3. Engage with the audience on key topics, concepts, and methodologies.

4. Produce content of interest to the business’s target audience.

5. Consolidate external communication channels.

6. Standardize visual identity and establish guidelines for its use by internal teams.

Development of brand communication

The work started with a detailed briefing on the company’s communication expectations and needs.

Based on this, a thorough analysis of all institutional documentation was conducted to consolidate and suggest the positioning and key messages that should be communicated to the market.

In addition, the persona profile was defined, which includes the personal, social, and economic characteristics of the individuals with whom Ferreira Rocha aims to communicate.

The entire process involved the conception of the strategy, communication planning and execution, visual identity creation, social media management (Instagram and LinkedIn), content production for these platforms, creation of the institutional website, and management of our “FR Radar” newsletter distribution.

Generated results

Performance results such as reach, engagement, and authority are monitored and analyzed on a monthly basis, and the strategy is continuously improved based on new suggestions.

So far, we can highlight the following results:

·        Development of the Strategic Communication Plan, including the establishment of institutional positioning, key messages, and brand value attributes.

·        Standardization of the persona profile for targeted communication.

·        Design, mailing control, and monthly distribution management of the “FR Radar” newsletter.

·        Regular and consistent updates of content on social media platforms.

·        Monthly planning of topics with weekly publications on LinkedIn and Instagram.

·        Monitoring of performance indicators, including quantitative interaction data on social media (likes, comments, shares).

·       Development of a modern, dynamic institutional website aligned with visual identity and market positioning, including links to social media, contact email, “contact us,” and phone number.

·       LinkedIn revitalization, content management, and metric tracking.

·       Creation of an Instagram profile, content management, and metric tracking.

·       Creation of a visual identity standardization manual for internal sharing.

·        Visual identity development, color standardization, formats, and languages.

·       Creation of an institutional brochure.

What we have learned so far is that effective communication between the brand and its target audience is not an easy task.

Finding the right tone of voice, defining the persona, developing the brand’s visual identity, and producing relevant content are some of the challenges involved in this process.

About FOCO Inteligência de Relacionamento

FOCO is a consultancy specializing in communication and stakeholder relationship management. They offer specialized solutions and services to support managers in the challenge of effective and transformative brand communication, including:

·        Socioeconomic diagnostics and perception research.

·       Evaluation of corporate communication.

·       Strategic planning for internal and external communication.

·       Development of Social Communication Programs (in environmental licensing processes).

·       Execution of brand communication, including positioning and key messages development, content production, and management of internal and external communication channels, including social media and institutional websites.

FOCO has been a partner of Ferreira Rocha since 2020 and has worked with us on various stakeholder relationship projects, diagnostics, and evaluation research.

Their professionals bring knowledge and skills to our team of experts, adding even more value to our results.