The multiple lives of channel-agile storytellers

Authored by Akshaara Lalwani, Founder & CEO, Communicate India

With the pandemic having seriously impacted businesses, brands need to clutch onto being omnipresent and effective storytelling to retain audience interest.

As the world continues to grapple with one unprecedented situation after the other, businesses and brands are becoming even more aware of the importance of good communication. The need for a well-charted brand communication strategy to manage stakeholders and partnerships during such a tumultuous time has been realized by most C-suite-level executives and CEOs.

It is now also clear that a brand’s success hinges on not only its sales pitches and ads but also on the brand’s story. And the more clearly and creatively this story is conveyed, the better a brand’s chances at success. Companies have the power to increase the value of a product or service exponentially through a well-told brand story, and modern-day communication strategists understand this.

How do you do multi-channel and agile communication?

Agile literally means to do something swiftly. But in the communications space, the word carries more meaning and the additional responsibility of being relevant, accurate, and compelling. Brands need to tell their stories through multiple digital platforms and yet be completely on point in order to build a convincing brand narrative. How can they do this?

Use technology: Digital tech can help brands stir up real-time and relevant conversations with their consumers. It can also help brands to reach out to a targeted set of consumers based on data-driven information acquired through AI and other Machine Learning technologies.

Creative Ad formats: Telling a story requires a penchant for unorthodox thinking. And with content weary audiences who have diminished attention spans, brands need to learn how to do this within smaller windows. A brilliant example of this would be Facebook’s six-second ad that will allow brands to convey an abbreviated story to their target audience.

Keep people at the center: People are at the heart of it all, whether it is advertising, marketing, or PR. People are what make companies and their customer base. Hence, communication strategists need to focus on them. Brands need to understand a customer’s value system and truly care for their emotional well-being, and they need to reflect this in their communication.

Communication strategists thus have to be cognizant of the constantly evolving dynamics in the brand solutions space. There is a need for multi-channel and agile communication methods that can help brands reach out to the right audiences more effectively and connect with them on a deeper level.

DISCLAIMER: The views expressed are solely of the author and does not necessarily subscribe to it. 


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